NCET helps you explore business and technology
By Mikalee Byerman
As VP of Strategy for the Estipona Group, I never in my wildest imagination thought that as part of my job, I would tell our audience that if you anagram “Estipona Group,” it makes the words “super giant poo.”
And yet, that’s exactly what I recently did in our e-newsletter, called the Estipona Express.
Why would I do this? Well, because it made me smile. And if I smiled, I was hoping our readers would smile, too.
The goal of e-newsletters is often that: connecting with your audience in a way that is engaging, leaves an impression, reminds them of who you are, that you’re out there and ready to take on clients. And that engagement can lead to significant ROI.
But that’s not just my opinion; research supports this. According to the Direct Marketing Association (DMA):
- Email has a median ROI of 122 percent – over four times higher than other marketing formats including social media, direct mail and paid search.
- For every $1 you spend on email marketing, you can expect an average return of $38.
Convinced? Excellent. Now how do you execute an e-newsletter strategy? I’m not going to go over logistics here — like picking a platform, scheduling, tracking, etc. — but instead, let’s talk about three content takeaways.
- Be the e-newsletter you want to see in the world: In other words, use your newsletter for good. Of course it’s good for you (as documented above) — but can you shine a spotlight on your vendors, clients, non-profits you support, etc.? This shows that you’re a giver and that you value others. And it makes your e-newsletter less “me-me-me,” which let’s face it, can feel icky.
- Find your voice: Every communication sent from you to the masses is another chance to remind your audience of what makes you, well, you. So spend some time thinking about how you want to be heard. And consider hiring a professional agency or a communications pro to do this for you; this is money well spent, as their goal is to identify your voice and ensure it’s reflected in every communication in a compelling way. (Plus they’ll track results: win-win!)
- Get engaged: In addition to simply reading your newsletter, you want your audience to interact with it. This can be accomplished by inspiring them to read more or communicate with you. Include links to other relevant stories from your website, or include an email address for feedback. For example, we’ve received fan mail for our Estipona Express that has actually resulted in a new client. So don’t undervalue this important opportunity for interaction with your audience.
There you have it: How to transform super giant poo into an e-newsletter strategy. Have fun, be consistent, track everything — and remember, engagement is key!
Mikalee Byerman is VP of Strategy for the Estipona Group, a creative agency that has been building brands and buzz since 1993. She’s also VP of Communications for NCET, a member-supported non-profit that produces educational and networking events to help people explore business and technology.