Let’s be honest, sending a company newsletter is a lot of work. You’ve got to manage the scheduling, provide good graphics and imagery, meet a specified length of copy, strategize your in-depth keyword use, and the list goes on.
But is all the work worth it?
Short answer: Yes.
Long Answer: Read on for two short term and two long term benefits of having a great newsletter.
Short Term Benefit #1 – Immediately Remind Your Audience of Your Brand
With advancements in technology, the way people receive information on a daily basis is not only faster but it has increased in frequency. It’s nearly impossible to remember all of the brands we come into contact with, even the ones we like the most.
With a system in place for first-time audience members to opt-in to your newsletter, they can get an instant and recurring email from you. This will solidify the memory of the positive interaction they had with your brand and the reason why they opted in the first place.
Adding your new audience members to a well-crafted email newsletter will allow your brand to stay fresh in their minds, all while providing value and building trust. This short term benefit has proven to increase engagement.
Short Term Benefit #2 – Keep Your Audience Members Coming Back
In marketing, they use a term called bouncing. Bouncing is moving your audience from one place to another with ease. The goal is to keep them in a near-constant loop of your content.
This encourages brand recognition and brand trust. It also increases the likelihood of them sharing your information with others, who could also end up in your newsletter and be included in the same bouncing cycle.
In sales, some say it takes at least seven points of contact for a person to make a financial decision. When someone interacts with your business, that is considered a single touchpoint with your brand. How beneficial is that one touchpoint?
The odds are that the first point of contact isn’t huge for you. What’s beneficial is the follow up that comes after that first point of contact. Lacing your newsletters with important links to your website or social media accounts is crucial to keeping your audience bouncing.
By using a newsletter to immediately get your audience back on your website, you just completed two points of contact with just one email.
Long Term Benefit #1 – Scheduling Newsletters Can Save You Time
Scheduling is crucial to the survivability of your newsletter. By getting in the habit of scheduling your newsletters ahead of time, it will drastically increase the likelihood that you’ll provide a regular and consistent newsletter. The benefit of this is the time you’ll save, whether it be weekly, monthly, or quarterly, it all adds up. And after all, time is money.
Needless to say, the time you save with scheduling your newsletters will allow you to focus your attention on other aspects of your business that will help you grow.
Long Term Benefit #2 – Sales. Sales. Sales.
Newsletters are at their core, a form of marketing and advertising. You are advertising your business updates, marketing your improved services and skills, and telling your audience what’s new. Each of your announcements has the potential to increase sales.
Sales can be more than just an exchange of money. Sales can be a PDF download. Sales can be a webinar registration. Whatever sales are to you and your brand, an email newsletter can help increase your likelihood to sell.
Make an Investment in Your Newsletter
Maintaining a company newsletter can feel like extra work that you don’t have time to do. But consistently staying in front of your audience by scheduling newsletters ahead of time will pay off in the long run.
Make the investment in your business – it’s worth it.