It’s easy to forget about email when you’re planning your business social media strategy. We caution you not to though because email remains a very powerful marketing tool – almost 100% of all internet users have an email account. Most people check their email at least a few times a day (think about how often you check your email) and, with the popularity of smartphones, a significant amount of people are logged into their email accounts 24/7. So, why should you be sending out a company e-newsletter? Read on:
Use an e-newsletter to keep in touch with existing clients and stay at the forefront of their minds. This has two huge benefits, 1. It adds value for current clients and lets them know they are an integral part of your business and, 2. When a potential client ask a current client for a recommendation, they are more likely to mention you because you’ve been staying in contact and are on their minds. An added bonus of sending out an e-newsletter: it’s opt-in – meaning clients, and those interested in your business, have already given you permission to keep in contact.
Drives Traffic and Builds Followers
Always remember your end goal: driving traffic back to your website and converting potential clients into actual clients. Embedding hyperlinks back to your website within your e-newsletter is a great way to do this, as is posting half an informative article with a link to the remainder posted on your website’s blog. An e-newletter can also help you build followers on your various social networks by embedding links to those sites as well. Also, don’t forget to post your e-newsletter to you Facebook page, Twitter account, etc with a reminder that people can subscribe to it via the sign-up form on your website.
Establish Your Business as an Industry Leader
Be one of the go-to resources for news within your industry. Include a section in your e-newletter detailing new procedures, laws, policies, etc that are happening within your area of expertise. Share the latest headlines or news stories and establish yourself not only as a leader but also a trustable, reliable source for your clients.
An e-newsletter is a cost effective use of your time, typically taking 4-5 hours to source the articles, organize the content and write an e-newletter specific article. It’s also inexpensive to send out – online e-newsletter programs, such as Campaign Monitor, Mail Chimp, YMLP, etc, charge reasonable prices – typically a set fee per newsletter, and a small fee per email address.
All online e-newsletter programs have built in metrics that let you know how effective you were is at reaching and engaging your audience. Some important metrics you’ll be able to see include unique opens, total opens, bounce rate, not opened, most popular links recipients clicked on, and how many people unsubscribed to your e-ewsletter upon receiving it. This information is invaluable when preparing your next e-newsletter, and learning how to better engage with current and potential customers online.