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Email Marketing

E-Newsletters: They're Easier Than You Think!

If you don't have an e-newsletter yet, I strongly suggest you put one together - yesterday!

E-newsletters are the best way I know to stay in touch with your clients, prospects, colleagues, and other company stakeholders in a professional, non-intrusive way ... educate them about your products and services ... and increase client usage of your company's offerings.

However, I know that many clients procrastinate because 1) it is a daunting task to put even one e-newsletter together and 2) you have to make a commitment to continue publishing it.

My suggestion is get started right away - but begin with a less-ambitious broadcast schedule so that you can experience for yourself how much time and effort you can realistically devote to a publishing effort.

This is what Oxford Health Plans has done. Right now, they are currently publishing their Enews for Employer Groups bi-annually.

Winter 2006 Enews for Employer Groups

Click here to enlarge this screen or here to view the complete e-newsletter.

The link above is to their Winter Issue. You can also view their Summer 2004 issue.

I'd like to outline the process involved in creating the e-newsletter, so that you can see how quickly you can get yours moving along.

My client at Oxford, Linda Luongo, decides on a focus for each e-newsletter - for example, disease management. Then she simply sends me a list of articles they would like written with any corresponding back-up documentation (research, website links, etc. that she thinks would be helpful). From there, I go to town and write short, interesting articles with plenty of links that bring the reader back to the Oxford website for more in-depth information.

Now it helps that I've been working with Oxford for most of my 19-year freelance writing career - so I know their tone and "voice" in the marketplace. And also that I deeply love to write about healthcare and wellness.

The point is that you don't have to make a huge project out of this if you have a creative partner who can take your ideas and run with them.

If you need help planning or writing your own e-newsletter, let's talk.



Karen's ClickZ Columns on B2B Email Marketing