Ask an Expert: E-newsletters get message out
— -- Q: Do you know much about advertising in e-newsletters? I receive one that I like a lot and see ads in there. Do they pull? Is it worth the money? And that also got me to thinking that maybe it is time to finally start an e-newsletter for our business, but again, is it worth the effort?
— Sofia
A: OK, so let's talk a little bit about e-newsletters. I love e-newsletters for lots of reasons:
• They are a fantastic way to stay in touch with your customers.
•Because people have to opt in, it is permission-based marketing. Customers are allowing you to contact them.
•People who do opt in like getting them.
•They can go viral as people forward them on to their network.
•They are easy and affordable to create.
And that is just for starters. Indeed, one other great benefit of e-newsletter advertising, especially, is that, unlike a lot of advertising that is expensive, e-newsletter advertising is typically very affordable.
Let's say you sell products for golfers. Sure, you could advertise in some expensive golf magazine or do a pay-per-click campaign, but the results may be iffy, especially for risk and related cost involved.
Consider this alternative: Research the most popular golf websites out there. Find one that you like and which seems to target your desired demographic. Then check out what sort of e-newsletters the site offers; many of the big sites offer more than one. Find the e-newsletter that contains ads and that you like, and buy ad space in that newsletter.
But always remember - make a commitment when advertising because, when it comes to advertising, repetition is the key to success, repetition is the key to success, repetition is the key to success, so buy a month or more of ads. (Quick quiz! What is the key to success? See?)
Advertising in that e-newsletter should be very effective, and inexpensive, too. It works and is affordable because you are buying a self-selected group interested in what you are selling - after all, these people have opted in to take the newsletter and probably look forward to getting it each week. These are qualified leads. Even better: Because you will be associated with this site, you will have extra credibility.
Now, what about creating your own e-newsletter?
At my website, MrAllBiz.com, we have an e-newsletter that is one of our most popular features: Small Business Success Secrets! Visitors like it because it offers great small business insights and tips on a regular basis for free (or at least I hope it does!) I like it because it allows me to build an email list of potential customers.
Almost any website can offer a free e-newsletter. They are great way to not only capture email addresses and build a list, but actually build your business in a variety of ways:
• E-newsletters help you communicate with and convert prospects into customers.
•E-newsletters develop credibility.
•They build awareness of your brand.
•They can be a money-maker—if your e-newsletter becomes popular enough, you too can sell ads.
There are two requirements for creating a great e-newsletter. First, you must offer excellent content. Either it needs to contain insightful articles by you or your staff, or articles by others which you have permission to use, or it could contain articles and tips submitted by people who take the e-newsletter.
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