11 reasons you should be using ERM
After each newsletter goes out, you’re
able to assess how many people received your newsletter, how many
recipients opened it, what articles enticed readers to click through,
and even who forwarded the email on to a friend. The postmaster general
isn’t likely to be able to provide that sort of feedback any time soon.
2. Website Visitor
Capture: By inserting a block of
code (generated by your email manager; you don’t have to rush out and
learn code), you can add a link to any or all of the pages of your web
site inviting visitors to sign up for your newsletter. This means you
can build your list while your sleep. Again, not something likely to
happen with a traditional paper mailing list.
Effectiveness: For an old-fashioned paper
mailing, you have to design (or hire someone to design) the piece,
build a mailing list, get the two together by direct merge or attaching
labels, buy and apply postage, and then take the physical result to the
post office. When you’re done, you have no real idea how effective your
marketing effort was, although the “return to senders” may give you
some of the not-so-good news. Electronic newsletters are click and go,
and include the reporting benefits discussed in #1 to allow you to
fine-tune the next edition. At a fraction of the cost of a paper
mailing, you can and should send them more often. And those returns
(called “bounce backs”) don’t cost you in wasted postage.
4. Proven Response
Rate: Electronic newsletters
average a 25% open rate and many go much higher (some up to 60%!). With
direct mail, the typical response rate is 5%. Granted, an open rate
isn’t the same as a response rate, but the more people are reading your
materials, the better your opportunity for a sale. And because your
recipients requested the information (by signing up) half the battle is
won; the chances of ending up in the round file – electronic or literal
– are reduced significantly.
Contact With Existing Customers:
Obviously your easiest sale is to a happy existing customer.
E-newsletters maintain that friendly bond without being intrusive. With
every newsletter you have the opportunity to remind your existing
customers why they love and need you.
6. Shortens Sales
Cycles: Industry standards indicate
consumers must be exposed to a product or service an average of 6 to 8
times before making a decision to move forward. An e-newsletter lets
you achieve repeat contact with your customers on a regular basis,
ultimately improving your sales process.
Customer Loyalty: Studies show that an
effective newsletter can bond reader and company. By making sure your
newsletter is high quality, with relevant content, you ensure your
customers appreciate your value, and build long-term loyalty.
Professional Image: Think about how often
you go to the old-fashioned monster phone book to look up a number
these days; isn’t it quicker and easier to Google the information? And
don’t you tend to spend a moment or two on the company’s web site once
you’ve found it? Like a web site, a professional newsletter strengthens
your image and gives you a boost over the competition.
Revenues: A strong call to action,
especially when accompanied by a discount or special offer, motivates
newsletter readers to act immediately. That doesn’t mean you should
include a discount or special offer in every email; but there should be
at least one call to action in each newsletter.
Immediate Results: E-mail marketing is
timely. There’s no lengthy run-up to getting your message out. See #11.
Ongoing E-mail Marketing Opportunities:
Once you’ve built your database of subscribers, you can use those
emails for other opportunities. Announce sales, have special “one day
only!” events, or share breaking news.
If you like the idea but you’re not comfortable writing or don’t have
time, no worries. There are companies – like SOS, for example! – who do
this for clients on a regular basis. We tackle everything from
designing the newsletter so that it complements the rest of your
branding, to writing the content, to handling the mailing list, to
sending the emails. Or we can help you learn how to do it in-house.
Don't let lack of time or lack of knowledge prevent you from utilizing
one of the best communication tools available to you.
Check out these
suggestions for electronic newsletter content.