With the number of Internet users worldwide approaching two billion, electronic newsletters have become a necessity for every type of business. Newsletters can be one of the most effective mediums for keeping in contact with clients and attracting new prospects. If a periodic newsletter is not part of your marketing plan, you may be missing out on a vital marketing strategy. With both the newbie and the seasoned email marketer in mind, I have summarized 12 reasons why your business needs an email newsletter.
Here comes reason number FOUR…
Regular personalized email contact via newsletters helps to cultivate your relationship with your clients and potential buyers. Business relationships don’t just happen overnight; building trust and credibility must be earned over a long period of time. Regular contact through email and print newsletters can be one of the easiest ways to build and maintain that trust. Better still, it helps people to remember you and pass on information about your company to others. As many as 70% of people claim that referrals are a major factor in making purchase decisions, so miss out!
Let’s take a look as well at how the content of your newsletter can help to foster this relationship. Here are a few suggestions on how to turn your email newsletter into a relationship builder.
- Don’t let your newsletter become an advertisement! The main purpose of your newsletter should be, as the name implies, to provide interesting and useful news to the reader. Don’t cram it full of company announcements and product information. Remember the newsletter version of the 80/20 rule: 80% news and 20% (or less) promotion.
- Whenever possible, address respondents by their first name when you are sending out the newsletters. Most email marketing programs can do this this automatically.
- Use photos of contributors. People will be more comfortable about dealing with your company if they can see faces of real people.
- Write in a friendly, conversational tone, as though you were speaking your message to them directly.
Remember that newsletter marketing is really a two-step process. First, build trust in your company; and then, offer products and services that meet a need and are worthy of referral or recommendation.