Staying connected through an email newsletter is a smart move for your business but only if used the right way.
The purpose of your email newsletter is all about your ideal client or customer.
Here’s how to best use it to serve them:
1. Teach your subscribers how to do something.
People will join your list if they’re interested in how to do something that they don’t know how to do or want to get better at.
There may be several others teaching what you already teach.
That’s something that you cannot worry about though.
Put your own uniqueness on whatever you do and you’ll find there’s a group of people who resonate with the way you teach.
Some industry examples:
Fitness professional
– exercise of the week and how to do it or healthy recipe of the week and how to make it (a link to a short workout video is super effective), how to work out at home with no equipment, how to eat healthy on a budget, etc.
Real estate agent
– weekly tips on how to pick the right neighborhood or the right house for your family, how to stage your house for selling, how to negotiate when buying your next house, etc.
Financial advisor
– weekly budget tips like how to save at the grocery store, how to save on utilities, how to be a better investor, free budget templates and how to use them, etc.
2. Offer exclusive discounts and deals for your private subscribers.
Deals can and will do the trick.
That’s why I’m subscribed to Walmart, JCPenney, Famous Footwear, DSW…
(You get it. I like girlie stuff!)
You can do what they do too.
I don’t lead with discounts and deals in my email newsletters but there are times when I will offer deals on occasions like my birthday.
I’ve even noticed some consulting and coaching businesses joining in the nationwide Black Friday sales and offering some sort of discount to their email list.
Other excuses to offer a deal to boost sales: business anniversary, business milestone, client appreciation, just because, etc.
Some industry examples:
Web designer
– offer a discount for a new website or website re-design
Success coach
– offer one-on-one consulting or private coaching discount to a certain number of people, etc.
Restaurant owner
– reminder about happy hour, limited time coupon for half price entrée on weekend, free dessert with entrée on Tuesday, etc.
3. Keep your subscribers informed of any important changes in your business, programs, products, or services.
If your rates are changing soon, your subscribers will want to know.
This may even entice some people (who’ve never bought from you before) to buy if they know that your rates are soon to increase.
Always let your subscribers now when you’ve cooked up something new.
The word “new” brings an added level of curiosity with it.
And depending upon what kind of business you’re running and the connection with your subscribers, you can share changes in your family like if you’re welcoming a new baby.
Some industry examples:
Ice cream parlor
– announcement of new ice cream flavor or limited time flavor
Food truck
– schedule for the week, availability to reserve food truck for your event, etc.
Photographer
– open photo shoots for the week, drop in hours for the week, cancellations, etc.
4. Entertain and build a connection with your subscribers.
We’re all human so laughing and getting our interests piqued is one of joys of life!!
Unless your email newsletter is meant to directly offer entertainment, you’ll find yourself whittling this part in.
People get busy and they get stressed.
Your email newsletter could be just what they need for that particular day.
The main reason for an email newsletter is to build a connection.
That connection leads to you being known as an expert in what you do and with it brings new clients and referrals because you become memorable and someone who can be trusted.
Any opportunity that you have to add a picture inside your email newsletter is a bonus as well.
Your pictures can inspire them to contact you for service because they can actually see the results of your work.
There could be someone on your list or someone that person knows who needs this same service.
Some industry examples:
Speaker
– highlights and pictures from your last live speaking event with examples of how you helped attendees, small video clip from last speaking event
Bookkeeper
– picture or mention of your last client and how you helped them bring organization to their chaotic business receipt box
Salon owner
– pictures of your wedding party clients displaying the beautiful hairstyles you created for the bride’s big day (before and after pictures if possible)
So what’s the deal?
Email newsletters are not difficult.
They’re actually super effective if you make an effort to consistently build your list and send it consistently.
It allows you to share what you do (marketing) and how you can help (over and over) to a growing list of email subscribers.
The reasons above are some of the main reasons someone would subscribe to your list.
Add a sign up form to your website and start connecting with your soon to be email newsletter community!
P.S. – How do you use your email newsletter or what has been the most challenging to getting started?
