Newsletters (like this very one you’re reading now) can help you maintain regular contact with your audience. They help you communicate with clients and prospects and build relationships in a relaxed, comfortable way. Readers can browse your newsletter when it fits their schedule and send it on to colleagues or others who may find it helpful.
More than three-quarters of marketers (87 percent) use email marketing, according to the Content Marketing Institute, making it the second-most popular content distribution channel behind social media at 89 percent.
There are many ways to connect with your audience through newsletters. John Pearson, an entrepreneur and writer, has compiled a list of four powerful ways you can use them in your marketing. We share his strategies in this issue of Promotional Consultant Today.
1. Tell a story. When clients or prospects open your newsletter, don’t try to sell them something — entertain them or educate them instead. Introduce readers to a new team member or company initiative. You could also share your company history or vision, says Pearson. Pique readers’ interest and then include a call to action. Inspire them to want to click to learn more about a product or offering.
2. Introduce what’s new. There’s always something creative and new in the promotional products industry. Use your newsletter to shine a spotlight on the new products that would most appeal to your audience. Pearson says you could offer samples to regular buyers and then collect their feedback.
3. Show up with a special offer. Everyone loves a good deal. Use your newsletter to offer clients and prospects a special offer or discount. Give potential buyers a nudge or reward loyal buyers with a discount. You could also offer an early-bird discount for new products. Remember that with every communication, you are helping build a loyal community, says Pearson. Your target audience may not see all of your social media posts, but your newsletters go directly into their inbox.
4. Send personalized recommendations. Divide your newsletter list into smaller segments based on purchase history or interests. You can then hand-pick promotional products, special offers or pieces of content to share with these different groups. Showcase related products based on their previous purchases, recommends Pearson. This is like gently patting them on the shoulder and guiding them on what else they may find helpful.
Newsletters help you nurture leads, build relationships with buyers and communicate in a personal way with your target audience. Whether you use newsletters to share a story or promote a special offer, be sure to craft an enticing subject line and a call to action. Think about what you want your target audience to do after they read your newsletter and then make it easy for them to take the next step. Another tip: Stay on a schedule with your newsletters. This helps readers know when they can expect to hear from you.
Compiled by Audrey Sellers
Source: John Pearson is an entrepreneur and writer whose work has been featured in outlets like Huffington Post, Entrepreneur and Forbes.
