Email newsletters are a great marketing tool for small businesses. Want proof?
In 2007, MarketingSherpa published a ConAgra Foods case study illustrating 34.25 percent more product sales from consumers who subscribed to email newsletters vs. non-subscribers.
Email is still an incredibly popular form of communication, even in the age of social media. Using an email newsletter to get consistent brand exposure to quality prospects and current customers is a proven way to bring in more revenue for your company.
During my 20 years in marketing, I have learned there are great marketing newsletters … and there are bad marketing newsletters. If you want to create a great one (of course you do), you have to ask yourself eight questions …
1. Are You Sending Your Newsletter on a Consistent Schedule?
The idea of a newsletter is to send it out repeatedly. Now, how frequently you send your newsletters is up to you; it will depend on your industry. Some industries need a weekly newsletter to keep prospects and customers up to speed on what they offer. Some will be fine with monthly or quarterly newsletters. That's a choice you need to make based on your situation. However, no matter how frequently you send out your e-newsletter, it needs to be sent on a consistent schedule.
The average American gets right around 100 emails a day. That's kind of a lot. If your newsletter is coming in every now and then, and subscribers don't have an expectation of when it's arriving, there's a good chance it will get lost in their flooded inboxes. If you choose a monthly schedule, send it out on the first Friday of every month, or the last Monday of every month, etc. Just make it consistent. Your subscribers need to be able to predict when your emails will come in. That way they can keep an eye out for them, and the newsletters can do what they are designed to do.