As with all marketing campaigns, it is important to evaluate a newsletter periodically to maintain its effectiveness. If it has been more than two years since you've updated your advisor newsletter, it is time for a review. Use these five tips to conduct a newsletter makeover:
1. Incorporate your blog. If you write a blog, use the articles as content for either your print or e-newsletter. Not all of your clients, prospects and centers of influence read each and every blog, so it is appropriate to reuse the content across different media to increase the exposure of the articles. This provides your audience with timely and relevant articles but doesn't add additional work to your plate.
2. Customize your newsletters. While it might be easier to send one newsletter to your entire database, the content may not be applicable to all audiences. Instead, create separate newsletters for clients, prospects and COIs. The content should focus on relationship building for clients, a call to action for prospects and a demonstration of expertise for COIs.
3. Ditch the canned content. If you have the time and the capability, create original content, instead of using purchased articles. You can better customize the message to your target audience and stand out from other advisers who use canned content. If you struggle with writing, consider hiring a copywriter to edit your work or even ghostwrite articles for you based on your ideas.
