An email newsletter may seem old-fashioned, but it’s still one of the best ways to market your goods and services today. Learn how email can help you reach more customers and stay top of mind. But first, what is an email newsletter?
An email newsletter is a regularly scheduled communication (weekly, monthly, or quarterly) that goes out to subscribers, it can be long or short and sweet. You decide.
Unlike email campaigns, which usually have short-term goals, email newsletters have long-term goals like maintaining relationships and building brand awareness over a longer time period.
Here are the top 10 reasons why your business needs an email newsletter.
1. You’re The Boss!
Unlike social media, you own your contacts. Your audience isn’t scrolling past you or getting distracted by the latest Star Wars meme. (Guilty as charged.)
2. It’s All an Experiment.
You can gather information about what content appeals to your audience through analytics like open and click-through rates, but you can also send out a survey to gather feedback on your services or products. If something doesn’t resonate with your audience, you can adapt and change.
3. Get the Word Out!
Email newsletters allow you to build your brand awareness.
This isn’t a Field of Dreams; if you build it, they will come. You need to show and tell how your products and services will help make their life better or help their solve problems.
One of my most successful social media posts this year just posting what services I offer and who offer them to. I even got a couple of leads from it.
4. Become the Authority.
Consistently showing up with high-quality content in your newsletter establishes trust and authority with your audience. It positions your business as an expert, whether you’re a log home contractor, toy maker, or nonprofit.
Here are a few things you can share—
- Latest trends
- Helpful tips
- Upcoming industry events
- The behind-the-scenes look at your process
5. Get More Bang for Your Buck
The bottom line is email marketing is affordable. You don’t have printing or mailing costs associated with direct mail campaigns, and you can even sign up for free accounts through Constant Contact or MailChimp to get started.
6. Stay Top of Mind.
Even if your subscriber doesn’t open your email, you still land in their inbox regularly. Seeing your name helps you stay on their radar. So when your people need your product or service, they know who to go to. It acts as a reminder and helps encourage repeat business.
7. Drive Traffic & Sales.
Since you’re in charge, you can use email newsletters to drive traffic to other platforms like your website, blog, social media, or landing page. You Pick. Do you want more web traffic to create brand awareness? Send them to your website.
Pro Tip: If your CTA (Call-to-Action) link involves a landing page, link your logo to the landing page instead of your home page so you don’t miss out on a click.
8. Build Better Relationships.
You wouldn’t get hitched on the first date, so don’t expect your audience to click or say “I do” with your first newsletter, either. Think of it like dating —with each date, you get to know each other a little bit better and grow closer over time.
Showing up in your audience’s inbox, monthly, quarterly, or weekly, with relevant and creative content allows them to get to know you and what your company stands for.
9. Showcase Your Wares.
This isn’t the place to be all greasy salesman-y (actually, you should never do that; instead, use your Marketing Manners.) But it’s still an excellent platform to showcase your products or services. Use high-quality images, descriptions, and links to drive traffic to your website or online store.
10. Become a Content Machine!
Creating a newsletter consistently forces you to ask questions about your audience’s wants and needs. While you research the topics you’re writing about, it generates ideas for new content or content you can repurpose on your blog, website, or social media.
Don’t forget the key to a successful email newsletter is showing up consistently delivering high-quality, relevant, and engaging content to your audience. Experiment and let it evolve over time, and you’ll see results.
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