subject: Email Newsletters: Still Relevant? (Yep, and Here Are Three Good Reasons Why) [print this page] Email Newsletters: Still Relevant? (Yep, and Here Are Three Good Reasons Why)
As social media and blogging have grown more and more popular, there's been
some talk about the demise of the "lowly" email newsletter, or e-zine. Once a staple
of business owners using the Internet to market and promote their businesses, it
seems that lately the thinking is that they're not so important anymore. Or, even
worse, not as effective.
If you're not familiar, an e-zine can be as simple as a plain text email with a couple of
helpful tips for your readersto a HTML version with pictures, an article, listings of
your upcoming events and more.
While it's true that there is more "stuff" clamoring for our attention in our inboxes
than ever before--and blogs and social media seem to be the more of-the-moment
methods to reach out to potential customers--I still believe that an e-zine is a key
marketing tool. In fact, it's the perfect vehicle for continuing the relationship you've
begun with people on social media sites or your blog. Here are a few reasons why:
1) Keeps you top of mind: As much as we would like to think that our prospects or
our audience are always thinking of us (wouldn't THAT be nice?), it's unfortunately
not the case. Just as a company wouldn't run a TV commercial just once, repetition
is necessary to remind people of you, your offerings and your expertise.
2) Intimacy: No, not that kind. An e-zine gives you a great opportunity to create
a feeling of "intimacy" between yourself and your readers by sharing a bit about
what is going on with you outside of your business. (Think about what you've been
up to latelygot anything to share about your recent vacation, your pets, a great
book you've just finished?) Often people do this in a section at the beginning of their
e-zine under a heading such as "A Note From" or something similar. This helps
strengthen the relationship with your subscribers by giving them a glimpse into
who you are.
3) Expert status: The more consistently you share information, tips and articles on
the subject or niche you are most knowledgeable in, the more credibility you gain in
the eyes of your readers. Perceived expertise leads to trust which leads to sales.
A few other tips for your e-zine:
Frequency: How often you send it depends on how often you can commit to doing
so, (how's that for an answer) but I recommend at a minimum twice a month and
ideally, once a week. Remember, you want to stay top of mind above all else.
Subject line: Another important part of your e-zine is your subject line. Obviously
you want as many people to open your e-zine as possible, so have some fun with
this. Think of what would stir up curiosity in your readerand don't be afraid to be
a little provocative or a teensy bit controversial once in a while.
When to send: A common question is "what day is best to send it out?" There is
no set answer to this, except to say that I have heard several different opinions on
the matter. Tuesday through Thursday is often said to be the best timehowever I
know others who send theirs out on Sunday and have a very good open rate as well.
You may want to play around and test a couple of different days and see what your
results are. No matter what day you choose, know that an open rate of 25% and
above is considered good. Your email marketing service will be able to supply those
stats.
If you've been hesitant about putting together your e-zine because you think you
don't have enough content or you don't have a fancy-looking template, remember,
simple is fine. Start with one tip. The sooner you make the commitment to
communicate with your list on a regular basis, the sooner you can reap the benefits
