By now, you probably recognize the value in having a mailing list of subscribers and a regular newsletter. It gives you the opportunity to provide valuable information to your existing and potential clients, establish yourself as an expert in the industry and remind them who to go to when they need the type of services you offer.
Having a newsletter is effective, but only if you're using it correctly. Using a newsletter simply to advertise your services will backfire! Here are newsletter tips for Managed Services Providers that will help you get the most out of having a mailing list and newsletter:
Newsletter Content Matters
It's tempting to fill a newsletter with nothing but advertisements and promotions. After all, from your perspective the goal of the newsletter is to increase interest in your services and ultimately land more client contracts. Unfortunately, if your newsletter offers nothing of value to the people who read it – they just won't read it anymore. You'll start losing subscribers from your mailing list, and those who do receive it will have no reason to open it.
Make sure your newsletter offers informative and relevant information for the people who receive it, in addition to advertising or promotions for your company. You want your subscribers to feel like they've learned something valuable after reading your newsletter.
Use a “Read More” Link
Instead of putting all of your article content in the newsletter itself, put the first paragraph or two of an article with a “read more” link. This link should take them to the full article on your website. Doing this means more people will click on the link and visit your site. They'll finish reading the article if it's of interest to them – and chances are, once they're on your website they'll start clicking around to see what else you have available there.
Add MSP University's Article Library to Your Newsletter and Website FREE
MSP University has created an Article Library full of articles whose topics appeal to your end-user prospects and clients. This library is updated regularly and is available absolutely FREE to you through an RSS feed, or you may simply download the articles and publish them on your website. By doing so, you will have an unending source of interesting articles to start your readers off with on your newsletter, and drive them to your Website by using the "Read More" link strategy.
Know Your Target Market
Knowing who is on your mailing list means you can customize the topics to what they'll find useful. There is no point writing about tips for the medical industry if you only have lawyers and accountants on your mailing list! Know who you are targeting and customize your message to their needs.
Maintain a Consistent Layout
Whenever you send out your newsletter, you should maintain the same look and layout. This helps establish your brand, and when someone looks at the newsletter they'll know instantly who sent it. They'll also know where to look for the information they want from your newsletter if you keep the same general layout.
Use the Sidebar Space
When creating your newsletter, don't forget the sidebar space. The space along the left or right side of your newsletter articles can be used to include links to your website or social media accounts. The more opportunities you create for people to click through to your website, the more people will actually click on those links and visit your site.
Frequency of Newsletter
Decide how often you'll send your newsletter. You might choose once a week, bi-weekly, once a month or quarterly. Whatever frequency you choose, make sure to stick to it. You want your subscribers to know when your newsletter is going to arrive. Newsletters are not effective if they're not sent consistently – particularly if you start sending them and then skip several months before sending another – when people receive it months later, they may unsubscribe just because they've forgotten they signed up for it!