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 [5], 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 [6]” 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 [7]. 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 [8] 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 [9].
• Incorporate E-Book Marketing Materials. Grab banner ads and info from the IndieCommerce Publisher Promotions page [10].
• 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 [11]. To contact BTW about other time-saving ideas, e-mail [12][email protected] [13].