I work for a B2B software company, and I am about to send out the second issue of our quarterly e-newsletter. I would like to send out issues more frequently, but since I am the only one developing content, I am limited in what I can do.
My question involves what to do about new subscribers – is it advisable to send out back issues to new subscribers, and then follow up with the next issue in a week or so? I’m also putting back issue articles on our website, so it may not be fresh content for some.
Or, if I cannot produce a 5-article newsletter every month, should I start breaking the newsletters into smaller chunks? Maybe offer monthly news briefs? I don’t want to spread the content thin, but I don’t want to wait 4 months to touch base with subscribers again, either.
Since the ultimate purpose of your e-newsletter is to generate more sales, the more frequent your name is in front of your prospects/clients, the better. One well-written article a month is much better than 3-5 every quarter.
Don’t forget to ask your clients what articles they would be interested in seeing – you might be surprised.
As for back issues, archive them online, and send new ones at the next cycle, making sure each of your newsletters have a link to your previous issues as well.
I have been in the insurance business for a while. I have a handful of associates that are in the same situation that I am. We are looking for a more effective presence on the Internet regarding mortgage protection insurance. We have tried all the “free” posting ideas (i.e. Craigslist, etc.) but we’re looking more toward directed interest in this particular product.
Last month Overture listed the relatively low number of 2764 searches for “mortgage protection insurance” (contrast this with 1.7 million searches for “mortgage”) Not surprisingly, if people aren’t searching for it, they won’t find you.
The key is to determine who is your target audience (people with mortgage) and what problem you solve (avoiding foreclosure of your home when you die).
People don’t look for insurance regularly – they think about it when they have a big lifestyle change: a marriage, a divorce, a birth, a death, a new home, an inheritance, and at tax time (when meeting with financial advisers). Therefore, it would make sense to create a series of marketing pieces that help people at these times:
“How To Ensure Your Marriage Is Financially Strong”
“10 Financial Tips for New Parents”
“Keep Your New Home In the Family”
These educational articles would be published on your website, in article banks, local magazines, etc. The purpose is to provide genuine information, with a link back to your site for more information.