Newsletter Marketing More Important Than You Think!

These days, with social media all the rage, it’s easy to overlook email marketing for your small business. After all, who uses email anymore? It turns out many people do, in fact, three times as many people as Facebook and Twitter users combined.

Yes, the inter-web is here to stay, and businesses no longer have to rely on expensive advertising in newspapers or pay thousands of dollars for a TV commercial.  To a significant degree, the internet has leveled the playing field for small businesses.

But there’s one problem most business owners face with their website: you need to give people a reason to visit your site, and that’s not exactly easy.  

Then you have to give them a reason to keep coming back.

And this is why newsletter marketing matters.  Have you ever heard the phrase – “The money is in the list?”  That is especially true for small business owners –whether you know it or not.

Getting a potential customer to visit your website is excellent, but it’s even better if you can get them subscribed to your newsletter.  With each new subscriber, you are building your “list” of potential and current customers. 

With this list – you can create sales on demand because by opting in, these people have already demonstrated that they’re interested in what you have to say. Now, you don’t have to wait for them to come to your website; you can reach out to them.

Email Newsletter Marketing is Easier

The predecessor of newsletter marketing is direct marketing, which involved sending out actual printed materials like pamphlets, brochures, and catalogs through the mail. But what most businesses will tell you, sending email newsletters is so much better.  Here’s why:  

  • It’s more affordable. You don’t have to invest a lot of money sending out digital newsletters because you don’t have to print out anything. You don’t have to spend precious staff-hours stuffing these printed materials into envelopes. Printing and paying for postage is expensive too.
  • It’s also more convenient. Compared to traditional newsletter marketing – email newsletters are easy to create and take less time to reach more people. 
  • It’s easy to track your efforts. You know it’s working with direct marketing when your sales spike up after launching a DM campaign. But if it doesn’t work, you can’t pinpoint the exact reason.

But you can find out with free analytical tools inside your newsletter service dashboard. You can find out the percentage of opened emails, whether you used a compelling headline or not, and most importantly, you can find out how many of your recipients clicked on your call to action.

  • Your newsletters are easy to share. With printed materials like brochures, you can share them with only a handful of people – and that’s if you’re lucky.  

But that’s one reason why email newsletters are so great – subscribers share and forward your newsletters to their contact list. If you send something that your recipients will find a lot of value in, email is the perfect medium to spread the word to their contacts.

Newsletter Topics that Get Clicks

Your newsletter should be helpful and offer value in some way – The main objective is to help your customer resolve a specific problem related to your industry and continue to engage them – so when the time comes, they come to you for a solution.  Some good newsletter topic ideas to get you started including:

  • Company News –People like getting an inside look at your business (awards, nominations) and anything that happens inside your company (new employee, charitable event, etc.)
  • You can announce special offers, discounts, new products or services. These announcements are a tried and tested way of boosting revenue in a low sales period!
  • Discuss the latest developments in your industry. Emails are essentially a relationship-building tool, and here you can establish yourself as an authority by providing updates about the latest developments, trends, and other news in your industry.
  • Reviews of Happy Clients. When you get a positive review from a customer, you need to share it in your newsletter. Sharing reviews help nurture your relationship with your customers who have subscribed to your list and shine the spotlight on customers who take the time to leave a review.
  • Surveys & Feedback.  It’s critical to know how your customers feel about your products and services.  Many times, it’s just not possible to get feedback while they are in-store, so newsletter surveys are an excellent way to get much-needed feedback about your business.
  • You can give practical advice. The words “how-to” are two of the most commonly “googled” terms, so take advantage of it by answering questions that you think your customers are probably asking. You can provide tips or advice on ways to help them find new solutions to problems related to your industry.
  • Enlisting volunteers for charity efforts. Many recipients are willing to help out, and it elevates your “good guy” reputation when you don’t always use your newsletter for promotional reasons.

All these things must adhere to two crucial rules:

(1) Rule 1 is that the info should be interesting for the reader.

(2) Rule 2 is that the information should make your business look better in some way or another.

Of course, there are many other rules that pretty much go without saying. Your newsletter has to be readable; make sure that you don’t have any typos or obvious grammatical errors that will give readers the wrong impression.  Newsletters are not something that you want to type up on the fly. The more effort you put into creating a fantastic newsletter, the more you’ll get out of it.

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