Now that e-zines, e-newsletters and e-updates have become commonplace for professional services firms, there is increasing competition for your target audiences’ attention. Their inbox is literally brimming with marketing messages. It is important to make your firm’s email newsletters “must read” material for your clients.
Keep your message short and interesting. Inform your clients, tell them positive stories and communicate how your firm can add value to their business through your superior service offering. Simplify your message and illustrate with an example.
Pick a single idea. Each newsletter issue should have a single theme. One theme per newsletter is always enough. You want to inform your target audience rather than confuse them with various, often complex messages.
Finally, use simple English. Write almost as if you are speaking directly to the client. That way they will feel more involved.