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Grow Your Business with a Newsletter
You find a Web site or receive an email about an online store with cool products that you'd like to order, but not right now. Either you file the email or bookmark the Web site. How often do you proactively return to the email or Web site? For me, the percentage is miserably low and my bookmarks file is hey-uuuge. If getting people to your Web site is a breeze, then you're in good shape. The question is... how often do they return especially when they are ready to buy your product or service? By that time, they may have forgotten about your site and services. Regularly connect with them through an email newsletter. It's a great way to trigger their memories, give them something for nothing, and build relationships. The payoff will be new and more business, money in the bank account. A high quality newsletter demonstrates value, trust, and stability. Value How many newsletters and emails have you seen from companies that were all about "them?" They discuss their newest products. Their site redesign. Their receiving an award. Does this information help you? Maybe if you're a shareholder; otherwise it useless information. Newsletters demonstrating value by providing information to help readers in their everyday work such as solving the problems they face, keeping them on top of industry trends, and saving them research time by filtering the best articles related to the business. When a newsletter repeatedly gives readers something of value without a price, they eventually make the buy because the company has proven its expertise through problem solving. One newsletter does a great job in using a sense of humor in its promotional items. Watch the ratio of solutions versus selling. If selling dominates the newsletter, then it is not likely to be as effective since it's focusing on the company not the reader. Promoting services and products is fine as long as there is more problem solving content than promotions. Readers often provide feedback showing their appreciation for our saving them time. They don't have the luxury of searching Web sites for the latest information in their industry. A newsletter gives them that, a little bit of everything in one spot. Ultimately, providing value to readers means solving their problems and making their jobs easier. Trust Do you buy from someone you don't trust? What about Web sites selling products? eBay has the rating system where buyers and sellers rate one another based on their sales experiences. Would you buy from someone who has 50 percent positive / negative feedback? Trust plays a role. Newsletter publishers become a trusted information source by knowing their audience and being honest with their readers. Furthermore, as the newsletter continuously solves business problems, it shows the readers the company behind the newsletter understands them and their challenges. Add more credibility by interviewing experts or inviting them to contribute an article. Demonstrate integrity by creating a mailing list in a respectable way (read: avoid buying lists). Grow the mailing list by"
Keep the removal process simple. If someone doesn't want the newsletter, making it harder for her to get off isn't good for the business. It reduces credibility. Besides, if she can't get off, she'll add the newsletter to the spam filter. If there are 100 people like this, it wastes space and clutters the mailing list. Let them go. Involving readers is a great way to build trust and a community. Provide an outlet for encouraging reader feedback in every issue. Invite readers to submit questions and help each other solve problems, share success stories, anything that would encourage them to write and provide information of value to other readers. Many newsletters offer readers the chance to ask a question and in turn, post the question so other readers can help. Another way is to ask readers a question on the topic of the month and follow up in the next issue with responses. People like to see their names in lights, so it's another way to connect with readers. Stability Emailing newsletters on a regular schedule with accurate and timely is what it means to demonstrate stability. It's not just about finances, number of years in business, or product success. Actions are the best way to prove stability. To do this with a newsletter:
Stability shows the company is always available when needed and comes through when the call is sounded. While finding new clients is essential, staying in touch with current clients is vital because they have used the service and know the quality of the work. They're more likely to buy again as long as you stay in touch. Newsletters are a great way for maintaining customer loyalty while searching for new customers. High quality newsletters demonstrate value by providing information relevant to the reader; stability by regularly sending the newsletter; and trust by speaking from integrity. While newsletter should focus on the customer not the company, both parties should gain value. As long as the three factors are in place, the newsletter should be a winner. (c) 2004 Meryl K. Evans Meryl K. Evans, Content Maven, is Editor-in-Chief of eNewsletter Journal and The Remediator Security Digest. She's a slave to a MarketingProfs weekly column and a Web design reference guide at InformIT. She is the author of the popular e-report, How to Start a Business Blog and Build Traffic. Visit her site at http://www.meryl.net/blog/ for free newsletters, articles, and tips.
Latest News:Site: Yahoo! News Search Results for news JCDecaux in talks for News Outdoor Group in Russia (AP via Yahoo! News) French outdoor advertising firm JCDecaux SA said Thursday it is negotiating to buy Russian rival News Outdoor Group from global media company News Corp. JCDecaux and News Corp. in talks to combine outdoor ad groups (International Herald Tribune) The News Corp. chief executive, Rupert Murdoch, has recently expressed nervousness about investments in Russia, where News Outdoor generated the bulk of its revenue last year. News Corp tightens grip on Premiere with new CEO (Reuters via Yahoo! News) Rupert Murdoch tightened his grip on German pay-TV broadcaster Premiere by appointing News Corp executive Mark Williams as CEO in a move to get the company back on track. News Corp says Mark Williams interim Premiere CEO (Reuters via Yahoo! News) News Corp. executive Mark Williams has taken over as chief executive of German pay-TV broadcaster Premiere in an interim capacity, News Corp. said after the move led to renewed takeover speculation. News Corp. says Mark Williams interim Premiere CEO (Reuters via Yahoo! News) Mark Williams, a News Corp. executive named late on Wednesday as chief executive of German pay-TV broadcaster Premiere, has taken over in an interim capacity, a News Corp. spokeswoman said on Thursday. United shares climb after news debacle (UPI) CHICAGO, Sept. 11 (UPI) -- A computer program assigning dates to news stories was partly to blame for a sell-off of United Airlines stock Monday, a Google spokesman said. Column: Palin's Nomination Good News Even For Democrats In Alaska (CBS News) So, John McCain picked Sarah Palin to be his running mate. Let me just say, wow. That's not exactly what I repeatedly shouted out when I first heard the news, but it's close enough for publication. Like everyone else, my astonished reaction wasn't due to the event itself being inconceivable - I've heard pundits debating the likelihood of a McCain / Palin ticket for months. JCDecaux in talks for News Outdoor Group in Russia (San Francisco Chronicle) French outdoor advertising firm JCDecaux SA said Thursday it is negotiating to buy Russian rival News Outdoor Group from global media company News Corp. In a statement, the global seller of outdoor advertising said it was in exclusive talks with Rupert... Premiere CEO Is Replaced by News Corp.'s Williams (Update2) (Bloomberg.com) Sept. 10 (Bloomberg) -- Premiere AG , the German pay- television company partly owned by News Corp., said Chief Executive Officer Michael Boernicke is being replaced by a senior News Corp. executive. News Corp exec becomes chief of Germany's Premiere (Reuters via Yahoo! News) News Corp's chief financial officer for Europe and Asia has been named chief executive of German pay television group Premiere, following the resignation of Michael Boernicke, Premiere said on Wednesday. Site: news - Google News New Voices in Congress Will Change the Tone of the Democratic Majority - New York Times
MORE RESOURCES: Site: Yahoo! News Search Results for ezine marketing New E-book Details How to Increase Sales Using Proven B-to-B MarCom Strategies (PRWeb via Yahoo! News) Free e-book outlines how marketers can use simple business-to-business marketing communications strategies for increasing sales leads. Expertus and Training Industry, Inc. Research Indicates That Customer Training Is Growing Faster Than Employee Training (Marketwire via Yahoo! Finance) Expertus, a global leader in helping companies fuel business growth by maximizing the value of training investments, and Training Industry, Inc. (www.trainingindustry.com), an objective and trusted expert on the marketplace for learning, today announced the release of the findings from their joint August 2008 study, Optimizing Customer Training. Site: ezine marketing - Google News Ezine article marketing - Meadow Free Press
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