E-newsletters have not gone out of fashion with savvy business owners, they are still a great way to keep your name in front of clients.
I cannot begin to tell you how many phone calls I get after sending out our newsletter where we feature an important website issue. Case in point is after our last newsletter on the European GDPR, we had many past clients who were not regular customers ask us to implement the updates on their website.
Customers past and present do read your newsletter – but, only if the content provides value. By explaining an idea, analyzing a new strategy or highlighting a new technology in your newsletter you help clients to stay informed in a low pressure manner. Unless you are selling products online, I do not recommend making the newsletter content all about your services.
Becoming the “go-to” person for your clients builds repeat business and garners you referrals. If you have not subscribed to our own monthly e-newsletter, I invite you to subscribe right now.
I take time each month to write an e-newsletter and have found over the years that for me personally it is an excellent way to continue to connect with existing customers and potential new prospects. For my business needs, an e-newsletter has simply not gone out of style.
I have found that many businesses have never tapped into the power of e-newsletters and want to let you know why as a business owner you should.
1. It is less costly to build sales with existing customers than new customers.
2. With a monthly newsletter you put your name with your “face” in front of your existing customers on a regular basis. Reminding them why you matter and letting them know of any new services or programs you offer.
3. An e-newsletter is a great way to showcase a new product, mention specific features and benefits or simply establish yourself as an authority on a topic.
5. I cannot begin to tell you the number of times a new customer has said to me, I have been getting your e-newsletter for a while and now that I need X services, I thought to call you first. I find that my e-newsletter makes me approachable. I will have subscribers frequently send me a personal note with a question. All of which I will respond to personally.
E-newsletters really work for my own business, if you are not using one, I feel that you are missing a golden opportunity. Take a look at our online information about e-newsletters to find out more and to learn how easy we can make it for you to get started with one.
E-newsletters are far from dead at this point, in fact they are getting a new look by many businesses. We have many clients for whom we provide writing and HTML services for their monthly or quarterly e-newsletters. I still find it surprising that when a new client comes to us that they have not been archiving their previous HTML newsletters on their website.
If you are going to create an e-newsletter in HTML format make sure to archive a copy in a newly created online e-newsletter archive section of your website. This way not only are you sending out a e-newsletter to prospects and clients, but you are also creating new website content for search engines.
If you are blogging, you can even use your best blog posts as e-newsletter content; saving time and money, as the people who will typically read your e-newsletter are usually a different demographic than the ones who will regularly read your blog.
The only time you would not want to archive e-newsletters on your website would be if you had a special price offering or coupon code for use for a certain list segment.
To get an idea of how you can create your own archive here is our own e-newsletter archive to review for ideas.