Are e-newsletters worth the time and effort?

This is one of the questions that clients often ask when it comes to their marketing activity.

My answer? Yes, when they are implemented in a structured and strategic way.

Email marketing can be a valuable strategy to speak to clients, colleagues and potential customers directly – using both targeted messaging and information-focused content.

It builds relationships and can generate enquiries for your service or product.

Building an email subscription list gives you direct access to people who are so interested in what you do, they’ve made the effort to sign-up.

So, how do you implement in an e-newsletter?

An e-newsletter provides a platform to send multiple pieces of content that resonate with your subscribers. You can do this:

• at the end of a campaign by sharing your expertise – blogposts, vlogposts, webinar recordings etc.

• at the start of a campaign to highlight upcoming events you’re speaking/exhibiting at or webinars you’re running.

• to share community news, curated content or company updates, outside of a campaign etc.

Ensure it’s personalised and worthy of a read - remember, you’re building a relationship with that one person opening your email, clicking through and reading your content.

How often should you send an e-newsletter?

How often you send your e-newsletter is ruled by how much content you produce and your internal resources to create the mailer. Could be once a fortnight, once a month, once every two months. Keep it consistent though – people will expect to receive it.

Utilise the data your e-newsletter produces

Once you’ve sent your e-newsletter, look at what people clicked on. What piqued their interest? What type of content was it? What do they have time for? You then have data to help support your next campaign-based activities.

You can also explore how they interacted with the mailer. Did they click on a button, a text-based link or an image? This gives you data to help support the design of your e-newsletter.

With that in mind, how could you implement an e-newsletter in your organisation? Get in touch if you need some help.