Sending targeted messages to a select group of customers can increase your bottom line while building awareness and loyalty to your business.
Business marketing departments are always looking for new ways to promote and attract customers to their businesses. One marketing tactic that continues to gain momentum is e-newsletter advertising. Sending targeted messages to a select group of customers can increase your bottom line while building awareness and loyalty to your business. For these reasons, e-newsletter advertising has some important advantages over other types of advertising.
Perhaps the biggest advantage of e-newsletter advertising is cost. While a traditional newsletter or advertisement requires an investment for printing and mailing, and in some cases, design, advertising in your e-newsletter is inexpensive. The primary cost associated with an e-newsletter is engaging the services of an e-mail service provider. Avoid using your company email system or personal email addresses to send e-newsletters. A commercial e-newsletter service provides cost-effective templates and mailing services that allow you to design professional-looking newsletters and track your results. In most cases, these services are far less expensive than traditional advertising media.
Using your company e-newsletter for advertising helps you reach your targeted market, often customers who have already expressed an interest in your product or service. Customers who sign up to receive the newsletter, whether through your website or social media feeds, or agree to receive future communications when they make a purchase, already have a relationship with your company and may appreciate receiving advertisements about special offers or new products via email. Take care when collecting email addresses, and respect customer requests to be removed from mailing lists. If you’re company is blacklisted by an ISP for sending spam, your e-newsletter advertising campaign is not going to be effective.
An effective email newsletter engages customers with your company and brand, and gets them to pay attention to the advertisement. Consumers often receive dozens of email pitches every day, all from companies who want them to purchase their product or service. Combine these messages with the hundreds of TV, radio, Internet and print advertisements customers see and hear each day, and it’s easy for your message to get lost in the chatter. However, providing useful and engaging e-newsletter content keeps customers interested, and helps build loyalty to your company. Fill your newsletter with content that provides tips, instructions or ideas on how to use your products encourages customers to read further, and add value to the communication.
If you aren’t sending your own e-newsletter with information and advertising, you can often purchase ad space in other established newsletters. Purchasing ad space in another newsletter offers the same advantages of designing your own newsletter, including cost effectiveness and a targeted audience, all while taking advantage of the established reputation and customer base of another business. This is especially useful for new or lesser-known businesses. Purchasing advertisements in outside e-newsletters also helps you conserve internal resources. You do not have to manage the email list, and in most cases, the newsletter provider will write and design your ad.