1. Start with the most important thing: your data
Before you think about ‘how’ you are going to send an e-newsletter, you need to think about the ‘who’ — a database of individuals you want to communicate with via email. In order to send the most relevant e-newsletters that generate the most revenue, you need as good a database as possible.
You probably have an existing database of leads and clients tucked away in an Excel spreadsheet somewhere – or more likely, your database is spread across several very messy spreadsheets.
If this sounds like you, it's a good idea to consolidate all your files into one clean, well-organised spreadsheet before you try to send newsletters to any of the contacts on them.
You should also ensure that your cleaned database is ‘segmented’ as well as possible – i.e., ideally you should have a field in it containing information which lets you flag data as leads, current clients, past clients and so on.
(That’s just an example of how you could organise things though: how you segment your database should depend on what you are selling and the nature of your business – for example, if you sell different types of products, you may wish to flag your data by product type.)
The basic aim of the exercise is to get your data into shape, so that you are able to send an appropriate message to an appropriate prospect at the right time.