Believe it or not every business should be publishing an newsletter. Creating a periodic newsletter offers numerous benefits for your customer and potential customer base.
If you’re on the fence about your newsletter, these 6 reasons will clarify why neglecting your email newsletter can cause problems by not taking full advantage of the opportunity to connect with your customer base. Keep reading to learn how to avoid these problems and turn your newsletter into an asset!
1. Customers Will Forget Your Offer
In today’s digital world, people are bombarded with new ideas and offers every single day. Your customers are hit with so many different opportunities, the options can be overwhelming to sort through. A newsletter gets your business in front of your customers and prospects’ eyes.
Even if you publish a newsletter only once per month, its arrival in your prospect’s inbox puts your business at the top of their mind. Since people are overwhelmed with offers, you need to be proactive in your marketing. Your newsletter can reiterate a current offer you have, share a success story, give a holiday greeting, or provide a discount. Whatever function the individual newsletter performs, it acts to keep you in contact with your customers and prospects so they are less apt to forget about you.
2. You’re Missing the Opportunity to Forge Lasting Relationships
Often newsletters give businesses the opportunity to create a more personal and intimate connection with prospects and current customers. Since you already have their email address, you know they are at least mildly interested in what you do or sell. Your newsletter is your chance to capitalize on that information and leverage it.
In your newsletter, you can share useful articles from your industry or pose survey questions to learn even more about your clients. Using a newsletter as a tool to forge relationships, builds a trusting and loyal client base. In an economy with so much uncertainty, your newsletter is your opportunity to build long-lasting relationships.
3. Newsletters Can Showcase Your Expertise
Do you know a lot about your business’s industry? You bet! That’s why you’re a business owner. Publishing a newsletter is a chance for you to share your expertise with an interested audience. Simply create a form on your business website that says “Industry Tips Sent Direct to You” or “Monthly Market Review” and people give you their email address ready to learn.
Simply stating that you share tips or review the market, demonstrates your expertise. Your confidence to offer these in a personalized newsletter instills confidence in your business. Opting out of publishing a newsletter can be a great opportunity lost.
4. Brand and Community Management
Periodic email newsletters instill brand confidence in your customers and prospects. They get to know your company’s voice and logo. It becomes more familiar to them and thus more trustworthy. Tell people what your company is working on and let them share in your growth.
Simply by sharing your progress, people will feel wanted in your community. A newsletter is also the perfect instrument to share new initiatives and public relations reports with those already receptive to it. With each newsletter you publish, your business’s brand gets clarified and people will recognize it more readily.
5. You’re Missing Prime Testing Space
If you’re like me, you like to know that a new product will be successful. A newsletter is a great way to test a product before its official launch. You can share it with your customers and prospects who are receiving your newsletter and gauge their reaction.
Testing for success before a product launch gives you vital information about how it will perform and if any changes are necessary. Publishing a newsletter gives you an audience to bounce these ideas off of before committing to them fully. You could even ask them what product they would love to have or if there is anything else you could offer them. Newsletters are a great way to test the waters before the dive.
6. You May Lose Focus or Vision
We all get caught up in the daily grind sometimes. Periodic newsletters give you the perfect opportunity to keep the big picture of your business in check. As you create the newest email newsletter for your customers and prospects, you get the opportunity to see your business in panorama.
Besides seeing the big picture, newsletters give you the chance to interact with your employees and showcase their accomplishments as well. If you highlight their achievements, you can also strengthen the inner workings of your company, thus making the client-facing side even stronger.
With all the different marketing channels available to businesses today with SEO, social media, and traditional advertising, a newsletter is one opportunity you just can’t afford to miss. Many email marketing service providers make it easy for you to create a list of interested people and help you send newsletters to them. Regardless of how you decide to publish your email newsletter, not doing so will cause problems.