The importance today of maintaining periodic contact with your current customer base and introducing your organization to prospects and leads cannot be overemphasized. Companies of every size are jumping on this “marketing automation” bandwagon. It can be a cost-effective marketing tactic, but the costs can be deceiving.
This may be especially true for the use of template-based E-mail newsletters, like those from Constant Contact, Marketing Growth Strategies, and a host of others. The real cost is not in renting a design template; it is in creating the newsletter content.
E-mail newsletters can enhance the reach of your company’s messages and their staying power. However, many businesses might question the use of this new marketing model, and ask, “Does this mean I need to be in the publishing business?” Well, yes and no. Yes, you will be writing and distributing a “periodical”; no, you won’t have to worry about the technicalities of designing and mailing it.
A Google search reveals a lengthy catalog of organizations offering free trials for their marketing- automation systems, including myriad E-mail newsletter designs. Some offer their templates completely free of charge. Still other vendors can help you develop custom templates, and manage your E-mail databases and newsletter campaigns so that launching the campaign seems almost as easy as touching the “Start” button. Not so fast!
For the purposes of this discussion, let’s assume that you have chosen an appropriate newsletter template and you have a significant list of E-mail contacts in your database. The big question is, what will you say and how will you say it?
Let’s start by saying what these campaigns are not:
One-time broadcasts.
Substitutes for product or service brochures.
Considered useful for a direct sales approach.
With that in mind, E-mail marketing newsletters are:
Excellent ways to keep in contact with your clients, ensuring that your organization is at the top of mind and on the tip of the tongue.
Powerful vehicles to demonstrate your organization’s expertise and professionalism.
A way to transform subscribers into enthusiasts-people who look forward reading your emails. Dan Freeman, President of Marketing Growth Strategies (www.marketinggs.com), comments, “These enthusiasts pass your content on to others, trust what you write, and respond to your advice, your offers, your recommendations, or your promotions.”
Interesting ways to launch new services and products.
Automatic methods of obtaining new leads, as your clients forward your newsletters to others.
Marketing, Positioning, and Your Consulting Expertise
The real key to using these campaigns optimally is developing content that will engage your customers (and readers). That means creating a steady stream of material, distributed to a discrete list of reading customers, who will tell you whether they want to continue receiving this informative copy or to stop clogging their inbox.
That is, it will all come down to the words you choose. Your newsletter content should closely align with the marketing messages that you’ve worked hard to hone. In the best case, your newsletters should reflect the design and messaging communications you decide to produce on your website. This assumes that your website content is up-to-date, which for most businesses, this is often not the case.
Your website can also serve as a source of ideas for newsletter content. For example, if you’ve focused on your services on the website, and one of those services is improving communication networks, one 500-word newsletter can detail how to differentiate a high-quality network from one that isn’t (preferably without mentioning your product in the body of the newsletter). The goal is to subtly demonstrate your experience and expertise with the subject at hand, not to sound like an infomercial. A boilerplate statement at the end of the newsletter may include the brief fact that your organization installs facility-wide communication networks, but that should not appear to the reader as the main reason for sending it. Is the sales pitch an afterthought? If the viewer feels that the information has been worthwhile (and free), he or she will want to know more about its source.
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