Most profitable Internet business owners will tell you that a consistent, fresh, value-packed email newsletter is one of their key ingredients to success.
But you would be surprised at the number of businesses that don't have one.
Popular excuses for the lack of a newsletter include lack of time to write and mail one, the owner has nothing to say, customers won't read it, the business doesn't want to be confused with a spammer, and the cost of writing and mailing it.
Of course you will never know if a newsletter will be of value to your specific business until you try it, but for many it has proven to be the difference that has allowed the business to thrive. Why?
1) A good newsletter can brand a business. Some profitable businesses are known for their newsletter. It is the sole strategy that put them "on the map" so to speak.
The newsletter gives the owner a chance to tell her story, introduce customers to her products, and answer questions viewers may have. It can be used to reinforce the message, logo, and style of the web site.
2) A newsletter helps to keep the business presence in front of the customer. Unless your customers are coming back to the web site on a regular basis, they will tend to forget about your business in between visits.
By sending out a newsletter on a regular basis (like once a month), you will be keeping that link open and reminding the customer that you're available for business any time.
3) A newsletter can provide incentives and inducements for making purchases at the web site. I have a business owner friend that sends his newsletter out every two weeks on Friday mornings. His customers have come to expect and anticipate it in their inbox.
In every single issue he includes a sales incentive of some type. It might be a coupon for a 20% off product purchase, a "subscriber only" sale, or a "limited time sale for the next 24 hours" offer. He tells me his sales always spike up right after the newsletter is mailed.
4) A newsletter can be a great opportunity for the business to add value to the products and services it gives to its customers. Some business owners have used their newsletter as a way to provide great content on the niche to their customers.
Articles, instructions, profiles, news, tips, interviews, up coming events, product reviews, personal experiences, etc all add to the customer experience with your business.
By giving great content, you brand yourself as an expert and encourage your customers to dig deeper into the niche. You will foster customer loyalty over the brands that don't provide offer this value.
5) Some newsletters provide a direct source of income to the owner because they accept paid advertising from non-competing but niche related businesses. There is a debate about the wisdom of trading newsletter space for a few dollars, but some feel that by offering targeted advertising they are actually doing their customers a favor.
6) Newsletters can be a great way to drive traffic to your business. Often prospects are hesitant to register their name and email address at a business web site. But if you give them an incentive to sign up (like a valuable newsletter delivered free to their inbox each month) they will be much more inclined to join your list.
In our next installment, we'll talk about the ways to make your newsletter a raging success!
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