The year 2020-21 has been full of financial challenges, especially for small and medium scale businesses. Everyone is working towards developing an efficient marketing strategy whilst using their resources carefully.
If you’re someone stepping into the world of entrepreneurship, you must know that the competition in the market is rising every day. With brands competing with each other to get attention from potential consumers, the situation couldn’t be worse. How do you ensure that your brand voice is heard amidst the chaos?
Simply, by focusing right on your newsletter content!
Yes, you read it right and this article will explain to you why.
Top 6 Reasons why it is important to have a newsletter for your startup
Your product might be just under development or maybe you’re starting to gather resources for your launch. You might think that this is too early but it is never too soon to start sending out a newsletter.
Here are six reasons why it is important to have a newsletter for your startup.
1. Appeals to the user
Email is popular. While this isn’t exactly news, emails have been around for more than four decades. Despite the competition with buzzing social media channels like Instagram and Twitter, emails have been a preferred form of communication, especially in the corporate world.
Sure, it is easy to send out messages via Twitter, but emails have a personalized touch. There are around 4 billion email users worldwide and people spend around 2.5 hours every day sorting through them.
Why is the use of email so deeply rooted in our lives? Because of the ease of use and the assurance of the safety of your data. The inbox is flooded with a variety of emails every day but people respond best to quality content. Newsletters, if curated well, will directly appeal to the users.
The personalized content in your newsletter will establish a connection with the reader. It is not necessary to just share product or service updates, but a part of the journey that you’re on. The readers are intrigued and want to know more about your progress.
Emails are easily accessible on a variety of electronic devices including smartphones. This enables the users to read the content at their convenience.
Unlike constantly updated social media feeds, users don’t have to scroll endlessly, they know their message is waiting. It is just a click away.
2. Establishes trust in your brand
There’s much more to newsletters than just pushing sales or news about new product launches. People love to buy from brands they trust. Newsletters are a great way of reminding your readers (read: potential customers) that you’re thinking about them. Not only can you share your thoughts or your journey leading to creating the product but you can also connect to them at a personal level.
Newsletters are no longer generalized monologues and a bombardment of information. Well-written newsletters are personalized and are directed to the reader since the customers want to be treated like they’re more than just a number or contact.
If done right, newsletters can make an emotional bond with your reader. Not to mention, good quality content can make them look forward to your emails. Wouldn’t you want that? The goal is to build a long-term relationship with your readers.
Segmenting your subscribers in various categories is a great way to give your newsletter a personal touch. Based on the categories, you can decide what content you want to put across each type of reader. Whether they’re investors or buyers can help you decipher the details that need to be put in the newsletter.
You can use the following factors to organize your subscriber list:
- Engagement rate
- Personal demographics (age, gender, designation)
- Buyer’s journey
- Buyer persona
Personalization helps build trust between the brand and the consumers which are paramount for the success of businesses (new or old).
3. Creates a contact base for customers
A well-composed newsletter is a great way to attract people to what your brand has to offer. While it isn’t necessarily to pitch sales every single time you send a newsletter, it helps create awareness about your brand and connect with it. The more people resonate with your brand values and journey, the more likely they are to invest in you or become potential customers.
Also, keeping in mind the impact pandemic has had on our social lives, in-person networking and building contacts are a distant dream. By creating good quality content in your newsletters and sending them out consistently to your readers, you will get a great opportunity to attract new visitors and strengthen your contact database.
While not every visitor or subscriber is a potential customer, investing in newsletters can guarantee a high return of investments (ROI). A study proves that for every dollar businesses invest in email marketing campaigns, they can expect $44 in return.
How can you achieve this?
Link a signup form to your website landing page that will ask the visitors to sign up for the newsletter subscription. You can also create a page dedicated only to collecting email addresses for your newsletter. You can also build your email list without a website.
With the help of these forms, you can collect the email addresses for your newsletter signups. Once a visitor subscribes to receive your newsletter, send them a welcome note and inform them about how frequently they can expect your emails.
Check out these 7 signup form examples that will help you grow your subscriber list.
4. Keeps your readers engaged
An email newsletter can increase your brand value and keep your readers engaged much before the product launch.
Wondering how it’s possible?
Create a newsletter with engaging content like online guides, videos, or tutorials related to your niche. The content you curate should be relevant to your business but need not be about your business.
Whether it is some information about current business trends or a new finding in your community, a good piece of information is always useful. This will ensure that you’re establishing a relationship with your subscribers much before they turn into your customers.
For instance, the manufacturers of whey protein can send out newsletters that highlight the importance of strength training and why it is important to follow it up with a protein shake. As an industry expert, you need to analyze and understand the usefulness of the content you can put out to benefit your readers instead of just being sales-y.
How do you create outstanding content for newsletters that won’t just be ignored just like other promotional emails?
Use these newsletter examples by Flodesk to understand how well-designed newsletter content can get maximum clicks and saves. Email design is an element often ignored when designing a newsletter which reduces its appeal to the user.
Flodesk will help you create compelling content with eye-catching design elements that make your newsletters unforgettable. What’s more, you can also track open and click rates that will help you understand how efficient your newsletters are.
5. Strengthens your sales strategy
We know you’ve been waiting for this one!
While you can let all your creativity flow into composing newsletters, the main reason to keep in mind why you’re doing this is to generate sales and revenue. A lot of companies were closed down due to the pandemic and opened up much later only with less than 50% staff.
The marketing and social media teams have had to work harder and churn ideas to generate leads. When a customer is on the brink of making a purchase, a customized newsletter can easily make them press the ‘buy now’ button.
This consideration stage in a buyer’s journey can be influenced by many ways:
- Attaching subscriber exclusive coupons or discount codes
- Providing early access to sales
- Emphasizing on positive customer testimonials
- Adding compelling CTAs
Did you know that emails including coupons can increase revenue by 48%?
6. Enables you improvise on your product
Customer feedback is vital to a product’s success and longer market presence.
How do you ensure that a product doesn’t just go out of demand?
Simply by incorporating customer feedback and improvising on your product/service. This rule applies to startups too. Even in the pre-launch phase, you can gather feedback about your product via newsletters. Once you have a subscriber list in place, you can simply create polls and surveys asking their opinions or demands.
Once you let them feel heard, you will have a loyal customer base. By tracking clicks and understanding the expectations of your potential customer base, you will know what interests your customers. All of this data can be used to drive sales just at a little cost.
As you struggle to put together your content marketing strategy, we hope to have convinced you about including newsletters in your mix. Newsletters have proven to be a crucial tactic for driving sales and building a strong customer base.
It is all about being consistent with your efforts that will help build and improve your relationship with the customers. If done right, it is a perfect step to establish your business especially if you’re a startup.
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