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Andrew's newletter clinic suggestions...

1. Have a clear objective for the newsletter. Is it for increasing sales, building relationships, providing support etc. It may be different for different segments of the audience (see point 2).
   
2. Segment the audience. In discussions with Turbosound. I understand the main audience groups to be:
   
   • Decision makers (managers) – venue owners/managers, rental company owners, tour managers.
   • Heavy Influencers (practitioners) – sound engineers, contractors, acoustic consultants.
   • Light influencers (performers)– musicians, DJs.
   
   If you have time, I would recommend you create a version of the newsletter targeted at each group. This may simply mean changing the subject line to focus on a benefit to the particular group and using content only relevant to that group.
   
   However, this is one of the benefits of email marketing – you can easily and cost-effectively send different emails to different groups. It can make a real difference to your results.
   
   This example is targeted at the second group – sound engineers.
   
3. Give the email a clear message – one which benefits and is of interest to the target segment. This should be highlighted in the subject line and lead through to the main focus of the email – the first article.
   
   In this example, I suggest demonstrating Turbosound is used by the best – in this case at the biggest gig in the world. But rather than have just a description of the event you should add content more relevant to sound engineers: include an interview with the main sound engineer at the event; include details of the Turbosound kit specification on the day and of course pictures of it in action.
   
4. Reduce the product news down to short introductions. Make them focus on key benefits of the product. Less copy makes it easier to scan and increases click-through. Give clear calls-to-action which meet users goals (eg Request a demo).
   
5. Because of the lengthy time between product purchases and upgrades, one of the purposes of the email is to maintain a long-term relationships with customers. The content should reflect this, so in addition to sales information about the products, useful content should be included to keep people reading between purchases.
   
   Some ideas for this are:
   
   • Masterclass – Useful knowledge from respected experts in the field on key issues facing sound engineers.
   • Venue spotlight– A focus on great venues that use Turbosound speakers (or have hosted them on a tour), with comments from other sound engineers.
     
6. Good pictures make more of an impact than text. The shop would benefit by highlighting some of the products visually.
   
7. When using small pictures of events within an email it is better to use close-ups. Ideally the picture should have a clear focus such as a person or piece of equipment.
   
   

Send us your email newsletter. We will pick one for a free makeover every month. Contact Pure on 0870 765 7222