Boost Your Business With Email Newsletters
The term ‘email marketing’ sometimes gives business owners an unpleasant icky sort of feeling.
Like they’re going to be spamming inboxes, or sending multiple emails every day, wearing down your recipients’ resistance (or patience) until they are forced to take action.
Yes, there are companies out there that behave like this. There are also people who drive like maniacs. But we don’t think cars are bad.
There are respectful and ethical ways to use email to keep in touch with existing customers, and to generate new business. Knowing how to do this kind of email marketing can help grow your business at an astonishing rate.
Email newsletters are probably the easiest and least cost-intensive ways to start.
An email newsletter (or e-newsletter, or e-zine) is simply that: a newsletter that you send periodically to your customers via email. It has all the benefits of a print newsletter, just without the postage and printing costs.
The heart of every email newsletter is a great article. Articles are always:
- Fascinating to read
- Packed with useful information
- Short enough to read in just a few minutes
Articles are never:
- Annoyingly self-promotional
- Boring or trite
Here’s the great news: the articles you write for your email newsletter will focus on something you know intimately — your business!
Not in a promotional way. In an educational, informative way. Let’s be honest — you know way more about your field than your customers do. That’s why you’re the professional.
The main article is a chance for you to share some of your expertise with your customers. Don’t worry, you aren’t going to make them experts in your field in 500 words. But you will mention a few concepts or tidbits that they didn’t know. Make them say “Oh wow, I didn’t know that!” Leave them feeling a little better-informed for having given you 5 minutes of their attention.
This does a few important things psychologically. First, it keeps you and your business at the top of their mind. If they need your product or service, your company will be the first to pop into their head. Voila! More repeat business from your existing customers.
Next, it reminds them that you are the expert. You’re teaching them. If they have a question, you are the one they should turn to.
Not your competition. You.
Next, it gives them something — knowledge — for free. This almost instinctively makes them feel grateful to you. Gratitude is a powerful way to connect with people on a human level. They’ll get a warm and fuzzy feeling when they think of you. Again, this makes people more inclined to come to you instead of your competitors.
The last big benefit of email newsletters that I’ll mention is that they are forwardable. Pretty much every business gets its best new customers through referrals. Referrals are powerful because people trust friends much more than they trust advertisements.
When your customers forward your newsletter to their friends, you gain instant credibility in the eyes of those people whom you’ve never even met. And if you have a referral-reward program, you get to thank your customer who referred them, which generates even more customer loyalty and perhaps future referrals.
So there you have it. Email newsletters are a simple and highly-effective way to market your business, without annoying anybody or feeling like a ‘bad’ marketer. And who knows, you might even have fun putting one together!
Erin is available to consult on your email newsletter! Just email firstname.lastname@example.org to get started.