You may have heard it before: e-mails are old-fashioned and out and social media is awful. As a company you should focus on likes, followers and subscribers. But how does everyone register on social media? How are you informed that you can enter your meter readings again? Which digital channel do you always check? Indeed: e-mail.
The power of e-mail
E-mail moves the conversation about your company to a more personal environment: the inbox. E-mail ensures traffic to your website, gives the most direct translation from conversion to sales and is an excellent means of luring your customers to you. You can vary the content of the e-mail per recipient and the success of e-mail is easy to measure. It is more businesslike than Twitter or Facebook, for example.
Now we all know the emails that are only about the company and their products, and how great everything is. But with the right content, with the right story, you offer added value. As a thank you for the time of your readers.
How do you start with a newsletter?
You need a number of things:
- Subscribe to your newsletter
As a company you can only mail someone if you have a business relationship, or if that person has registered themselves. E-mail addresses obtained with a registration are called opt-in mail addresses. A business relationship is also limited: you may not suddenly send your insurance agent an e-mail about mortgages, because that is a different product. Mailing without a business relationship or registration is called spamming, a real mortal sin that can be responded to with heavy means in the Netherlands.
Always collect e-mail addresses through your website. Give the option to put a check mark in your contact form for your newsletter. Ask your regular customers. Also be clear what you promised: how often do you send the newsletter and what do you put in it?
That is why it always starts with a plan: what do you want to achieve with the newsletter? Traffic to your site? Sale? Interaction? How can a newsletter support your company? Only when this is clear can you determine how you will use the newsletter. You regularly send out a newsletter. Frequently used is monthly, but what is most important is what your customers would appreciate. How are you going to collect e-mail addresses? How are you going to send your newsletter? With which content do you fill the newsletter? Making a plan mainly consists of asking questions.
See how other parties in your market deal with e-mail, sign up for their newsletters. Explain for yourself what you are willing to spend on a newsletter and what you want it to deliver.
The content, or the content, usually consists of news, promotions and an agenda. An item consists of a photo with a short text and a link to an underlying page on the website. A newsletter therefore forces the creation of new content for the website: web pages and news articles. Creating content is part of content marketing.
And before you consider what you want to get out of your newsletter, first ask yourself what your readers will find interesting. Which stories do they like to hear? Why do they choose your company? What is your added value? That translates into content for your site. You then link that to your business goals. For example: linking hair care tips to hair products on the site, extending special life stories to a day out, translating news about changes in health insurance policies into advice.
You do not send a newsletter via Outlook: you can quickly end up on a blacklist. You need a separate mail server for it that can send a lot of mail in one go without any problems. A newsletter has a certain layout: the design. This is prepared once and then every time filled with new content. You place the content in the newsletter via a CMS: content management system, which works just like a website.
Setting up a newsletter takes some effort in the beginning. Send for free via www.mailchimp.com up to 2000 emails per month. The better web builder will also offer solutions for sending a newsletter.
Putting in a newsletter pays off
The ratio between costs and turnover is, according to many marketing research high in email marketing. And the newsletter is the binder with customers when they come out; ideal for image and letting you know that you still exist and are available with your products or services. Bloeise would like to help you with the deployment of your newsletter.