• Follow the rules. Make sure you’re not spamming anyone. Only send emails to customers who “opt in” (choose to receive emails from you). And always give them easy instructions for unsubscribing. If you don’t follow these rules, you could end up with some annoyed customers. Not only that, but you could be breaking the law! Check out the CAN-SPAM regulations and make sure you’re following them.
• Make your newsletter valuable. It’s your newsletter, so it’s fine to do a little selling (mention a new product, maybe) or even brag a bit (tell about your latest award). But make sure you don’t forget the main question on your customer’s mind — what’s in it for them? Be sure to include things your customer will find valuable — whether it’s a coupon, a contest, or a little-known piece of advice from your area of expertise. In our experience, having a little something extra leads to fewer unsubscribes.
• Get the word out. Writing the best newsletter in the world doesn’t do much good if no one reads it! Actively build your subscriber list by having a form to subscribe on your website, as well as a sign-up list at your store.
• Work that list! People change email addresses frequently, so you’re liable to get some “bounces” (undeliverable emails). Keep your list uncluttered by spending 15-20 minutes unsubscribing these bounced addresses after each newsletter. Also pay attention to the specific message in the bounced email. For example, if it says a server blocked your email because they suspected it was spam, you’ll want to follow the instructions to clear your name (which may be as easy as sending them an email).

Email newsletters are a great way to stay in touch with your customers — just be sure you’re giving them something they look forward to reading.

Want to add a way for your website visitors to subscribe to your e-newsletter? Or find a better way to manage your email list? Get in touch. Or if you’re interested in receiving our newsletter, sign up via the handy-dandy form in the left-hand sidebar.