How to use one of the most popular forms of communication to your company’s advantage
In the modern digital age, we are fortunate enough to have access to so many mediums of communication and potential advertising. You can reach customers through social media, pop up ads in popular phone applications, even through virtual billboards in online games. And yet, through all of those options, one of the most tried and true methods of communicating with clients is still through email.
Whether it is the versatility in potential contact base or its instantaneous nature, email is an extremely useful tool for marketing. But what is the best way to utilize this means of communication? The answer to that comes in the information worth sharing, and how to go about sharing it.
What To Share
After agreeing to write an email newsletter, you might be filled with a sense of dread or feel at a loss for words. With all that occurs in the day-to-day happenings of your business, it can be difficult to determine what your audience needs (and wants) to know. You may find it beneficial to put yourself in your customer’s shoes and think about the information they would be interested and curious about.
1. What’s Going On?
As a general guiding question, ask yourself what is going on with your business? Are there any new products you have to offer? How about changes to pre-existing services? Think about the things that you want to know when it comes to other companies. If you were your own customer, what would you be interested in hearing about? Remember to balance the information that your customers want to hear along with any important updates that they need to hear.
2. Flexing Your Muscles
Email newsletters are also a great opportunity to show off a bit, or flex your muscles if you will. Do you have any new achievements or awards worth sharing? Reached any new important milestones lately? Although it is said that modesty is a virtue, this is a time that bragging can be to your benefit. It is perfectly acceptable to be proud of accomplishments, and sharing that pride with your customers can help increase a sense of company loyalty.
3. Perks and Benefits
Often times, companies provide some sort of incentive along with signing up for an email newsletter. This can be special deals, coupons, or just access to information firsthand. Think about your business and what sort of benefits could be provided in email form. Establishing some sort of value to your newsletter keeps your customers happy, and keeps them actually reading the information you work hard to assemble.
4. Call In The Experts
A regular email newsletter can also be a great venue to establish your business as a subject matter expert. Writing newsletter articles that are both fascinating and helpful to your customer base is a great way to encourage clients to actually read your emails. Think about topics that are both relevant to the interests of your customers, and in the best interest of your company. Or, better yet, you could have a subject matter expert do that for you. For more information on SMEs, read last month’s blog post (*link here*).
How To Share It
Now that you have some fundamental ideas for content of a newsletter, deciding how to present that content is the other half of the battle. There are plenty of variables to adjust when expressing your message, and some frequent mistakes that you may not have considered yet.
1. Demand and Frequency
One of the most important components of email marketing is deciding how often to send out a newsletter. Email newsletters can be a wonderful tool to keep your customers well informed, and to keep your business present in your patron’s minds. However, if they are sent too frequently, they can be seen as more of a nuisance and will often get automatically deleted.
Different businesses will have varied levels of demand for a newsletter. Suppose you were a tax accountant, who most people only think about once a year around April. Would it make sense for your business to send out weekly periodicals? On the other hand, imagine you ran a small grocery store chain. Many families shop for groceries once a week, and specials change about that frequently as well. Would you be doing your business or your customers any good by sending out an annual email? Again, it is imperative to look at your business through your customer’s eyes and try to meet their needs and wants for information.
2. A Want For More
Newsletters are not just for providing information. The overarching goal should be to maintain and grow your business, whether by increasing website traffic and/or bringing more clients to your physical location. With that, it is important that your customers do not feel like they can get everything they need from you just by reading your email. Always leave them wanting more, and then make it easy to get more. Provide your web address and/or physical address. Link back to previous articles that relate to your present topics. If you are requesting some call to action, make that action easily accessible. Ease of access to information will increase your customer’s trust and reliance in your business, and will likely keep them coming back for more.
3. The Right Length
Establishing the right amount of information to relay in a newsletter is another tricky matter. If you have too much data, people are likely to not want to go through the labor of reading. If you have too little data, they will not see the purpose in even opening the email. Remember, establishing value to your customers is crucial. They sign up to receive your emails because they are interested in hearing from your business. But with the wrong moves, clients can become uninterested and unimpressed. Make your emails clear and as concise as possible without losing your value.
4. Maintaining Consistency
Consistency is another component of newsletter writing that should not be forgotten. If you want your company to be seen as a trusted source, a big part of that is consistently providing the information your customers need. Part of this is releasing your newsletter at the same time each week/month/year/etc. It is also reliably providing the same type of information with each edition. If your customer base expects to hear about your weekly deals and specials, make sure they are getting that information. If they anticipate a new expert article each month, ensure that it is being provided. If you consistently meet those relatively small expectations, your business will be given the opportunity to do something greater- exceed them.
All in all, email newsletters are still one of the most valuable tools for a company to market and communicate with their client base. They provide a means to update on imperative and interesting information, brag about recent accomplishments, supply advantages for loyal customers, and impart expertly written articles. By establishing and maintaining a value through careful and conscious construction, you can ensure that your email newsletter will be seen as a true benefit to your customers.