Why eNewsletters Are Important for Your Business

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You may be wondering why you bother writing your eNewsletter every month and sending it to your list of recipients. Maybe more and more people unsubscribe each month. You may not understand why you need to continue to send it.

Your broader social media strategy

When it comes to your entire social media marketing strategy, an eNewsletter is an extremely important component and you will see that it is a positive contributor to the success of your business over time. One of the main reasons why eNewsletters are so important to your marketing strategy is that they generate leads. Once you succeed at getting people to opt-in (in other words, they make a conscious choice to give you their contact information), they have automatically given you permission to market to them. Your eNewsletter is an excellent vehicle for all of your wonderful content that you will  use to impact your readers and get them to, hopefully, eventually do business with you.

Why you need an eNewsletter

There are several reasons why you should be offering an eNewsletter to your readers:

  • Staying in touch: An eNewsletter will help you to stay in contact with your clients. You can keep them informed of all that is happening with your business, including new products, new services, etc.
     
  • Improving your relationships: Your consistent offerings will make people turn to you first when they need something. After all, you are the subject matter expert.
     
  • Giving valuable tools to your clients: You can share helpful tips and tricks in your eNewsletter, which will enable your readers to become more successful in their own businesses.
     
  • Providing additional data: The information that you offer in your eNewsletter will provide data that you can use when you want to promote your new offerings.
     
  • Gaining attention: You can request that your clients share your eNewsletter with other people. The more attention your eNewsletter gains, the better it will be for you and your business.

What makes an amazing eNewsletter

As you are writing your newsletter, you should put a great deal of thought into the concepts that should be included and in a particular order.

  • Establish your reason for writing the eNewsletter.
  • Figure out what you want to say.
  • Figure out how you want to say it.
  • Figure out exactly how you are going to share it with other people.
  • Figure out who will write it and how frequently you will distribute it.
  • Be consistent and use the same template every time.
  • Keep your language and the message that you wish to convey simple.
  • Try to keep your eNewsletter to a maximum of 1000 words.
  • Make sure that your articles create an interest in what you are trying to sell.
  • Make sure that the information that you offer is useful to your readers.

So, now you want to know how to write an amazing eNewsletter. The immediate answer is content. The reason that people are willing to opt-in is because of your content. People need a really good reason (a reason that is really compelling) to open your eNewsletter. Your content must really grab them. Your content needs to satisfy their wants and needs (What’s In It For Me). From the marketing perspective, your content should offer valuable and educational information and it should not cost anything for the recipient. It is very important for you to constantly keep your target audience’s needs in mind when you are writing your content. It needs to fulfill at least some of their needs.

After you have shared your high-quality content, you can offer your audience promotions and/or some other incentives of interest. It is acceptable (and appropriate) to include some self-promotion with your promotions, as long as it is done in good taste. This offering will bring you closer to an eventual sale. If you don’t currently have an eNewsletter, you should seriously consider either writing one or having someone else write it for you. There are several companies (Mail Chimp, Constant Contact, to name a couple) that can provide you with a variety of possible templates for your newsletter.

Avoid spamming

It is extremely important that you don’t spam anyone with your eNewsletter. People will read your eNewsletter if they want to read it. It is their choice. If they don’t opt in, you are automatically spamming them. The most “invasive” that you can be is to ask them if they would like to receive a free copy of your eNewsletter and proceed to let them know what they will find in the eNewsletter. If they say yes, you can feel free to send it.

If include your eNewsletter in your social media marketing strategy, you will be able to follow up with your recipients and they will eventually turn into valuable and loyal clients.

Conclusion

eNewsletters are an integral part of your social media marketing strategy. As you consistently offer your readers content that is informative, educational, and compelling, they will look forward to reading about you and your business and you will be building trust and credibility over time. Another thing that is very appealing about an eNewsletter is that it is very inexpensive to produce and it won’t cost your readers anything either.The next thing you know. they will become loyal clients and they will continue to buy from you as well as telling their friends to do the same.

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Author

  • Michael Cohn

    Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has decades of experience in IT and web technologies. Michael founded CompuKol Communications to help small businesses and entrepreneurs increase their visibility and reputation. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility. Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

9 Responses

  1. Aman says:

    Via LinkedIn Groups

    Group: Professional Bloggers
    Discussion: Why eNewsletters Are Important for Your Business

    I also think the same way. When, RSS updates are available, then why would anyone use email marketing.
    Posted by Aman

  2. Hanshi says:

    Via LinkedIn Groups

    Group: Non-Fiction Writers
    Discussion: Why eNewsletters Are Important for Your Business

    I do it and have tremendous success. Don't even get that many "remove" notifications. Lot of work until you get the parameters of your template under control. Well worth the effort.
    Posted by Hanshi

  3. Ryan Biddulph says:

    Super points Michael! Be persistent in spreading the same message with your newsletter and you build solid relationships for the long haul.
    Thanks for sharing.
    RB

  4. Patricia says:

    E-newsletters are an extremely affordable way to reach thousands of customers quickly and easily.

  5. Sarit says:

    Via LinkedIn Groups

    Group: Bergen County Business Professionals
    Discussion: Why eNewsletters Are Important for Your Business

    Great article. I use newsletters in my webdisegn business, but not as often as I should.
    Posted by Sarit

  6. SEEMA says:

     

    Via LinkedIn Groups

    Group: Social Media Advisors
    Discussion: Why eNewsletters Are Important for Your Business

    Good, informative article and he is correct in many of his points. The only thing he left out is that you need to be careful how often you send out newsletters. It can't be too often to make it annoying, you do need a relevant and catchy subject line to get the client to open it, even if they have given permission to send out these newsletters. Even keeping up with your personal emails with newsletter, group discussions, etc… is becoming too much so I'm not sure how long email campaigning will last. I was just reading about a start-up Email company in Montreal called CakeMail who develop software to produce newsletters in multiple languages (they're on LinkedIn). They're growing, so for now, e-newsletters are still relevant.
    Posted by SEEMA

  7. Mark says:

    Via LinkedIn Groups

    Group: The Content Wrangler Community
    Discussion: Why eNewsletters Are Important for Your Business

    Thanks for the article. One more tip: Make enewsletters easily 'scannable'. Many readers don't actually 'read' — but rather scroll through an enewsletter to see what catches their eye. Short blurbs and a good format help readers quickly notice pieces of content most relevant to their interests.
    Posted by Mark

  8. mary says:

     

    Via LinkedIn Groups

    Group: Consultants Network | Online & Social Media
    Discussion: Why eNewsletters Are Important for Your Business

    Nice article Michael. Consistency is so important. And realizing your newsletter is about information, not product promotion is critical. One more thought – use a third party for distribution so you can measure results.
    Posted by mary

  9. Beth says:

     

    Via LinkedIn Groups

    Group: The Content Wrangler Community
    Discussion: Why eNewsletters Are Important for Your Business

    Excellent article! We just started a newsletter a couple of months ago and have had many unexpected yet pleasant results from doing so. It does take time and effort to create content that is continually meaningful – it is no easy task but worth it from an exposure perspective. Good tips that I will use. Thanks!
    Posted by Beth