Email is an affordable tool that lets your business communicate effectively with customers, clients or members, and build strong, successful and lasting relationships. When customers sign up to receive your emails, the information or offers you send are expected and welcome, and not treated as spam.
A newsletter with relevant information keeps your business on the minds of customers and clients. What should you put in an email?
• Articles with relevant information that your audience will find of interest
• Offers for discounted products
• Notices of new services
• Staff changes
• Awards won
• Industry news
• Case studies
• Opening of new stores or branches
• Special promotions
To be successful, you need to create a professional looking template and regularly distribute a newsletter that is interesting, practical and informative to the reader. It's not about you, it's about what the reader finds interesting or valuable. For example, a garden center could write about the best ways to grow plants during hot weather and include a printable coupon for heat-tolerant plants that would drive readers back to the store.
A powerful benefit of a well-executed email campaign is its viral effect. When the email newsletter contains social media buttons and "forward to a friend" links, these messages take on a life of their own as readers share valuable content with their network. This expands the readership and grows your email database.
You also can obtain detailed information on whether people are reading your emails. There are email services that provide metrics showing who opened your message and what links they clicked on. This information is extremely valuable because it indicates what your audience finds of interest. Over time, you'll garner valuable intelligence on each of your customers that allows you to create even more effective marketing.
Email marketing is easy to do, but hard to do well. When it's well managed and executed, it makes it easy, effective and highly affordable to connect with your audience and build strong, successful and lasting relationships with them.
David Fischer owns Solutions for Growth a marketing consulting and services firm designed to help businesses find and grow customers. Solutions for Growth designs,writes and manages the email marketing for its clients. David can be reached at 914-533-7226 or at David.Fischer@SolutionsForGrowthLLC.com.