While there are a number of relatively new email marketing tools at marketers’ disposal, the electronic newsletter is still among the best practices for generating returns. The marketing world is largely split on the subject of the newsletter — some swear by it, while others believe it to be too time consuming to write while offering little to no reward. At its base, however, it is the medium through which marketers can speak directly to their consumer base. This can be an extraordinarily useful tool if they use it correctly.

Staying in Touch With Consumer Base

Consumers feel more attached to the brand when they are regularly reached out to. While the quality of a company’s product or services will always be the main factor contributing to their re-engagement, injecting a personal touch into the relationship between business and customer will always be beneficial if done tastefully. Entrepreneur contributor Jacqueline Whitmore says, “I try my best to send out a newsletter at least once a month. Any more than that and I might be labeled a pest. Less than that and it’s probably not worth my while to pay for the service.”

Getting the Word Out on New Products, Services, or Classes

While it’s never advised to over-engage with consumers by sending them ads in an exaggerated manner, the newsletter is a great way to spread the word on upcoming deals. “I never inundate my readers with a lot of ads. That’s the quickest way to lose followers,” writes Whitmore. “Instead, I prefer to I send out a special announcement or class schedule if I have a seminar or promotion coming up. This way, I can cover more important topics in my monthly e-newsletter.”

The Newsletter is Recyclable

Formulating an efficient newsletter is hard work. Thankfully, the fruits of marketers’ labor aren’t merely restricted to their email — marketers can benefit from their newsletter being read on other platforms as well. Whitmore says: “After each newsletter is published, I share it on my social networks, including Twitter, LinkedIn and Facebook. This ultimately gets my face in front of even more potential clients.”

Sharing Personal Information

Again, marketers who stay tastefully in touch with their client base have a better chance of retaining their customers for the foreseeable future. “I receive numerous emails from people who love to read about me, including my accomplishments and trials and tribulations. When I started writing my newsletter years ago, I kept it all business related. Then I decided to open up a bit and everything changed. I started receiving more subscribers,” offers Whitmore. “Each month, I personalize the greeting in every newsletter and share what was going on in my life. Over the years, I have talked about subjects that most people are apprehensive to discuss including my mother’s death, my divorce, my move into a boathouse, and the passing of my beloved four-legged companion, Oliver. When you connect from the heart it makes you more relatable and human. That adds up to dollars and good sense. My stories keep people coming back and interested in reading what I have to say each month.” It’s important for marketers to keep in mind that moderation is key when implementing a personal touch to a business-customer relationship, as too much information can easily lead to diminishing returns.

An Affordable Practice

Email marketing services come with a relatively modest price tag. Some are paid out through monthly fees calculated based on a marketer’s number of subscribers. In most cases, the budget for a newsletter pays itself if only a handful of readers commit to a company’s products or services.

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