Have you stopped sending your email newsletter on a regular basis? Or worse, having gone through the trouble of creating one in the first place?
We sometimes work with clients – even some that have used email marketing successfully in the past – who can’t seem to find the time or motivation to send out a newsletter every week or two. That’s understandable, but it’s also a big mistake. In this day and age, email is the perfect tool to stay in touch with your most important customers. It might not be as new and exciting as social media or mobile marketing, but it’s more reliable and still works as well as ever.
If you doubt any of this, here are a few things to consider…
Email Keeps You Top of Mind
Even if subscribers don’t actually open your emails, they see that you are sending them on a regular basis. On a subconscious level, that reminds them of who you are and what you do. So, when they end up having a need that relates to something you offer, your business becomes the first solution that occurs to them. Marketing specialists call this “top of mind” awareness, and email is the perfect medium to achieve it.
Newsletters are Timely and Cost-Effective
Imagine you had something important to say to every one of your most important customers and prospects. You could call them, but it would take tons of time. Or, you could reach out to them through other means, like direct mail, but that would be prohibitively expensive. Only email is instant, targeted, and so inexpensive that you don’t even have to worry about the costs. And best of all, your message can be composed and sent within minutes.
You Can Reinforce Other Marketing Through Email
Your email marketing campaigns make all your other sales and promotional efforts more effective. That’s because you can use newsletters to drive visitors to social profiles, bringing them to in-store events, or get them to download something from your website. Even if you weren’t motivated to use email for the other reasons we have given, it would make sense just as a way to improve the results of all your other efforts.
It Doesn’t Take Much to Maintain an Email Campaign
Most business owners and marketers have probably heard these advantages of email before. So why don’t they make better use of their newsletters? Usually, it’s because they feel like they don’t have the time to set up recurring campaigns. But, once you’ve put together an initial list and added a sign-up form to your website, you can send a new message each week in under an hour. Supposing you still can’t find that time, you could always work with a creative team like ours who can help you get your newsletter off the ground.
It’s not enough for customers to know about your business, or even for them to like you. If you want to make sales, you have to be sure they’ll think of your company, products, or services at the right moment. And when it comes to that challenge, there’s simply no better tool than a good email newsletter.