If you are like most business owners, the amount of SPAM found in your inbox has you convinced that e-newsletters are nothing but irritating and give no value. Trust me I’ve received many e-newsletters to where I would agree with you, however, I’d like to take this opportunity to persuade you that E-Newsletters not only have value but can lead to increased sales.
The first thing we need to do in persuading you is determine what I mean by sending out an E-Newsletter. I’m not talking about purchasing a list from a data service and spamming 100’s to 1,000’s of businesses/consumers that have never heard of you or your business. What I am talking about is sending out valuable educational tips and information to people who already know and trust you, this would be your current/past customers along with anyone who has signed up through your website or other marketing efforts.
It’s already starting to sound better – right?? Ok, lets keep going and I’m sure I’ll get you to come around.
Who knows how many times you have complained about those e-newsletters filling up your inbox, spamming you. I bet you can even name several of the businesses names that are the culprits even though you didn’t even open them. Hmmm, is there value in that??
Ok, what about the 22.87% that did open it? According to Smart Insights, that is the average open rate for email marketing campaigns across all industries. Did you also know that email subscribers are 3 X more likely to share your content via social media than from any other source (QuickSprout).
So not only do E-newsletters keep your brand in front of everyone whether they open it or not, but when done right, it spreads your brand to new prospects through sharing your content.
“People buy products and services from people they know and trust AND from who they connect with.” You’ve had to hear me say this at least once if you’ve ever been around me, and if not you can find it in many of my blogs.
Your content in your newsletter should be establishing you as the expert in the industry which in return builds trust. You do this by demonstrating your knowledge, expertise, and experience on topics that will matter most to your customers and target market. This can also help you shorten your sales cycle.
Don’t be afraid to give away your knowledge and expertise because of your competitors or of fear of losing business to DIY’ers. In today’s world there really isn’t any content that they can’t find on the internet. This same content can make you the expert and if they do end up doing it themselves you still become the expert if they need help or a great referral for one of their friends.
Every one of your current or past customers have an acquisition cost, correct? Why wouldn’t you want to get the most out of that cost. Don’t assume that all of your customers have a complete understanding of what services and or products you offer. Heck I’ve even got “good” friends that I know and hang out with on a regular basis that don’t know exactly what I do. An E-Newsletter is a great way to feature other products and services that you might offer and what benefits they can add to your customers.
When it comes to purchases made as result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. (DMA)
A well designed and written e-newsletter will have at least one if not two or three valuable articles/tips written by the business. I would suggest doing these such articles as a blog post that sits on your website. Then include the first paragraph or two in the E-Newsletter to grab their attention which then will direct them to a “read more” link that drives the reader straight to your blog where they can navigate around your website.
By consistently producing your E-Newsletter (I suggest 1 X a month), you will find that it will become a reliable way to drive traffic to your website which will lead to more sales.
By providing true value to your readers by sharing your knowledge and expertise they will look forward to reading your newsletter and will see you as a trusted vendor. In today’s world this is the most important step to turning prospects into paying customers.
If you have additional questions about how to design, write, and distribute a monthly E-Newsletter feel free to contact Visibly Connected.