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ISSUE NO.14                                                                 June 18, 2012

 

Summer greetings! Thank you for reading Equi-Notes and supporting our Equi Partner Professionals. We strive to provide you with both valuable and interesting information. Please feel free to contact us with any comments or questions. ~Jacquelyn & Equi Partners 

 EQUI PARTNER
   
Are You Ready for E-Mail Marketing For Your Business? 
How to Write an Electronic Newsletter

By Doug Emerson of ProfitableHorseman.com   

   

If you're not already publishing one, an electronic newsletter can be a fundamental part of your marketing program. Don't be fearful of the idea of publishing your own if you don't have a marketing or software background. Electronic newsletter publishing with newsletter template services like Constant Contact and Aweber have made the process simple and easy to learn. Do an internet search of your choices for on line newsletter publishing services and pick the one that suits your needs best.  No doubt you have subscribed to e-mail newsletters and have your favorites that offer timely information, educational content and great photos like this Equi-Notes News. You can be creating the same type of newsletter for your business.  

The advantages of publishing electronic newsletters are:

  1. Low cost- no printing, no postage charges.
  2. Timely- Can be published immediately.
  3. Photographs-easily added for events, horses for sale and stories.
  4. Hot links to your website, Facebook business page and twitter account for more information for the reader.
  5. Ease of reader feedback and inquiry directed to you via e-mail at any time of day.
  6. Newsletters can be read at the customer or prospect's convenience at any location via computer, tablet or smartphone.
  7. Easily forwarded to others by your subscribers.
  8. They are consistent, methodical marketing weekly, bi-weekly or monthly to promote your business.
  9. They build your business credibility and strengthen your personal brand.
  10. It's simple for interested readers to subscribe whenever they choose with a click.

The process of publishing a newsletter with a template is easy, systematic and easily learned. The newsletter services' software is engineered to make your job easy.

Warning: Don't try to publish your newsletter yourself using your own e-mail service provider. The service provider's software will most likely bounce your newsletter back to you as suspected spam e-mail. Relax, the spam police won't be knocking at your door, but your newsletter will never make it to the intended recipients. It's hard to believe some days, but there are many safeguards to prevent spam-mails and sadly, most D.I.Y. newsletter attempts fail. The newsletter services have working relationships with the e-mail service providers and as a result, your newsletters will pass through spam filters without any interruption. The services will also keep you compliant with the current anti-spam laws and offer easy subscribe and unsubscribe features.      


Once you've made a decision on which newsletter service to use, it's time to sit down at your keyboard, eliminate distractions and design and write your newsletter. Make notes or a list of the items you want to include in your newsletter. Your news and events items may include: upcoming horse shows, clinics, summer camps, lesson programs, horses for sale or lease, group trips, farm related dinners and breakfasts, trail rides, horseman's fairs or even help wanted.   

Doug Emerson

As a professional trainer, breeder or an instructor, you'll want to include an article that allows you to share your experience and knowledge to provide tips which will help subscribers. It will be your opportunity to shine as a pro, provide useful information and develop your credibility.

Keep in mind that you'll want to write conversationally. That means in a relaxed manner, in your own words. Avoid being distracted with the notion that you're writing for scholars or your high school English teacher. Scholars appreciate simplicity and chances are good your high school English teacher won't be reading and critiquing your newsletter.  


When you embed photos in your newsletter of clients, horses and events, the result is magical. Your reader's eyes can't resist photos and will automatically be drawn to them. Once interest is aroused, the eyes move to text to find out more. Photos of you, your horses and your clients create a common connection with your subscriber and your business. Use photos, with permission when required. They add dimension and substance to your newsletter that one dimensional text can't duplicate.  Not all of your e-mails to your growing list of readers will be newsletters, some will be short e-mail blasts reminding of items like: event deadlines, show entry closing dates and weather caused cancellations.  


Last minute e-mail blasts for motivating procrastinating registrants for clinics are extremely effective. As many as 70% of signups for events occur in the last 48 hours to register. Your blast to your newsletter list could make the difference between success and failure of your event.  

 

An electronic newsletter will be a valuable addition to your marketing program as it is targeted to your prospects and current clients. Like all marketing, results are seldom instant. But over time, a consistent newsletter program will bring: boarders, students, horses for training, inquiries about horses for sale to you as your subscribers get to know, like and trust you from your steady contact with electronic newsletters.


Doug Emerson writes a free electronic newsletter about the business half of the horse business. You can easily subscribe at www.ProfitableHorseman.com 
 

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