Why a newsletter is a great way to tell your business's story
By Mackenzie Ryan Walters
Our lives are full of reminders. An upcoming meeting. An online sale. A message to a client.
Email marketing surrounds us and our customers on a constant basis. So when you’re competing in that space, how do you make sure you are top-of-mind?
A well-done newsletter is often an answer. You want to relate to your customers, and they want to learn from you. This is the perfect space to give them just that.
You know I love a good storytelling opportunity, and a newsletter is just that. Here are five reasons a newsletter could make your business even better.
1. Build top-of-mind awareness
Even if a customer doesn’t open your newsletter, they still see your name flash across their screen and perch in that precious space we call their inbox.
It’s an excellent reminder that you’re just a click away, and that you are actively working toward a customer-client relationship.
A monthly newsletter is usually the best place to start, but I’ve noticed more clients moving to a bi-monthly newsletter schedule.
In a busy, fast-paced world, twice a month is a great way to stay relevant with quality, value-add content.
2. Cultivate an email relationship
Every time you send out a newsletter, your customers get to know you or your business a little better.
This is a great space to re-introduce a product or service, teach some tips and tricks, or to tell a little more of your own story.
The digital awareness can help cultivate a relationship –your customer or prospect gets to know you, read about you, learn what you have to offer and that you're an expert in your field.
That relationship begins to build trust, and people like to do business with people they know, like and trust.
P.S. Personal touches like your photo and signature are a great reminder that you are a person, too, and that you’re a friendly face beyond just their inbox.
3. Share client stories in your marketing
The past year has turned many online shopping novices into experts, and the first skill quickly acquired is looking for product reviews and customer experiences.
How did they use the service? What results did it have or problems did it solve?
Are they glad they purchased? How did it make their life better?
A newsletter is your chance to really let your client’s story's shine. How do they use your product and why do they love it?
This is also a perfect place to show off your customer community, and welcome others in.
4. Create value-add newsletter content
As a business owner, you have bookshelves filled with knowledge and experience related to your product sitting in your mind. Wouldn’t it be great to share it even further?
Pull a page from your brain book and show it with your newsletter readers.
Do you own a seasonal business? Share with customers what they can be doing each month.
Do you have a subject-expert lead business? Share what you know.
Did you find relevant research that you want to share? Curate the content in a meaningful way for your audience.
Let them know how they can be getting the best bang for their buck. It’s like you’re letting them in on your own little secrets, and reminding them that you care.
5. Consistency is key
I cannot stress this one enough. When it comes to long-term strategy, you need to remind people that you’re there, and often.
After being introduced to your brand, it might take someone months, if not years, before they are ready to hire you or to buy your products. So in the interim, don’t give up on them, and don’t let them forget about you.
Keep them in your community by keeping them up to date on your business and all you have to offer.
A newsletter is the perfect way to send a subtle reminder, at least once a month, that your business is worth investing in.
Mackenzie Walters is the CEO and strategist at StoryStruck Marketing, and a champion of using journalism techniques to identify and implement customer segmentation strategies. By identifying and targeting their priority customer segments, companies can increase revenue, reduce risk, and elevate customer experiences. A former national award-winning journalist, Mackenzie lives in West Des Moines with her husband, Andy, two boys, and two dogs. In her free time, she enjoys gardening and baking sourdough bread.