Published: May 04 2022
Are newsletters a thing of the past? Does anybody actually read them? Who wants another email in their inbox these days?
Your customers do. At least, they do if you have valuable content to share with them.
If you’ve ever considered creating email marketing for your business but shied away, unsure about whether or not you’ll get the return on investment you’re looking for, we can assure you that businesses are succeeding in your industry using electronic direct mail (EDM) or email marketing to drive traffic, build their brands and increase sales.
Here’s why you should join them:
Would you rather reach a thousand people who may or may not be interested in your business or a hundred people who love your products and are extremely likely to make a purchase?
While it’s important to have a strategy in place to reach new customers who haven’t heard of you yet, an email newsletter is a great way to push content out to people who have directly expressed interest in you already.
How often do people choose to see ads or promotional content? When you send out a newsletter, you’re reaching all the fans of your business who said, “yes, please” to hearing from you on a regular basis! This allows you to craft targeted content that will likely look different from the more generic messaging you push on social media or search engine ads.
The most effective marketing strategies are those that reach people whose interests align with your product or service. What better way is there to engage an audience that you know is interested in what you have to offer than reaching out to people who have already purchased from or done business with you in the past? After all, if they purchased from you once, previous customers may very well be repeat customers, and repeat customers are much easier to gain than new customers.
Have you ever been at the checkout of a store and had the cashier ask you if you want to sign up for their newsletter to get 10% off? Or have you ever had the option to subscribe to a digital newsletter during an online transaction? This is a great way for a business to maintain touchpoints with previous customers and send them targeted promotions, sales or details on products that they’re likely to show interest. All these touchpoints, as you can imagine, are very effective at driving sales.
Having an email newsletter—even if it only gets sent once per month or even once per quarter—and a strategy for capturing previous customers in a mailing list is a great way to keep people engaged with your brand and more likely to be return customers.
If you run a service-oriented business that doesn’t necessarily have promotions, sales or featured products to share, you can still use an email newsletter as a tool to engage current and prospective clients and generate sales.
By leveraging your newsletter as a platform to create and share high-value content that highly incentivizes your audience to read, you can easily capture the attention of readers who have an interest in a particular service.
For example, if your business installs residential air conditioning units, you might share a blog in your newsletter called “3 signs that it’s time to replace your old A/C unit” followed by a call to action to contact you for help with the installation. Interested subscribers will click the link to the article, read the blog and hopefully either contact you immediately or have you top of mind when they decide to get a replacement A/C unit.
Once you decide to start your own newsletter, you’ll need to decide on an email marketing software (a couple that we use with our clients include Mailchimp and Constant Contact), create a template that reflects the content you want to send and put together your mailing list.
Do you need help creating an email marketing campaign? Whether you just need design help to produce an email template to get started or require assistance planning campaigns, creating strategies to reach customers with the highest lifetime values and producing effective copywriting that connects with your audience, the email marketing specialists at our marketing agency are happy to help.
Contact us to discuss your needs today.