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How to Keep Your E-newsletter Content Fresh
Contacting the subscribers on your email list is easy, especially when you use Speak Up! Email Marketing, but getting them to pay attention isn't always. When people subscribe to your list, they share personal information with the expectation of receiving valuable information in return.
The good news is you can give them what they want and you don't have to be a professional writer to do it. Use the following three ideas—and you can easily write content that your subscribers want to read.
1. Be an Expert
Because you’re employed at your credit unions’ association, you're an expert. At least, that's what your members believe. Even if you don't think of yourself as a leading authority, you certainly know more about the products and services that you offer than your members do. Use your newsletter as a platform to solidify your expert status by providing credible advice and information. A couple of ways to do that are as follows:
- Share your knowledge with your members. The easiest topics to write about are the ones that you know well. Because you work in the league, you have insights and information that your members don't. Build your credibility by providing advice on timely issues that can help them complete their daily work. For example, you might offer compliance tips and operational guidance on either a weekly or monthly basis.
- Justify purchase decisions for your members. Your members don't have time to keep up with all the reasons to buy what you are selling. When you know about products and services that could be a great fit for them, tell them why. Write an expert article about the benefits of the services or products you have available. For example, describe how participating in your training sessions will keep them up-to-date about the latest BSA regulations—or help them market their own products and services to their members.
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2. Rely on Your Members' Expertise
Another option is to make your members the experts. Sometimes they have a simplified perspective and they often value things about your products and services that you aren't aware of.
- Let your members give advice. Instead of giving subscribers your tips, ask a few of your best members what advice they would give other members. For example, your newsletter could include members’ tips for marketing to their younger members—or examples of how they’re helping members who’ve been laid off from their jobs.
- Be an expert interviewer. Interview your members about their experience or expertise and share the interview with your audience. For example, you might interview a member who received a scholarship and was able to attend an informative training session. The member could explain how he or she uses the information to help serve credit union members.
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3. Tell a Story
There's nothing more powerful than an authentic member testimonial. While collecting and sharing quotes from members who have great experiences with your credit union is always a good idea, try including the following types of testimonial content in your emails for a fresh change.
- "Felt and Feels" articles – When writing an article about a member experience, use the "Felt and Feels" approach. For example, you could try to increase participation in an upcoming charity event in which your association is involved by interviewing past participants, the head of the event, and people who will benefit from the event. The interviewees can explain how they felt before they participated; perhaps they weren’t sure that their efforts would make that much of a difference. They can then explain how they felt after they participated. With this type of human-interest story, use pictures to illustrate the cause.
- In their own words – Ask some of your most satisfied members if they would write a brief story (a few paragraphs) about an experience they had with you or one of your employees. For example, one member might write about the time that a staff member helped him register for an educational event when his computer was down. Another member might write about how a different staff member provided statistics she needed in order to finish a report within a few hours.
- Writing member case studies – Member case studies are stories that demonstrate a challenge, a solution, and a result. They are fun for your members to read and can help you to further convince readers of your expertise or their need of what you offer. Start with the challenge your member was facing (needing to offer quick responses to credit union staff members’ compliance questions), then the solution (a colleague referred him to League InfoSight), and end with the results (he is now able to save time and answer questions quickly—and members can now find the information they need online).
Spread It Out; Survey When in Doubt
Creative ideas for content aren't easy to come by. When you have a good idea for content, try spreading it out across several communications.
When in doubt, send your audience a survey and ask them what types of information they find valuable and relevant. You just might find yourself with enough good ideas for a whole series of emails.
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Use Email Opt-in Lists
You want to e-mail your members to tell them about your latest product or service, but you don’t want to spam them. (Spam, or unsolicited e-mail, is defined by Webopedia.com as "generally e-mail advertising for some product sent to a mailing list or newsgroup.") After all, your members pay their Internet Service Providers—and they don’t want to pay for the “privilege” of receiving spam.
So how do you use technology without annoying your members? The simplest thing to do is to use an "opt-in" list. This is done by giving your members a chance to subscribe to your e-newsletter. Since they’ve requested the information, your message won’t be considered spam.
Opt-in e-mail lists also allow you to target certain audiences. For instance, some of your members might want to hear about upcoming training sessions while other members might be more interested in timely regulatory compliance information. Some members may be interested in both.
In short, your opt-in option allows your members to choose whether they want to hear from you—and if so, what they want to hear from you.
Establishing Your Opt-in E-newsletter Service
Follow these simple steps to set up an opt-in e-newsletter service:
- Provide a place on your Web site where members can register to receive your e-newsletter (or their choice of the e-newsletters that you offer).
- Send an e-mail that confirms the member's registration. This gives them another chance to agree to receive the newsletter or change their minds and opt out. Opt-out information should always be available both in every newsletter that's sent and on your Web site (in the same area where members can register for e-newsletters).
You want to serve your members…and treat them how you'd prefer to be treated. Respect their wishes and their rights. If they opt in, send them the e-newsletter on a regular basis. If they choose to opt out at a later date, make it easy for them.
The bottom line is to treat your members with the same respect that you give them when they visit your lobby. That, more than any announcement about a new product or service, will go a long way in increasing member loyalty.
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April 2008