the power of "e"
by julie savage parker

Suppose you could wave a magic wand and be in touch with all of your customers/clients at once, would you be interested? For very little investment of money and a moderate investment of time, you can do just that...the magic wand is an e-newsletter.

Marketing and advertising both have shifted remarkably in the last couple of decades. Most businesses now really benefit from having a website; many are increasing the visiblity of their website with an e-newsletter, which is the e-quivalent (sorry, the pun was irresistable), of a paper newsletter but it is sent via e-mail. The newsletter has subscribers (we are NOT talking spam here) and is generally free. Business owners use them to stay connected with their customers/clients and to give potential customers/clients a taste of their wares. No paper, no postage; your publication reaches your people immediately and depending on your product or service, it often prompts people to take immediate action. Not bad, huh?

Joan Medlicott, author

As a web designer I see many ways an e-newsletter could benefit my clients. For example, today I am sending out author Joan Medlicott's third monthly e-newsletter. Joan is most well-known for her series of books set here in Western North Carolina, the first of which was The Ladies of Covington Send Their Love. She has avid fans wanting to hear from her/about her between the publication of her books, so the newsletter extends her reach beyond the places she can go in person. So in October she began her e-newsletter and will send it out monthly. (Sign up on her website at joanmedlicott.com). In the newsletter, she talks some about what is going on in her life, about upcoming books, and also continues the story a bit, giving glimpses of what is going on with the characters in-between books, and her readers around the world are lapping it up. We are using Constant Contact, a full-service site that makes publishing e-newsletters easy.

There are many types of businesses that would profit tremendously from an e-newsletter in addition to their website. Bookstores, for instance, could stay in touch with avid readers who would love to be emailed an e-newsletter including book jackets and blurbs of what is new in the store, what the staff is reading, upcoming events...you get the picture. A site that has an e-commerce feature could notify customers of new merchandise, sales, etc.

At WNC WOMAN we started our e-newsletter as a way to let people know if our gatherings were snowed out (a sort of e-mail phone tree, as it were). It grew into a way to let people know what was going on between issues (awards we have won, being on national TV, being written up in national pubs, yummy things like that) as well as letting writers know upcoming themes and letting advertisers know of any special opportunities, changes in deadlines, etc. We don't use if for publishing content from the magazine. This might be a good opportunity to explain the difference between an e-zine and an e-newsletter. Ask yourself, what would it be if it were on paper—a magazine or a newsletter? There's your answer.

We checked in with some WNC women who use e-newsletters to extend their reach.

Here's what they said:

Laurey Masterton of Laurey's Catering and Gourmet To Go

Laurey has been sending out e-newsletters weekly for more than a year. A weekly newsletter is ideal for her business because she can tempt folks with her weekly menus that, along with her food photos, literally make you salivate! And her skill and charm as a writer is enough of a reason to sign up even if your jaw is currently wired shut.

WNCW: How do you gather subscribers?

They sign up here in the shop or go to our website [ laureysyum.com ]and sign up there. We do not put people on who do not want to be (though that would be a way to increase our subscribers….)

WNCW: What kinds of content do you include?

News of the week. Special new products. The weekly menu for dinners to go and for the casserole of the week. And each week I write “A Note from Laurey” which is generally not about selling anything but is more like a personal reflection from the week or about the season or, well, about anything I feel like writing about. I also take pictures and include them each week and they are an enormous help! Makes it all very personal and nice.

WNCW: What is the purpose of your e-newsletter?

To keep people in touch with me and my business. It is nice to send these weekly notes since it keeps the weekly menus in front of people, but the telling of my weekly tales/thoughts does seem to keep me and my business in front of my customers.

WNCW: How does an e-newsletter serve someone in your type of business?

For the above reasons. I used to do a monthly note which was good but now, with my busier shop, the weekly thing is more effective.

WNCW: How can people subscribe to your newsletter?

Visit the website and sign up in the space provided. Come to our shop and sign up on the clipboard up front. E-mail me asking to be included. (laurey@laureysyum.com)
WNCW: What company do you use? If you don’t mind telling us, how much does it cost you?

I use Mynewsletterbuilder.com It is not terribly expensive but I can’t remember exactly how much it is. It is MUCH less than mailing things in the regular mail. If people do their own newsletter as a result of being inspired by mine, they can jot that note in a referral section and I get credit for that.

WNCW: Has the process met your expectations?

