Why
do an e-newsletter?
I have an ongoing debate with my friend Chris Baggott, founder and CMO of ExactTarget because he hates e-newsletters and I love them. Recently he asked me to write down reasons for doing an e-newsletter as a "counterpoint" in the book he is writing on email marketing. Of course, being Chris, he gave me hardly any notice. "No problem," I thought, "I'll just grab some content from a past Marketing Monthly."
Yes problem. Turns out yours truly had yet to write about her own favorite emarketing topic in her own newsletter. So I whipped out the 1000 words and wondered why the topic had never appeared here. Until now...
E-newsletters are perhaps the most effective--and cost-effective--means to let people get to know you, trust you and therefore buy from you. Done well, e-newsletters deliver information of value that helps people live their lives or do their jobs better, faster, cheaper. It's marketing that doesn't come across as marketing. And it works for B2C as well as B2B.
There are numerous marketing benefits to be had from a well-executed e-newsletter, but here are three of the most essential:
Relationship
building
E-newsletters are what I like to call indirect--as opposed
to direct--marketing. Not only do they serve your existing customers, they
are an easy way to stay in touch with prospective customers, to
nurture the relationship until the time when they are ready to buy. And
the newsletter can keep your name in front of past customers so they think
of you when ready to buy again.
Thought
leadership
Depending on your business, publishing an e-newsletter
can establish credibility and position your business as a leader and
resource. Even the small pet supply store can get this edge. Say someone's
dog has a tiff with a skunk. Who will they call for advice? The company
that has already proven itself knowledgeable in the field of pet care.
And, of course, that same company sells the deodorizer said dog owner will
need to get rid of the nasty smell.
Viral
marketing
When you deliver content of value into people's inboxes,
they will share it with others. It's as easy as a forward. Your
e-newsletter can also lead to referrals because it keeps your name in
front of people. The person who gets the newsletter might not ever buy
from you, but when a friend or colleague says "Do you know where I can get
a (blank)?" it might be your name that gets passed along.
As with all good marketing, your results depend on doing it correctly. Newsletters that are purely promotional--or that go to people who didn't ask to hear from you--only harm your marketing efforts. But do it right, and you will reap the rewards of that ongoing contact as you build relationships, earn trust…and make sales.
Until next month,
Sharon
