Email newsletters are essential for small businesses, and many are missing out on this important tool. Not only does it help you stay in touch with current clients or customers that want to hear from you (keeping you top of mind), but it also helps you to educate your subscribers, send traffic to your website, make special announcements, ask for feedback, the list of benefits goes on and on!
Email newsletters allow small businesses to do a lot of different things, all within one platform. And when used consistently, email marketing has the highest return on investment of other marketing strategies or channels.
I’m not talking about sending annoying sales flyers that we all receive and delete without reading. I’m talking about sending your list of subscribers, factual, helpful information, sharing who you are with them, and building a relationship of trust so they turn into customers or recurring customers.
The importance of email newsletters can’t be overemphasized and while it may seem scary and time consuming it’s definitely worth it! If you are not yet convinced, here are a few reasons why your small business should be sending email newsletters.
1. Stay Top of Mind
By sharing content with your email subscribers regularly, you will be able to stay top of mind and build that relationship with your readers. While your readers may not be ready to make a purchase from you upon signing up to your newsletter, they will know that you can help solve a problem they are having and when they are ready, they are more likely to take action because you’ve been nurturing them with helpful information.
2. Strengthen Relationships
Sending email newsletters can help build customer relationships by providing your readers with the information they want, straight to their inbox. Remember they signed up to learn more about the services or products you provide to help make their lives better or easier.
Strengthen those relationships by providing helpful tips, asking for feedback, even providing your loyal customers with rewards on their birthday, your business anniversary, etc. Eventually, they will begin to look to you for the information and value you’ve been sharing with them, thinking of you first when they need your services. Perhaps referring you to their family and friends too!
3. Increase Website Traffic
Sending emails is a great way to bring customers to your website. In your email newsletters, include links to your website to show off new products, upcoming events, helpful tips, blog posts, etc.
4. Personalize Your Email Message
Once you get comfortable sending emails to your contacts and your list of subscribers continues to grow you have the ability to customize your message for your different audiences.
Pro Tip: Email marketing allows you to segment your audience into lists allowing you to focus and share information that is of interest to them, depending upon what they click on, sign up for on your website, past purchases, etc.
5. Bring Awareness – Promote Your Business
As much as we all like to think that our customers know all about the products and services we offer, there is a pretty good chance that they don’t know most of them. Email newsletters allow you to bring awareness to the products and/or services you offer.
This may be especially difficult for service-based businesses to keep their readers interested, especially if they aren’t looking for or needing services on a regular basis. Email newsletters give you the chance to keep your reader’s attention without overwhelming them with unwanted information or those annoying sales flyers.
6. Grow Your Audience
As a small business, it can be difficult to stand out in the crowd. What do you have to offer that is special and will get people subscribing to your list? Remember, you are unique, your story is unique, and while you may offer the same services and products as others, people will relate to you and your story.
Offering something free and educational or helpful to your readers by signing up to your list is a great way to grow your audience.
7. Gain Confidence
While running your business, one of your goals might be to be seen as an expert in your industry. Your customers or clients have signed up to your newsletter because they were interested in a product or service you provide and want to continue to hear from you.
Gaining confidence and appearing as an expert to your readers, while keeping them engaged is a big win! Your content is one of the most valuable tools, if people love what you do, then they will sign up and engage with you and your content.
8. Build Excitement
Sending emails to your subscribers allows you to build excitement about the products or services you provide. If you have a new product, service, or are ready to announce the launch of a new course, give your email list the first opportunity to hear about it. Reward them for being loyal, provide them a discount or a bonus item if they make a purchase.
As a small business owner, you’re not always able to give free stuff out to your customers, but a little something can go a long way. Rewarding your customers is a nice gesture and a great way to fast forward your marketing goals.
9. Your Email List Is Yours
While this is listed at the end, it doesn’t make it any less important. It’s actually an important thing to realize, you own your email list. With social media, the platform controls everything you do on it, including connections, posts, and responses.
With email newsletters and email marketing, your email list and all of your campaigns are yours, you own them. No one can take your list away from you – or stop you from reaching out to your list.
However, you do still need to abide by the terms and conditions of the email service provider you are using.
Take advantage of the benefits of sending an email newsletter for your small business!
Ultimately, you need to be communicating with your customers on a regular basis. As you read above, sending email newsletters is a great way to build a relationship with your subscribers.
I hope I’ve convinced you just how important email newsletters are to a small business. So, stop worrying and get started on your small business email newsletter today! You’ll be happy you did!
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In each newsletter I will share topics on productivity, organization, time management, and more.
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