How many times have you signed up for a newsletter only to receive what appears to be nothing more than a sales pitch?
This might leave you wondering why you bothered to sign up to this email list. After all, this isn’t what newsletters are supposed to be. Is it?
Think about Your Newsletter Content
Newsletters are marketing messages but that doesn’t mean they are always “selling” messages. These messages build on your expertise in your field.
You might be wondering how to start crafting your newsletter. A newsletter is basically a short article that provides your customers with helpful information.
Keep in mind there is a balance you need to strike when using your newsletter. You want to make offers, but that doesn’t mean your newsletter is all about “selling”. As a matter of fact, at a recent presentation I gave to a group of women business owners, I shared with them the fact that your emails should be 80% information and only 20% sales. That being said, you don’t have to make any “offers” at all in your newsletter.
Every time you send out a newsletter you are making your subscribers aware that you exist. It’s almost like “advertising” for free.
Maybe you are thinking you have a retail store so how would you capture names and emails? This can be done directly at the checkout counter. As they pay for their product you can suggest they sign up for your newsletter. Mention to them that you will at times be sending out subscribers-only “specials”. That will usually entice them to sign up. After all who doesn’t like to save money! Once they sign up, add them to your database.
Practical Tips for Your Newsletter
Let’s put this into practice. Let’s say you are a local veterinarian. You can provide monthly or bi-monthly newsletters that provide tips on pet care. These tips can be related to seasonal care for your pet. At the end of the newsletter you could suggest a product that would help with the problem. Something else you could do at the end of the newsletter is tell them about the importance of using heartworm medications and perhaps a “special” price you offering for this.
The best way to deliver your newsletter is by using a company that specializes in email delivery. This method of marketing is a low cost way to reach out to your potential clients/customers.
Other ideas for content for your newsletter include promoting local events. You could set up some type of contest for your list. Let’s go back to the example of the veterinarian. You could have customers send in photos of their pets and then highlight one or two pets each month in your newsletter. Include a calendar of local events or provide a list of places to see and other related local information. Think about business relationships. Why not promote or suggest other small businesses in your area?
Running a newsletter is a great way to stay connected to your customers. You can provide them with additional information and let them know about new specials, announcements, products and more. A newsletter is also a great way to give your subscribers a look behind the scenes of your business. Start giving a glimpse into why you started your business. Let them get to know the person behind the business.
As I mentioned in my presentation last week, it’s all about building business relationships. Your voice needs to be seen and heard on multiple platforms. Sending out a newsletter is one of the ways to have your “voice” heard.
Are you using newsletters to build business relationships?