E-newsletter marketing is less intrusive than traditional advertising. It provides an alternative that is more appealing to most readers, and is more effective because each e-newsletter delivers value to your customers and prospects on a regular basis. Plus, you can track which articles are most read, i.e., which information is most important to your readers.
Advertising guru David Olgilvy (1911-1999) said, “There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 percent more readers.” This statement holds true in e-newsletter marketing. Rather than one to three percent of readers opening a direct mail piece and requesting more information, over 50 percent of recipients click on e-newsletter articles to get more information. Here are some things to consider when crafting your emails:
- Make the information relevant to readers
- Solve customers’ day-to-day business problems.
- Keep your readers informed.
- Deliver business-critical information.
- Save them time.
Not only can an e-newsletter demonstrate value to your customers, but also it can change your customers’ perception of your business. By including timely articles solving current business problems, you show your customers that you understand them. This repeatedly reinforces their importance to you. While attracting new prospects and sustaining their interest over time, you’re building their trust in your company. Here are some ways to build that trust:
- Know Your Customers
- Be a Credible Source
- Speak from Integrity
- Build a Community
An e-newsletter is one way to reinvent your company’s message and meet the needs of your customers. In being a consistently knowledgeable solution provider, you will build the trust of your customers and prospects.
If you’re interested in learning more about our e-mail marketing services, call 614-285-7565. Contact Sigma Creative today!