The Importance of Newsletters as a Marketing Tool

Newsletters are an extremely valuable marketing tool used by ourselves as well as by our customers.

One of the most important tasks for a business is to maintain contact with its customers. Developing a newsletter program with a solid audience will prove to be a very important marketing asset for the duration of your company.

Think about how on any given website you only have a few seconds to capture the attention of a visitor before they are gone forever. Developing a strategy to attract new customers and retaining existing clients is crucial to successful marketing. Maintaining a company blog is a great way to get your personal message out to many viewers. But a blog is a passive effort, meaning a user must navigate to it in order to get the message. Transforming a passive blog into a pro-active newsletter program is a logical step.

If you don’t have a newsletter, here are ten reasons you should:

  1. To increase awareness. Your newsletter should give enough information to create awareness about what you are offering your customers. People should get a good idea of how it would be to deal with you, or to buy your products, so that when they leave, they will feel compelled to find out more.
  2. Position your brand. You should create the best first impression about your products or services on your newsletter. Customers tend to use your marketing and communication tools to form a impression of your business. Newsletters are an extremely strong marketing tool to differentiate businesses from one another.
  3. To get more business from current clients. A newsletter is an effective way to let clients know about your other services and show them how they can benefit from those services, without being to “pushy”.
  4. To get repeat business from former clients. People who used your services or bought your products once will purchase again–when they’re ready. A newsletter is a great way to stay in touch with them until they are.
  5. To educate prospects. A newsletter that provides prospective clients with valuable information helps them make better decisions, allows you to demonstrate your expertise, and provides a mechanism for staying in touch with them until they are ready to hire you.
  6. To generate word-of-mouth referrals. Newsletters have pass-along value. A good newsletter will be shared with an average of three other people, even more online.
  7. To build your contact list. You can offer visitors to your web site a subscription to your newsletter in return for providing their email (and other contact information). When speaking or networking, you can offer to send your newsletter to people who provide you with their business card.
  8. To establish expertise and credibility. Your writing helps prospects, publishers, reporters, meeting planners, and referral sources see you as the expert you are.
  9. To provide content for, and traffic to, your web site. Your newsletter can drive traffic to your web site or blog. Your newsletter content can be re-used as content on your web site or blog, generating additional traffic from search engines and social media.
  10. To shorten the sales process. People who respond to your newsletter are better informed about what you do and pre-sold on your ability to do it, in contrast to people who come to you via advertising.
  11. To serve as a networking tool. Your newsletter is a tool to reach out to other professionals. You can interview them for an article, conduct a survey, ask them to write an article, or ask permission to put them on your mailing list.
  12. To add value to your services. A newsletter can provide an added benefit for clients. Give clients “subscriptions” or added value to current services or discounts on products. Put a price tag on the newsletter but send it free to current clients.

By using Rocketmailer as online mailer system, we have accomplished all of the above for all our clients. It is a great tool to manage mass e-mail campaigns with high reaction rates. A newsletter requires an investment of time, and possibly some capital, but the return on that investment can be substantial. If you want to grow your business, a newsletter is one of the most highly leveraged marketing activities you can do!

Halo Media
Ben van der Westhuyzen is the founder of Succeed Group. 

Succeed Group provides specialized strategic marketing management services to leading professional service firms all over South Africa.

Ben is the author of a range of text books in marketing management and has gained valuable experience as marketing manager and national sales & marketing manager for well–known corporate brands and companies in South Africa.
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Website: www.succeedgroup.co.za
Twitter: twitter.com/SucceedGroup
Facebook: facebook.com/pages/Succeed-Group/
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