Timesaver: Instant Content for E-Newsletters

E-newsletters still get top ranking for being an in-depth, tailored format to communicate with customers about store news, but while they can build sales, they can also be a time sink. Here are quick tips for adding readymade content so writing your e-newsletter doesn’t take all day.

• Include local reading group choices. Lots of people don’t have the time or inclination to join a reading group, but they still love “reading group” books.
• Feature your store’s own bestseller list. People love to see what their friends and neighbors are read­ing. Your list is likely to to be significantly different from other regional and national lists, and may include local authors, book club picks, etc.
• Print customer reviews. Several bookstore newsletters include reviews by kids and teens. One store newsletter devotes an entire issue, annually, to customer reviews. Customers can be “incentivized” to write reviews. People love to see their names in print.
• Solicit lists from local experts. For example, “My Top Ten Cookbooks” from a local restaurateur, or suggested books on pregnancy and child care from the local ob-gyn or pediatrician. People love lists.
• Get in Bed With Bloggers. Team up with local bloggers to share content, promote events, increase sales, and expand both of your reaches in the online and physical communities.
• Share an IndieBound quote. Lots of booksellers are already doing this. It’s easy to download these from www.IndieBound.org.
• Incorporate E-Book Marketing Materials. Grab banner ads and info from the IndieCommerce Publisher Promotions page.
• Mention a cause that is close to your heart. Let customers know that you care, whether it’s about a local conservancy group, a literacy effort, or support for free expression. Just be sure to keep it short (no one looks good on a soapbox), sweet (think about your customers — will you inspire or offend them?), and consider including a link, for those who want to know more.
• Think locally. Share a quick mention about neighboring businesses or cultural centers. It helps give your newsletter that local personality that national chains can’t replicate.
• Ask for suggestions. Customers appreciate being asked what they think and how they would like to see things improved — even if they may not take the time to give you feedback.

For a previous article on e-newsletters, click here. To contact BTW about other time-saving ideas, e-mail editorial@bookweb.org.