I remember when I first started out in business, I had a big list of things I needed to do each week (get new clients, look after existing clients, send invoices, get money in) and to be honest, e-newsletters were not very far up my list. Actually, they probably weren’t on my list at all. They seemed to be a ‘nice-to-have’ for when I had time.
Fast forward a couple of years and my e-newsletter is probably my most important marketing tool, it’s certainly the marketing tool that drives the most sales and brings me the most money. Who knew?
The thing is, e-newsletters are brilliant for any business. Let me tell you why:
1. Relationship Building With E-Newsletters
Marketing is all about relationships. It’s about how you, the company, show your customers and potential customers that you understand what they need. It’s about how you show them you are a great fit for them. It’s about showing that you have the products and services they need to make their life easier or simpler, to save them money, to get their business insured, to make gift buying easier, to lose weight – wherever you fit in the world of business.
Relationships are what make customers pay more for a product or service rather than just shopping for the cheapest option. People want more than cheap – people want value. They want the right choice, the right service, the right delivery options, customer service attitude. They want to be listened to. They want to deal with real people.
And if you send them a regular e-newsletter once a month telling them how you can solve their problems and help them, showing examples of what you sell and explaining why it’s great value, answering customer questions, sharing great tips and advice and generally being a useful kind of resource, that’s going to go a LONG way toward building the relationships you need.
2. Staying Top Of Mind Using E-Newsletters
How often have you bought something from a company and then after a while forgotten what they are called? How often have you bought something online and thought ‘I love their website’ but didn’t remember to save it? In my case, it’s pretty often for both because I’m busy, I get distracted, I’m human!
In these cases the company I bought from probably hasn’t been in touch with me since. They haven’t emailed me or tried to show me what else they could do for me. If I didn’t buy but forgot to save the website, it’s because there was nothing compelling enough on the website to get me to hand over my email address, so they could keep in touch.
Now, let’s look at this another way.
How often have you thought about buying something and then an email popped into your inbox offering the exact thing you were looking for and you bought? In my case, several times and it’s no coincidence. The likelihood is that when I’ve been browsing online I’ve found a website, loved their stuff, not been ready to buy but because they were offering some kind of download (a voucher or coupon, a top tips list, a free e-book) I signed up to their mailing list.
[Tweet “E-newsletters keep you top of mind with potential buyers #tgmb”]
The best combination is to
- Have a website that really shows what you can do for your best customers,
- Give people an enticing little freebie in return for their email address
- Send a regular e-newsletter that keeps you top of mind, reminds your subscribers who you are and how you can help and that makes it easy to get in touch and buy.
When I send out my weekly e-newsletter to my 20k+ subscribers, I get great feedback. I share stuff I think they will love and will find helpful. I rarely sell. But when I DO send out an offer for something they can buy, I sell LOADS. That’s the power of an e-newsletter.
3. Positioning Yourself As An Expert Through E-Newsletters
You ARE an expert, in case you were in any doubt. You know far more about your business than anyone else. You know your topic inside out. You could talk for England about your company and what it does. The thing is, you now need to show your customers and subscribers what you know and how it can help them.
E-newsletters are a great way to show what you do. They are a great way to share valuable information, help, tips and advice to your subscribers. You can include blogs, videos, articles, tips, quotes and anything you think your subscribers will love – the aim is to show them that you’re a great fit for them and you know your stuff.
4. Showcase Your Products And Services Using E-Newsletters
E-newsletters are brilliant for reminding your subscribers what you sell. They might have bought loads from you, or they might not have bought from you YET. Either way, it never hurts to let your fans know what’s on offer. There’s a good chance that lots of your customers are buying stuff from other people that they could be buying from YOU, just because they’re not aware you sell it. What a waste! A monthly e-newsletter with a different product/service spotlight each time (along with the benefits it brings, how it helps, why your subscribers should care) can remind your audience why they need to come back to your website and have a good look around.
5. E-Newsletters Versus Social Media
Social Media is fickle. The rules change regularly. Facebook’s algorithm is one of the great mysteries of the Universe and it’s getting harder and harder to be seen and heard as thousands of new people every day flood onto Social Media. What’s a girl to do?
Well, if you’re clever (which you are) you build a subscriber list as we’ve outlined above. You get really clear on whom you’d love to have on your subscriber list – not just anyone and everyone but those people who are MOST LIKELY TO BUY – your SUPER CUSTOMERS! They are where you need to be focusing your energy, efforts and time.
[Tweet “Stop trying to market to everyone – focus your attention on those most likely to buy! #tgmb”]
Build a subscriber list of Super Customers then send them regular e-newsletters showcasing what you do, showing them you’re a great fit for them, demonstrating that you’re an expert and you know your stuff and making them feel like you care – building a relationship with them. You’re not at the mercy of Social Media. You send your emails direct to their phone or tablet. You include a juicy, enticing headline that makes your subscribers WANT to open your email and you wow them. You can do that. Just keep in mind why they are a brilliant fit for you, how you can help them and why they should care.
E-newsletters bring your marketing back within YOUR control rather than being at the mercy of a crowded timeline.
6. E-Newsletters Create Sales
If I haven’t convinced you yet that e-newsletters are a necessity rather than a nice to have and that they are a brilliant business tool, let me share a secret with you. Twice this year I sent out an offer to my subscriber list. The first email brought me £12,000 of business. The second email a month later brought me £18,000. £30k from 2 emails. Convinced?
Make it a top priority to build your subscriber list. Come up with an irresistible freebie that will attract the right people onto your list. Then keep in touch with them – regularly! Don’t just send one or two e-newsletters and give up because you think no-one’s reading them. Keep at it, it can take 3-6 months before your subscribers even register you’re sending them – by that point they will look forward to them if you’re doing it right.
Let me know how YOU are using e-newsletters to build your business. What do you include? How often do you send yours? What works best for you? Why not comment below and we can see what’s working best for different people.
Claire Mitchell is a best-selling author of the Awesome Marketing Planner and founder of The Girls Mean Business, a mum and business owner. She has been featured in Marie-Claire, The Guardian, Closer Magazine, Essentials, The Huffington Post and on the BBC.