E-newsletter campaigns are a very popular marketing media, and enjoy support from many successful businesses world-wide. They’re a bit like the digital version of a glossy flyer, but they land in your virtual mailbox. You have design freedom to style them, and the content can include direct sales material, or more subtle brand and loyalty-building copy. You can link back to sales pages attached to the offers, include powerful video links, and generally add value to your customers perception of your business. We like them.
Clients can respond to the call to action, or they can respond directly to the email. You’ll either get orders or comments and dialogues that will help you improve your marketing strategies. They stand alone very well, and we’ll be pleased to help you build a plan for your E-Newsletter campaign.
There is an easy way though, to do better. We’d like to offer you a similar alternative, one that we believe gives you so much more than pure e-newsletter campaign. Combined blog + email campaigns.
With the same low-cost delivery benefit, consider some of the other advantages this simple change of approach could give you:
- You can still maintain regular contact with existing clients.
- You can still make use of your mailing list in exactly the same way.
- You can continue to use analytical tools, landing pages and auto responders to gauge response to your emails. With the information you gather you can then modify your approach, and further define and categorize your lists. You learn more about who likes what, which allows you to be even more specific about your marketing.
- By adding a blog to your site and using it as a secondary distribution media, you can expand your potential audience exponentially. Blogs and social media increase your exposure to a much wider audience. The idea is to use the same, or similar material; in your email campaign, on the blog, and further, onto social media like Facebook and Twitter.
- You won’t be dedicating much time to producing content specifically for social media if your blog posts focus on sales material. It’s important we don’t lose sight of the original purpose of the e-newsletter concept; delivering information aimed towards increasing sales.
- Blogs are, by their nature, interactive, so you’ll get feedback from readers about your posts which helps guide your marketing messages. You also gain the opportunity to respond personally, and in how you engage in general with your clients and prospects.
- Blogs give your readers the chance to interact on a more personal level with you, instead of just hearing from a faceless corporation. You can add you-tube videos to your posts, or joke-of-the-days, or interesting quotes; they all serve to give an insight into your social philosophies and encourage readers to share your blogs. The sharing spreads the word of your blog and drives traffic to your site. It’s a brand driver, and a free opportunity.
- Blogs are big right now. Building a good one shows you’re pro-active about your marketing, and, if you’re not already, helps get you connected to the e-generation.
There are no rules about the frequency of email/posts in an email+blog campaign. It is a good idea though to make a plan to keep good information going out regularly. But the benefits of adding the blog and social media angles takes the marketing potential to a different level. You can send your sales material and important news regularly, and post other semi-related or interesting material as it fits your schedule. And if you’re unconvinced about the practical use of social media, in a marketing context they’re used in quite a different way
If you don’t already have someone in your sales or marketing teams to control your campaign you can always sub-contract us to take the reins; we’re willing to negotiate longer-term arrangements. We can also set it up for you to manage yourself, from planning, design and tracking through to implementation. So if you’re considering an e-newsletter, or a slightly different strategy like this, talk to us. Let’s find out what your newsletter’s currently doing for you now, and whether changing it up may make all the difference to your results.