Do not underestimate the power of strong email newsletters! There are a number of ways to promote your business and gain the loyalty of readers and clients. Before launching a newsletter campaign it is important to have a clear understanding of the benefits, uses and implementation of newsletters.
Mailing a newsletter that is ill-prepared can hurt your business more than help it. Do not leave the quality and credibility of your newsletter slow you down.
Benefits of Email Newsletters
Whether creating product promotion or informational newsletters, there are a number of benefits to having a well implemented newsletter.
- Probably one of the most important benefits is establishing credibility and trust with readers. The quality of the content will determine whether or not readers or clients continue to read your newsletter.
- Newsletters create a direct link between readers and your business and staff. In fact, a successful newsletter containing articles uses articles written by staff that readers would have direct contact with. The association builds trust.
- By combining newsletters with special promotions the chance of sales increase. This is especially true if readers learn the facts of the products from your staff before finding out about the promotion. They have time to think about what they read, then are given the chance to make the necessary purchase.
- Loyal customers will sign up for the newsletter. By doing this they have an inside scoop on changes or product enhancements as well as discounts. Offering these promotions to newsletter readers before the general public gives them a sense of ownership.
- Customers are open to newsletters containing educational information and inside scoop promotions. Giving these benefits to those that sign up will establish trust and create product loyalty.
Regular communication with customers drives traffic back to your website. The more frequently the opportunity to return to the business website is, the higher the likelihood that they will make a purchase.
Uses for Email Newsletters
Thanks to the number of spammers on the internet people are more hesitant to give up their email address. They are more likely to follow a Facebook or Twitter page than they are to sign up for a newsletter. The problem is driving traffic to the social media outlets in the first place. Newsletters have one very clear use: giving readers a chance to stay up to date with your business and product changes and sales. Keeping them informed establishes trust and loyalty that will not easily be broken.
Implementation of Newsletters
Emailing a newsletter may take a little time to set up. There are a few steps to get started with implementation. There are also tips that should not be ignored.
The first step in the process is developing a database. If your customers have already given you their email address it gives you a list to start with. Respect the wishes of customers if they request to no longer receive the newsletter. If some customers have not shared their email address make sure they know about the newsletter on their next invoice. Make the subscription easy to find on the top of every page of the website. If customers cannot find the sign-up box they will never utilize the service.
Hire out to a company that specializes in email marketing and newsletters. Vocus is a great business that offers iContact, a service that can help format newsletters for any browser as well as manage statistics. By hiring out instead of doing it yourself, you can take- a lot of stress out of the newsletter. All you need to provide is the content and iContact does the rest.
Every newsletter should have an opt-out option so that customers can cancel their subscription at any time. Social media networks are a great way to keep readers up to date without the need to check their email. Use links to the company page on Facebook or Twitter so that readers can like or share what they read in the newsletter. This is a great way to get the information out to more potential customers.
Don’t spam customers. Make sure the information in the newsletter is relevant, organized, and most important, wanted. Sending out a newsletter every day will quickly annoy customers and possibly lose them forever. Instead determine in advance how frequently changes are made to your business that readers should know about. If the business is focused on products, consider doing one weekly. If the business is focused on services a monthly newsletter may be a better fit.
Be careful not to link back to the homepage in newsletters. While the home page may be like walking in the front door of an office, it doesn’t give customers what they are looking for. Don’t link to the homepage. Instead find an article that is relevant to the subject of the newsletter more directly and link to that. For instance if you have an article about the benefits of regular lawn care use a link that takes the reader to your lawn care service information page.
A strong newsletter does not have to be a hassle. As long as the customer is given relevant information, respect, and the ability to share what they love the newsletter will be a success.