Yes! It has been incredible. I can mention a product, put a picture in a very short article, and sell out in no time.

WNCW: Any other comments, advice for other women considering doing an e-newsletter?

Don’t put people on unless they want to be included. People get VERY annoyed and shoot vindictive notes about spam if you haven’t asked first!

Shonnie Lavender: Personal Coach

Shonnie has been sending out e-newsletters monthly (bi-monthly in the summer) for the last 4 years.

WNCW: How do you gather subscribers?

Public events I participate in (i.e., workshops, speeches), postings to e-newsletter lists, current subscribers forwarding the newsletter to friends, my articles posted on other websites.

WNCW: What kinds of content do you include?

With the exception of a handful of quotes from others, I write all my own material which includes inspirational stories, suggested practices for people wanting to integrate my teachings and ideas more fully into their lives, and reviews of books, websites, and other resources that I think offer my readers some benefit.

WNCW: What is the purpose of your e-newsletter?

To offer myself, my wisdom, and provide a dose of monthly inspiration and reflection to my readers so that they can be reminded to take the actions needed for them to live the life they want. I intend to offer my ideas in a way that’s suggestive and encouraging, based on my personal experience and work with my clients. I don’t want to come across as the absolute authority and push my readers to do what I say. I trust that what I’m writing is true and useful and that it will ring true with the folks who are ready to hear it and blend it into their lives along with their own wisdom.

WNCW: How does an e-newsletter serve someone in your type of business?

It allows me to be a coach to hundreds of people simultaneously. People get to know me and feel my style so they’ll have a better sense if they want to deepen their relationship with me by taking a course I offer or hiring me as their coach. I think that any type of helping professional can be served by doing an e-newsletter because it’s an extension of them in the world and helps them expand their reach without using them up 24-7.

WNCW: How can people subscribe to your newsletter? (it is free, yes?)

Anyone can subscribe to my free e-newsletter by filling in the subscription box on shonnielavender.com.

WNCW: What company do you use? If you don’t mind telling us, how much does it cost you?

First I sent them myself using Microsoft Outlook. I’ve been with Constant Contact for about a year and am switching over to 1shoppingcart.com as they provide my other e-commerce tools. Outlook was free, as was Constant Contact because of my relatively low number of subscribers. 1shoppingcart is $700 annually because of the package we chose (my husband also uses it for his e-newsletter and e-commerce), though there are lower priced options too.

WNCW: Has the process met your expectations?

I didn’t really have expectations about the process itself. Two of the most gratifyingparts of doing the newsletter are hearing back from readers when they’ve really enjoyed what I’ve written and seeing where new subscribers come from. (My work gets to subscribers on 3 different continents now).

WNCW: Any other comments, advice for other women considering doing an e-newsletter?

If you love to write, go for it. If you don’t want to write, or seek out articles others have written that you can use, don’t do it. Your energy will come through to your readers and chances are, if you don’t really love doing it, you’ll get slack and your readers won’t be able to depend on you. First and foremost I say, do an internal check to see if this is something you really Want to add to your life or if you only think you Should do it. Yes to the Wants. No to the Shoulds.

Anne Alexander: Business & Executive Coach

Anne has been doing a newletter called Ordinary Brilliance that we especially enjoy for the last 1-1/2 years. She sends out once or twice a month.

WNCW: How do you gather subscribers?

Networking, web site, some purchase of double opt in names (people who have said they want to subscribe to my ezine).

WNCW: What kinds of content do you include?

A variety of articles for creative business owners & professionals to discover the secrets of applying everyday genius to solving life & business challenges with guaranteed results. Discover new and easy breakthrough strategies.

WNCW: What is the purpose of your e-newsletter?

As part of my mission as a coach—to provide valuable information to my subscribers, some of whom also decide to coach with me at some point. It’s a way to build a relationship and trust, which is essential in my role as a coach.

WNCW: How can people subscribe to your newsletter?

Send a blank email to brilliance@authentic-alternatives.com to start receiving it right away. It takes one minute to read and your email address is never sold, rented or shared with anyone ever.

WNCW: Has the process met your expectations?

Yes. I love hearing back from readers about the timeliness and helpfulness of various newsletters. I know I am having a positive effect.
WNCW: Any other comments, advice for other women considering doing an e-newsletter?

Don’t wait until it’s “perfect.” Just start. My e-zine has gone through various iterations and used various ezine distribution services. Also, don’t spam!