Good communication– open dialogue with customers,patients, employees, constituentsor other audiences– is integral to success for justabout every business. Sharingvital information with theseaudiences, and developingsustainable relationships withthem, not only benefits theaudience, but your companyas well.
Working in a well–informedenvironment strengthens thebonds between staff membersand management causinga ripple effect through thecompany that ultimatelyaffects relationships betweencurrent and prospectiveclients and patients.
There are numerousmethods to keep clients,patients and employees wellinformed on important issuesconcerning your company;one is the electronicnewsletter.
As we continue to relyon open and continuousaccess to the Internetin order to effectivelyconduct business, an onlinenewsletter makes sense. Suchcommunication is one ofthe most effective mediumsto convey information topatients, clients, prospectivepatients and clients, and staffmembers in a concise andrelevant, and relatively lowcostformat.
Make it Easy
By placing your newsletteronline, the probability of itscontent being read, or at leastscanned, will significantlyincrease compared to a hardcopy of a newsletter that ismailed or delivered. Onlinedelivery also encouragesthe use of bullets and moreconcise writing which aidesin improved readabilityas well. Ensure that eacharticle is clearly written, freefrom grammatical errorsand straight to the point. Apoorly written newsletter candamage your credibility andmay mislead your reader.
Use Images to E–nlightenReaders
The use of images is alsoan important factor toconsider. Photos and graphicsdraw attention and helpyour message stand out. Inaddition to graphics, be sureyour newsletter overall isvisually appealing. Strive forconsistency by using the samecolors, font and layout tofamiliarize your reader withyour newsletter.
Be Cost Effective &E–nvironmentally Friendly
Put simply, e–newslettersare cost effective. Thetime and money spent ongenerating and printinga newsletter can be cutdramatically by moving to anonline format. The process isalso environmentally friendlyby saving paper, stampsand ink. Eliminating paperwaste and the conservationof our natural resources aswe progress into the futurehas become a large concern.With the “Green Movement”becoming a priority for manycorporations, taking theinitiative to conserve may begreatly appreciated by yourclients and employees.
Educate, Don’t Just Sell
Your newsletter shouldprovide useful informationto your audience instead of“hard” selling your business.Offer valuable advice andhelpful tips; then, complimentthis news with informationabout your business. Yourhelpfulness and concern willdevelop loyalty between yourcompany and patients andclients. Don’t forget that theinformation provided in yournewsletter should always beup–to–date and accurate.
It is appropriate, however,and encouraged, to includelinks in your newsletter thattake readers back to your ownWeb site to increase trafficthere and in turn accomplishmore sales for your company.Adding contact informationand a direct e–mail link canalso be helpful for readerswho may want additionalinformation.
Be Mindful of frequency
Make every effort not tooverwhelm your reader. Ingeneral, weekly, monthly orquarterly newsletters arethe best received. Clientsand employees will becomeaccustomed and expect toreceive your newsletter onthe specified date, so besure to stay on schedule anddeliver on time.
Communication is a crucialprocess for every corporation,and an electronic newsletterproves to be a relevantand efficient medium fordelivering information to theinboxes of your key audiencesfor both internal and externalcommunications efforts. Ina competitive marketplaceadding such a personal touchcan make all the difference.
