From prospecting to purchase, modern technology has provided us so many opportunities to access and connect with our customers throughout the sales funnel process. Marketing, is an essential piece of the process, but often, those endeavors can be costly, with ROI’s that are not always easily measurable.
Newsletters are a simple and cost effective solution to raise interest in your brand and deliver timely marketing messages to your audience. Dollar for dollar, few marketing tactics deliver more value than newsletters. While they shouldn’t be the only piece to the strategy, they are a low hanging fruit of the mix.
So what are the advantages of newsletters beyond being cost effective?
Strengthening the Connection
Your subscribers have already shown interest in your product or service at least once, so staying in touch with them by delivering regular and useful content to their inbox will continually keep you at the top of their minds when the need (or want) arises.
Most potential customers don’t want a hard sell. Hard sales are focused on the product or service, and not the customer. There will be times when this tactic is appropriate—more on that later, but this approach does not provide the opportunity for a relationship to be built on trust. Providing engaging and valuable content is the best way to connect on what the customer is actually looking. It will also keep the competition at bay, because you understand them on a deeper level. You know what your customer’s preferences and interests are, so you can address these topics without overtly asking for a sale or contribution. Again, building on that trust.
Many newsletter platforms also provide an eyeful of useful information to any newsletter sender. By regularly monitoring campaign clicks, and conversion, you will gain insight on your customers’ preferences and motivations, and have the information for future marketing and business strategies.
Removing Pain Points
Relate to and take the pain away by speaking to legitimate industry pain points. Come from a place of empathy and understanding, and don’t be afraid to take a stance. Your audience wants to align with your brand because you see the world in a similar way, so talk about issues that they are facing. And to make it come full circle, you should be sure to mention and connect how your product or service’s capabilities help resolve said issues.
And lastly, to occasionally tease your customers about an upcoming release or sale will result in an immediate sale if you have done a sufficient job at consistently resonating and connecting with your audience. After all, you are a business and selling matters. But remember if you have promotions and sales regularly, your audience may never purchase at full price, and your brand may never gain long term value.
Now might be a good time to look at your current marketing strategy and determine if a newsletter tactic might be the low hanging fruit you should act on.