Our CEO Kyle Golding is quoted (twice!) is this informative post on the Insureon Small Business Blog. Read his full advice for using an e-newsletter to build audience below and then read the full blog post here.
Query: I’d like to hear from marketing consultants who specialize in email marketing.1. How do newsletters help a small business grow?
Creating a newsletter (print or electronic) gives small business the ability to communicate directly with their audience with complete control of message, timing, repetition and customization. Direct marketing, such as a newsletter, allow a small business to make multiple variations of information, offers or other parameters specific to each recipient group.
2. Are there signs that a business could benefit from sending out a newsletter?
If your product or service is unique, has a loyal following, benefits from word-of-mouth promotions you should consider a newsletter. If your sales cycles are highly seasonal, newsletters can capture audience attention during peak times and push offers, promotions during slow periods. If your business benefits from being front-of-mind with consumers, newsletters are a great tool.
3. What are the important elements to include in a small business newsletter?
The essential elements to a great small business newsletter include consistent branding elements, contact and location information, hours of operation, social media and other digital links. These elements should be part of a template. Next comes compelling content, not just promotional information. Give your audience great reasons to read the newsletter outside of “what’s on sale” spam messaging. Communication is a two way street. Incorporate audience feedback such as surveys or polls. If your newsletter is interesting and helpful, the audience will want to share it and the content with others. Make it easy to share content and sign up information.
Communication is a two way street.
From Blogger Virginia Hamill: Thanks for sharing your thoughts on email newsletters for small business. I think my favorite part was the comment about communication being a two-way street. That’s always been true, but I doubt many SBOs think about that when creating their marketing plan.