Newsletters Can be a Valuable Asset to Growing Your Business

Friday, August 20, 2010

Whether looking to reach your audience through a traditional or digital approach, Newsletters can be an effective technique for engaging your target market and enhancing the overall success of your marketing strategy. Newsletters provide a way to connect and build trust with your current or potential clients and offer valuable information about your business and the services you provide (some of which they had no idea you provided!)

There is no standard look and feel to newsletters, and there shouldn’t be. It’s important that your newsletter, whether printed or digital effectively represents your brand and business. When creating a template for your newsletter, it is important to strategize with a graphic designer to ensure that your information is organized effectively and professionally. Once you have ironed out the design details it is important to select a method or methods for distributing to your audience. Each method has its pros and cons so it is important that you research your options and select the technique that provides you with the largest return on your investment.

Traditional printed newsletters can bring a lot of value to your marketing strategy. One of the biggest advantages to this method is the reassurance that it will reach its final destination. Unlike digital methods there is no spam filter at the front door that prevents your audience from receiving your printed newsletter. Another benefit to printed methods is shelf life. Your audience may find something interesting and hold onto or pass along your newsletter to a friend or family member (i.e. another potential client). The largest disadvantages to printed newsletters is the cost to print / mail and the time needed to get from the design process to the doorstep. 

Emailed newsletters are a much less costly solution but have a few disadvantages, as well.  Digital newsletters are less likely to be read, never received, or skimmed over very quickly.  Unless the subscriber is very interested in the subject, they will not spend as much time with the e-newsletter as they would with a printed version.  The two biggest advantages to this method are the low cost and ease of re-directing clients to your website, blog or social media outlets. Its important to use your website to promote your e-newsletters by offering visitors the opportunity to sign up easily. This will provide you with a list of potential clients that are interested in your business and secure business in the future.

Anyway you go, Printed, Emailed or Both, the biggest thing you can do to ensure the success of your newsletter is provide valuable information that your current or potential clients will find relevant and interesting.  Remember this is a marketing strategy designed to build confidence and trust in your business so if there is no value, your client/customer will quickly unsubscribe or toss the newsletter in the trash without a second thought.  Newsletters can be an effective approach to new business if executed effectively. Remember the keys to a successful campaign are a clean and well-organized design and content that is hard-hitting and relevant to your audience. Good luck!