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Content Always Wins - Everything Else Comes In Second

A couple of days ago, I received a referral from a very smart lady named Valeska Jacques, President of Uvium, Inc. an eBusiness strategy consulting company. I was copied on her referral email to a company named Fly On The Wall.

With an interesting name like that, I proceeded to visit the website to see what their eNewsletter looked like.

I was pleasantly surprised... well that was a bit of an understatement... I was sucked in and stuck on the content like a fly to fly paper (sorry, I couldn't resist the analogy). The eNewsletter presented an intelligent, biased, no-hold-back, tell-it-like-it-I-see-it, review of the local restaurant scene in South Florida. See for yourself, read the review on The Knife restaurant, click here.

To confirm that the author's point of view is uninfluenced by such things as clients and sponsorships, the "Fly On The Wall" eNewsletter remains anonymous and apparently free of any commercial gains.

The author, who sounds like she knows a bit about gastronomy, does a great job of presenting her personal experience at each restaurant she visits.

What does this have to do with improving your eNewsletter, you ask? Well the "Fly On The Wall" eNewsletter is a prime example of the role good content plays in the success of an eNewsletter.

If I were to tell you what the most important factor in determining the successful outcome of an eNewsletter program content would be it.

You can take away design, images, ease of navigation and still, if the content is good, readers will flock to it.

I'm not recommending that you send out a plain text eNewsletter. It has been proven that your brand and your readers prefer a graphically rich eNewsletters.

What I'm saying is that your content is, at the end of the day, what matters most on your eNewsletter.

And content will be what establishes the relationship between you and your readers in the long run.

The most important things to consider when crafting content for your eNewsletter are:

	Target the audience. Ask yourself if the subject matter of the issue will be interesting, relevant and useful to the readers.
	Write what you know. You are the expert. Your personal opinions are why the reader subscribed. If they want something "objective" they can read the newspaper.
	Enhance the experience. If you do not control the source of your content, as in the case of a news eNewsletters, then think of ways to improving the readership experience for the recipients. Make it easier for them to get a quick idea of the objective or main subject of that issue.
	Think advice. Make every aspect of your eNewsletter, focused on a unique desire to help the reader in some way.

When writing your eNewsletter keep these factors in mind and I assure you that you will have a successful eNewsletter program. One that will a build strong relationships and maintain sales from your customers for years to come.

As always, we are here to help. If you are interested in starting your own eNewsletter program contact us. If you need help starting your Blog page email me.

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