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It’s amazing how may people put finger to keyboard without considering the above. There is no point in engaging with your audience unless you have a clear picture of who your target audience is and what you want to say to them. Are you selling, informing, seeking donations or funding, engaging with policy makers, staff or supporters?
Defining your target audience
The starting point for a successful email e-newsletter is to identify your
target market or audience. Think about the people you interact with every day. What services do they require, what additional services could you offer them that they are not aware of? What are their needs and requirements? Put yourself in the shoes of your customer and ask what’s in it for me? What’s in it for me if I subscribe to your e-newsletter? What’s in it for me if I read your e-newsletter? Segment your audience so you can communicate more targeted and relevant information to them.
What are you offering?
Avoid offering all things to all people as this leads to a situation where you offer nothing to anyone. Firstly focus on the areas of your business or organisation that you are an expert in and are already generating revenue or creating awareness. Look at areas where you can up skill to offer services that match the current environment.
Visualise your audience – Decide on the key messages you want to deliver and how you are going to communicate the messages to your e-newsletter readers.
Identify your target market
Review your client list. Build a profile of your target market or audience and the services you will be providing. When you have identified the services you offer or message you want to communicate and who you are going to target them at, you can use this information to match the content of your email e-newsletter to the services you provide.
By
segmenting and knowing your target market you can ensure that you only send targeted and relevant information to your e-newsletter readers.
Ultan Bannon
