Have you heard about the ‘Rule of Seven’? It says that a prospect will typically see or hear your marketing message at least seven times before they buy from you. One excellent way to regularly get your message out there is via a newsletter.
Competition
We all have competitors so whoever shouts the loudest or shouts at the right time has a better chance of gaining the client.
The first few times you promote your message, a prospect may not take much notice. Particularly if they have never heard of you. Promote the benefits of your product or service to make it as attractive as you can.
How to get subscribers
Add a sign-up form to your website and link back from social media and Linkedin.
It is against the Law to add contacts from business cards, or from emails you have received, unless your contact has specifically given their permission.
They’ve subscribed, now what?
Keep their interest and give ‘hard to resist’ offers or even freebies, even if only for a short period. In fact offers with a deadline can work very well.
They don’t need what you offer….yet
Turning subscribers into clients isn’t easy. Timing is everything! When a prospect needs your service or product, then the time is right! And, when they do, you need to gain their trust. Link to case studies and testimonials from your newsletters.
8 Tips for newsletters
• Ensure you add items that are interesting and useful for your audience.
• Do add images
• Link back to appropriate pages or articles on your website.
• Don’t make newsletters too long – eg: 3 subjects maximum
• Use a platform like Mailchimp or Constant Contact. These platforms have the big advantage of tracking ‘opens’ and ‘click throughs’, informing you who has unsubscribed, and its easy to see how many ‘subscribers’ you have, unlike batches of emails.
• Have a sign up form for newsletters on your website and link back from social media. The more contacts you have the more potential readers and subsequent clients.
• Use newsletters to promote new products, services and events, but don’t just use it as a promotional tool.
• Send a newsletter about once a month if you can. More frequently and you may lose subscribers.
Why Use a platform?
Newsletters are an ideal way to ‘drip feed’. Both Mailchimp and Constant Contact give you the option to email you a report on the ‘open’ and ‘click through’ rate, so you can see how well it performs.
Mailchimp is free, depending on how many contacts you have. Constant Contact is subscription based, and also depends on how many contacts you have. You receive reports via email usually within 24 hours. You will also receive a report to tell you how many have unsubscribed and who they are. The templates for both are very good and easy to use. It really comes down to person choice.
Never used an email platform before?
If the thought of using either Mailchimp or Constant Contact is daunting, there are two other options available. Either a Marketing Consultant can manage the whole newsletter process for you, or you can receive ‘how to’ one to one training to give you the confidence to manage it yourself. One of the advantages of having it managed for you is that your Marketing Consultant will automatically remind you when your next newsletter is due, and give you ideas you may not have thought about.
To find out more about email marketing or Mailchimp or Constant Contact training, contact Sue@sjemarketing.co.uk or visit www.sjemarketing.co.uk
Sue Edwards
SJE Marketing
As we cannot be experts in every relevant subject, we would love to receive 'guest' articles that may be of interest to anyone running their own business or thinking of doing so. ADD YOUR ARTICLE
