Are you staying in touch with a monthly e-newsletter? If you aren’t, you should be. An e-newsletter should be part of your marketing plan. It allows you to stay top of mind, and keep in touch with valuable news, helpful information and compelling offers.
Who should get your monthly direct response e-mail newsletter?
- Prospects
- Past customers
- Current customers
- Members of the media
- Referral sources/centers of influence (other businesses/professionals)
- Businesses you want to develop joint ventures, partnerships, or affiliate relationships with
- Anyone else whose face you need to keep in front of to grow your business
Don’t Be Boring
You want to design a newsletter that will get responses! It must be personal and filled with news about your business, employees, promotions, and other marketing. It can contain news from your industry, but only if it reinforces your point of view.
It can’t be about boring, technical stuff that the average prospect or customer has no interest in.
It’s All About Them
It’s got to be about them – your readers. What’s of interest and relevance to them? With that in mind, your newsletter can contain information about:
- Customer Appreciation Day
- Customer of the Month
- Testimonials and reviews
- “Thank you” section for referring customers to you
- Customer news (to the extent you get permission
- Contests/giveaways
Any content you put out, including your newsletter, must be designed to stimulate people to take some sort of action that you want them to take, which should be coming into your business, booking an appointment, making a purchase or referring other customers to you!
Newsletters specifically, but really any content you create, is a waste of time if they don’t get you more customers.
A boring newsletter will not get you any leads, new customers, or referrals. It will be deleted right away.
People hate boring. Don’t waste your time and money by being boring.
Many business owners don’t have the time or energy to send out regular, interesting and emotionally impacting email newsletters to their prospects, customers and referral sources.
Others feel that they are being pushy and bothering their customers by communicating information and making offers in each piece they send out.
However, consider that if you don’t communicate with them with direct response offers and interesting content, you are ignoring them. You are telling them that you don’t care about their continued and ongoing business.
You are telling them that you were only interested in making a quick sale and that you don’t value their ongoing patronage.
Sending them a well-constructed email newsletter is not bugging them. It’s the glue that will hold your relationship with them together, and keep them as customers for years to come!
Consistency Is King
Your newsletter must go out at least once a month!
If you don’t maintain a relationship with your leads, customers and prospects, you’re missing out on a lot of business!
Some businesses send emails to their lists multiple times per month. Weekly, or even daily in some cases. The fact is, the more you email, the more money you will likely make.
If you can’t do it yourself, hire someone to help you. But make sure that those email newsletters get out at least once a month!
Include Offers
Your e-newsletter needs more than just interesting information. Each and every issue must include one or more offers.
If you get feedback that people like your newsletters, but they don’t respond to anything in it, or refer their friends, it isn’t working.
You don’t want to simply “brand” or “get your name out there”. You want to get more leads, buyers and referrals.
Need Help?
If you don’t have the time available to create and distribute an e-newsletter, reach out and we can help!
