Written by Talana Morris on Wednesday, April 2nd, 2014
With the prominence of marketing via social media, some think that email marketing, such as email newsletters, is no longer an effective tool for growing business. We disagree. As long as you have a strong content marketing strategy, email marketing can still be very effective. And you can get even more bang for your buck if you complement your email campaign with social media posts.
Email newsletters are a great way to keep your name in front of customers and prospects and help build your brand. If you are thinking of launching an email newsletter, keep these tips in mind:
Your newsletter should include timely, relevant content to engage your audience. Keep your customer’s needs in mind. Be sure you’re offering something of value to them, such as insight on industry trends, advice from experts or tips to help them do their job better. This content can be balanced with information that is more focused on your company, such as promotion or announcements of new product or service offerings, announcements of new employees, profiles, etc.
In this fast-paced digital age, it’s difficult to capture a reader’s attention for more than a few minutes. You don’t want to overwhelm them. Keep your content short, sweet and to the point, perhaps with a link to a landing page where they can learn more if interested.
Use an email service provider
Creating and sending an email newsletter can be daunting for beginners, but it doesn’t have to be. There are several 3rd party email marketing providers out there that all but hold your hand through the process and also ensure you are compliant with CAN-SPAM laws. Some popular ones include MailChimp, Constant Contact and Campaigner. Check out our tips for selecting an email marketing provider.
Set a schedule and create a publishing calendar to plan newsletter topics in advance. Include seasonal news or promotions relevant to your product and service offerings. Allow some flexibility in case there is a hot industry topic or a news event that you may be able to offer commentary on. Capitalize on the topics with ‘buzz’ and put your own organization’s spin on them.
Effective email marketing can build your credibility and grow your business. In a future post, we’ll cover how to build and maintain a robust newsletter distribution list. Are you ready to take the next step in your marketing strategy by launching an email newsletter, but you’re not sure how to get started? We can help. Contact us today.