Spoiler: We’re not writing from beyond the grave!
Some people think electronic newsletters are dead. But electronic newsletters can still be used to maintain connections with clients and prospects — and they can save you money on having to source new leads.
Using newsletters as a way to provide clients and prospects with valuable content can also feed into your website blog — or vice versa — allowing you to kill two content birds with one stone.
What are electronic newsletters?
Electronic newsletters are a type of electronic communication usually sent to the email addresses of clients and potential clients. The newsletter’s content typically provides information about industry news, tips and hints and/or products and services. Some businesses like to use them to provide exclusive discounts and promotions to those who have signed up.
Electronic newsletters usually fail when they only send out updates about products and services. Their sales-driven focus doesn’t provide the recipient with any true value. For example, sending a newsletter about a new line of jumpers is not as beneficial as sending out an email about top tips to prevent jumpers from fraying in the wash, and then mentioning a new upcoming line of jumpers.
The modern electronic newsletter is a vehicle for content that is more than just new products and services — and that’s why electronic newsletters are not dead.
The benefits of electronic newsletters
You should view electronic newsletters as a way to continue the conversation from your website with existing clients and to keep in touch with potential clients. Staying in touch with existing clients and prospects is cheaper than it is to market to new ones. But there are many more benefits to do with electronic newsletters, such as:
- Newsletters with value can show your expertise and reputability
- Newsletters could be used to feed your website blog content
- Newsletters are a way to stay connected over the year (and not be forgotten)
- Newsletters can provide readers with an element of exclusivity, such as limited discounts and offers, showing they are valued by your business
- Newsletters could get more views than your website blog
- Newsletters are a low-cost marketing and lead generation tool
Important considerations when using newsletters
When you create newsletters, you need to ensure the newsletter tone, design and overall feel matches your company branding. The newsletter is an extension of your website and your other marketing materials, such as your business stationery and your social media platforms. Don’t get into a habit of putting less effort into your newsletters as they are just as important as everything else you do to grow your business.
In fact, you might want to invest in WEBPRO’s professional newsletter creation. Our talented graphic designers can create something which will tick all of the right boxes and our developers can then build a template within your chosen newsletter platform. We can even offer our copywriters to ensure your newsletter tone matches your marketing intentions.
Merging newsletters and other content strategies
If you do decide to use electronic newsletters, you can integrate these into the rest of your content strategy. For example, you might create blog-style newsletters (yes, like we do!) and then edit and upload your newsletter as a blog to your website — or maybe even a Medium account (we do that too).
By adjusting the same content across platforms, you can maximise your brand reach and content output with less effort than it would take to create new content for each channel. But don’t just copy and paste the same content without care. You may need to edit the content for SEO purposes and other reasons.
What platform can help streamline content?
We feel like we should give a special nod of appreciation to Mailchimp. Mailchimp is a marketing platform that we use at WEBPRO to assist our newsletter design. You might want to use Mailchimp but there are other platforms out there that do a comparable job.
Sometimes taking the time to create a newsletter and edit it ready for your website blog can be labour intensive, especially if you don’t know what works and doesn’t on each medium. For support and assistance in this area, reach out to our team.
Recap: Electronic newsletters should still be used as part of your content strategy as a way to boost sales. However, they can be made more worthwhile by using the newsletter content to recreate website blogs and even press releases. You might want to consider Mailchimp to manage your mailing lists and send out your newsletters and here at WEBPRO, we can design and build a professional template for you to use which looks great and fits with your brand.