Gray’s team brainstorms before each newsletter to establish content. “We take a look at what’s going on, or there could be something that’s more relevant during a certain time of year,” he says. Like Divine Kitchens, the company’s e-newsletter offers tips on taking care of the home, highlights new projects, and announces company accolades.
Steve Gray Renovations also uses its e-newsletter as an opportunity to promote its partnerships with various subcontractors. “We’re using the newsletter not only as a way to thank our contractors and vendors but also to let people know who we work with and to encourage them to go visit their stores,” Gray says.
While many remodelers contract with an outside source to create their e-newsletter, some have found success using online software to create templates, which can make creating the newsletter more affordable.
For most remodelers, the e-newsletter is a direct line to the company’s Web site. “We definitely see more hits on our Web site in the days after the newsletter goes out,” Gray notes. Direct links in the newsletter to places on your site, such as featured projects or contact information, will encourage Web site visits.
Stone says he tries to put himself in the recipient’s shoes. “If I’m going to get a newsletter, it should be of value to me, not just to the people sending it,” he says. His goal is to “get my brand in front of my readers. I want their experience to be a positive one when they open that e-mail.”
To ensure that recipients read the newsletter, Barsoum offers this advice: “Keep it short and sweet.” The majority of readers scan the newsletter for items they consider interesting. “Put all your important information at the top; people don’t want to scroll and scroll to find information,” Barsoum says. “You also need to make it pretty. Nobody wants to open just a text file.”
Amy Campbell is a freelance writer in Phoenix.