Why Newsletter Marketing
These are the why's of mine:
- Prospect retention is not less important then acquisition.
- Prospect retention is less expensive than acquisition.
- Keep your brand in front of customers who buy or visit frequently.
Why bother doing newsletter? Because it is much cheaper to retain existing customers or visitors and close the sale than acquiring new customers or visitors from scratch and close the sale. Customer retention is often overlooked. I had made this kind of mistake of not implementing any maintaining ongoing connections with contacts as simple as newsletter marketing before. To grow the business more organically, form a good relationship with prospects is no doubt the key.
Customer/Visitor acquisition cost is never cheap. Therefore, for every acquired customer (or visitor) failed to be retained over time, you have to spend the same amount or more of marketing dollar for acquisition to bring prospects back. If you already acquire the visitors, it is cheaper to engage with them to keep your brand in front of prospects to close the deal. The newsletter is a great marketing tool for this. Your quality mailing list is like a repository of achievement you've done for your business. It is like the predictable income of future. You won't have sale right away, but sale will come eventually when prospects are ready. If you don't even have such repository where you'll be reaping the benefit from in the future, your business is not predictable and is not likely to be growing.
What to Cover in the Newsletter
- Conversational Tone - Write in a tone as if you're talking to people so it'll be easy to read.
- Not Boring - The newsletter should not be written as serious as writing a white paper.
- Mail to Entire List - A simple approach is to mail it to all recipients without sophisticated segmentations to be worried about later.
- Prospecting Tool - Do not expect the result right away. It is a prospecting tool, not something for you to close the deal right there, right then when prospect is reading.
- Frequency Matter - Whether the schedule is weekly, bi-weekly, or monthly, be consistent and persistent. Allow people to opt out easily. You don't want people who are not interested on our list anyway.