When it comes to marketing, your customers do not want to feel as though they are being bombarded. What happens is, this daily bombardment makes these customers and prospects feel overwhelmed and then they become upset and frustrated, which means they ignore ads.
When it comes down to it, you want your customers and prospects to know you exist and to do this, you need to market and advertise. Customers DO want to know more about companies, they just want a subtler approach. Customers feel that their relationships with brands is more than just a buy/sell relationship and they want to learn more about the company, who runs the company, the company’s goals, etc.
Previously, TV, print, and radio ads were the way to go and they were quite blunt. These ads appealed to many people because they got straight to the point and met the needs of the listeners. Today, companies have become subtler about advertising and have taken ideas such as social media marketing and tan with them.
Email newsletters is one of the most efficient and effective ways to advertise to customers without being too salesy. It is a soft form of advertising and IT WORKS.
What Exactly is Newsletter Marketing?
Newsletter marketing is a form of advertising that involves the sending out, usually by email, information about a company or the company’s latest promotions.
Newsletters can range from an e-commerce store or from the local UPS store down the road. Any business can use this form of advertising to reach their customers. Some companies will offer promotions, others will talk about upcoming events, and some will even add a how-to section to the letter. The content you use should engage your reader.
One of the biggest reasons companies use this form of advertising is because companies can add multiple products and invitations into a single piece. This is much more detailed than print ads or other direct forms.
Who Uses Newsletter Marketing?
Since newsletter marketing is an inexpensive form of advertising, almost all businesses use it. Most small businesses rely on it to get the word out because of budget constraints. Larger businesses use it to because they can offer promotions and talk about new ideas here.
Since larger companies do have larger product lines, multiple offers, and a huge database of customers, they rely on it the most.
Strategies for a Successful Newsletter
Develop Research Content – Content is king and you should remember this when writing your newsletter. Spend some time to think about what you want to publish and do not simply write a newsletter to write one.
Check Out the Competition – Always check out what your competition is doing. In fact, you can get ahead of your competition this way too. Signup for their newsletter and take a peek.
Reach Out to Your Readers – Don’t be shy and ask your readers to provide you with some content ideas for your newsletters. Trust us, your readers will not hesitate to tell you what they want to read about.
Partner – Start to develop partnerships with other companies and this will help attract more readers and signups for your newsletter.
Recycle – You can and should use content from your blog, other blogs, and even publications. Your readers will love it.
Reduce the Frequency and Length – Write less and make the biggest impact with the least amount of words. Readers do not want to sit and read your newsletter all day.
Feedback – Always ask for feedback and leave the option for your readers to comment. You will find many helpful ideas and tips from your readers.
How Can We Develop and Implement a Newsletter Marketing Plan?
You cannot just one day say you want to write a newsletter and do it in 24 hours. You need to plan and spend some time researching and writing the newsletter itself. Think of multiple topics and ALWAYS have a goal that you are trying to accomplish.
Here are some content ideas to get your started:
- Problem and Solution
- How To
- Event Reminder
- Opinion and Analysis
- Helpful Tips
- Case Studies
- Best of Lists
- Funny or Inspirational Anecdotes
- A Look into the Future
- Horror or Disaster Stories
The first step you need to take when you plan is to find out who you want to target with your newsletter. Are you looking to target business? Customers? A specific audience?
You will then need to think about the actual purpose of the newsletter itself. Many of the newsletters you see are designed to promote a sale, offer a discount, or promote something new. You should think about what it is you are after. Your goals can help you increase your response rate and even your revenue, if that is your goal.
The last step you want to take is to think about the design of the content, the content itself, and the completed product. You should construct a beautiful newsletter and make sure that it is appealing. The success or failure of your newsletter will depend on the steps you take to make it happen.