I think it’s safe to say in 2018 that we all hate newsletters.
Maybe there is someone out there that still likes getting monthly or weekly emails in their inbox with subject lines like “August newsletter: update of company events at blah blah Inc.” However, for most of us the word “newsletter” has become unattractive; devoid of meaning and therefore any value. We don’t like the newsletters we receive nor do we get anything out of them so we resist creating our own email marketing campaigns in fear of being that meaningless content dribbling into others inboxes that we dislike so much ourselves.
Why would we want to do that to anyone?! Well, you should, and here’s why.
Newsletters have historically been emails that humble-brag about internal company achievements and give general information to the poor saps that were unfortunate enough to end up on said company’s RSS feed (whatever that is, or rather, was). So while the old “newsletter” content is useless and dead, successful marketers know that quality email marketing is still one of the best marketing tools available, especially for service-based businesses. Depending on which study you read, you get $35 to $40 back for every dollar you invest in email! This reinforces the fact that hands down, there’s nothing more valuable than direct access to someone’s attention.
Despite these numbers, many small business owners still hold on to negative feelings about email marketing, and understandably so, but it is preventing them from doing something that is one of the easiest and cheapest ways to market yourself and your business. Just because you hate being on some lists, doesn’t mean lists don’t work.
Just like branding, email marketing is all about speaking to your ideal clients. Whether it’s through a weekly or monthly email, if you can delight people by sharing unique insights with them on a regular basis, email is probably the first place you should focus your brand-building energy.
So whatever personal hang-ups you have about being on someone’s list, or potential customers being on yours, it’s time to get over them. Because, in the end, if you’re giving someone what they want, those people will read every single word you send their way and still want more. And that is one of the best ways to build long-term relationships with future clients, exponentially growing your business over time.