The #1 rule of maximizing your email newsletter is to provide great content that provides value to your readers, not to sell, sell, sell!
One of the most frustrating issues that many small business owners face is what content to include in their newsletter. I have seen many businesses underutilize or incorrectly utilize this valuable marketing and relationship building tool.
Some business owners view a newsletter as simply a sales letter to try to generate sales to their list and they bombard subscribers with daily salesletters. While a newsletter can certainly be used to promote your business, and its products and services, it should not be it’s only use. When used this way, it most often manages to alienate people on your list and actually decrease sales. People value their own time and want to read content that provides value to them.
Instead, use your newsletter to provide high quality information, tips, and tricks to your subscribers. The primary reason people subscribe to newsletters is because they want information. Perhaps they are looking to learn about something new, or maybe they need help solving a problem.
Share information with them about what’s happening with you, your business, or within some other area of your niche. Share some of your knowledge with them to help establish yourself as an expert so that they are more likely to buy from you when you do promote a new product or service.
Another great use for your newsletter is to sell your products without having to directly pitch your products or services. You could feature other customers and clients telling your subscribers how they successfully used your products or services, or how you helped them solve their problem. Try to include a photo as well, so people can really make a personal connection.
If you host a business blog, you could address a hotly discussed topic that generated a high number of comments. Be sure to define the issue or problem and provide insights and possible solutions. This would be a good instance to promote a new product or service that you have created. And you could also include an introductory discount that is only available to your subscribers.
Most importantly you should focus on exactly what it is that you feel makes your business better than your competitor’s. What benefits do you provide to your customers and clients. You can use your newsletter to highlight those benefits while at the same time providing useful information to your subscribers.
Using your email newsletter in these ways will help you build a mutually beneficial realtionship with your subscribers, making them more likely to buy your products and services.
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