The Truth About E-newsletters
What is an e-newsletter? Basically it is a stream of messages businesses send out to customers. Messages that talk about the business. At best, most e-newsletters share valuable content — which ends up being information subscribers already know.
Wait a minute. Is the e-newsletter a viable strategy in this age?
How can self-talk add value? Even if e-newsletters do add value to customers how, exactly, does a value-added e-newsletter drive sales inquiries?
The best way to generate leads is to deliver “results before the sale.” In other words, stop educating potential buyers and start proving you can deliver results — before they invest.
Thus, creating confidence in both your brand and the customer. Confidence that makes buying the next logical decision.
Do E-newsletters Work — At All?
In the recent Target Marketing webinar, Social Selling and the Email Connection — which I was a speaker for — one smart attendee asked this razor-sharp question:
Given how tired customers are of hearing about us-us-us, are traditional e-newsletters a viable customer acquisition or account growth strategy?
It's the question that few marketers are willing to ask. But the more my clients and I ask it the more we sell using email.
Can We Agree on This?
Most marketers and buyers have a crappy experience with e-newsletters. Consistently.
They don't work.
If they do ... well ... we're not able to track sales conversions back to the e-newsletter. Not beyond educated guesses.
Can we agree on their general lack of effectiveness?
Need some convincing? Google “disposable email” or “temporary email.” Count the hundreds of free providers of throw-away email accounts.
Then ask yourself, “Why would so many people need a disposable email account?”
Look no further than your own behavior. Everyone has an email account that we save for junk. We want something that's being offered in return for our email address. But damned if we'll offer our actual email address.