A newsletter is one of the best ways to keep-in-touch with prospects and current clients. It’s also one of the most cost-effective and time-efficient tools! I believe newsletters are one of the best ways to get prospects to convert when they’re ready. You may strike a chord today with your website or social media post, but a consistent newsletter will keep you top-of-mind when they’re finally ready to lease/sell/buy.
Noninvasive Communication. Research firm Nielsen Norman Group asked respondents how they preferred to receive company updates, and 90-percent cited newsletters, compared to 10-percent for social media.
Awareness. Sending a newsletter allows you the opportunity to increase understanding of your company’s services, brand and mission. While ads are great at getting attention, they have a limited ability to advertise all your services or fully encapsulate your brand. A newsletter builds a broader picture with content, news articles, and photos that can sell your message.
Expertise. There is no better way to demonstrate your expertise than providing a piece of writing (blog or article) to showcase your market knowledge. Telling a story is the #1 way to build brand awareness and keep users engaged. Telling stories about market conditions, recent sales/leases, etc. can showcase your expertise better than an ad ever could.
Promotion. Adding a promotional piece to your newsletter is a great way to increase awareness for your services. Special offers, promotions, and full explanations can lead a prospect to inquire about your offerings.
Consistency. You don’t have to take a page from Khols and send an email every 5-minutes. As long as it’s consistent, your readers will respond. Choose a regular interval that works for you – weekly, monthly or quarterly. This will keep prospects from hitting the “unsubscribe” and keep you top-of-mind.
Getting Subscribers. I put “subscribe” on everything!! Want my eBook? Subscribe. Want to contact me? Subscribe. Want to subscribe to my newsletter? Subscribe!! But I don’t like saying the word “subscribe”. Instead I write something like, “Monthly Newsletter.” It shows how many they’ll get (12 per year) and what an idea of what it is – newsletter of info. That way, there’s no one that assumes it’s going to be like 2-3 emails a day like Wayfair! Ugh.