An E-Newsletter Can Enhance Your Agencys Marketing Efforts
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One of the best new technologies to come out of the Internet revolution has been e-mail, and one of the best ways you can use e-mail to enhance your marketing plan is to distribute a regular e-newsletter.
While it is common for financial professionals to send out a regular newsletter, few have embraced the concept of an e-newsletter, despite the fact that it can be considerably less expensive to produce and distribute.
An e-newsletter can give instant credibility to a new agent. Not every prospect becomes an immediate client, and the continuous sending of a newsletter establishes the agent as an authority who has several ideas to present each month. If youre an established agent who has a book of prospects to convert to clients, the newsletter will remind the prospect of your existence and that you have plenty of great ideas.
Just as with any direct mailing you use for your marketing plan, you need to create an e-newsletter that will be viewed by its readers as valuable and not as junk mail. Your e-newsletter must be interesting and its message compelling. When it comes to the content, here are some tips:
Pick a single, target market. Dont try to appeal to all audiences. Seniors will have different interests than someone 20 or 30 years younger. Target your message.
The title of your newsletter should identify the market. This should also appear in the subject bar on the e-mail.
Headlines need to grab the readers attention. Keep them short and catchy. For example, "401(k) Rollovers" isnt as compelling as "10 Reasons to Rollover Your Retirement Plan."
Keep articles short. 300-400 words works best. You can add links "for more information on this topic" that take the reader directly to your Web site.
End each article with an offer for a specific solution, or other encouragement to take immediate action. For example, offer them a free booklet on the subject or a free quote, etc.
When it comes to the actual content of your newsletter, you have a number of choices. You can write your own content or pay a writer for original articles. Your wholesalers may have articles that you can redistribute.
You may also be able to reuse the content you license for your standard, hard copy newsletter. Regardless of where you get the content, you will get the best responses from articles that create an emotional reaction in the reader and encourage them to take immediate action.
