The Reports of The Death of Email Newsletters Have Been Greatly Exaggerated
Believe it or not, ezines, or email newsletters, are still an incredibly effective communication tool for local small businesses because of their in-depth material. I started my email newsletter a couple of years ago but it was a few years in the making. I wanted to do this for a long time but never thought I had anything important to say.
Then, I got on Facebook and people told me they liked my writing and how I’d helped them. After all, helping is exactly what I wanted to do. So, I fundamentally shifted my view of my business and realized that I was being of service to others if I shared my local small business marketing ideas with more people.
The most important marketing tool you have, besides yourself, is your knowledge. And, your knowledge can help people. You probably already know that because your customers tell you that…I hope.
Knowledge is the heart of content marketing and in today’s world, content marketing is king. Content marketing means sharing information with your customers and prospects to educate them. Local small businesses now have to work harder to attract savvy customers. With fierce competition, they need better reasons and experiences to buy and choose from us over the other guy.
Launch Your Local Small Business Email Newsletter In 5 Steps
1) A Marketing List
Over the course of several emails, I outlined how to build your list. You can refresh your memory here, here and here.
2) A White-Hatted Email Marketing Service
What’s a white-hatted service? Benchmark Email, the one I use, is. It’s like an old Western movie. The good guys wear the white hat and the bad guys wear the black hat. The major ISPs like Yahoo, Earthlink, Google, Hotmail, AOL et al, look for companies that have healthy emailing practices and identify them as white hats. The white hats pass through the servers unabated because they’ve proven their trustworthiness. The black hats get stopped at the door, shuffled to a SPAM folder or completely deleted off your server, unknown to you. No, spam filtering isn’t perfect but there’s a lot more going on than meets the eye.
If you just send one from your email account, you are inviting trouble. Your Internet Service Provider (ISP) i.e. Comcast, ATT, views your large list suspiciously and you can get jammed up by the recipients ISP, blocking you forever.
White-hatted services like Benchmark also offer tons and tons of templates that make your newsletter practically a no-brainer. You try it FREE for 30-days, play with it and see if it works for you.
3) A Viewpoint
Your email newsletter need not consist of anything more than a short article and, occasionally, an offer like a discount, free consultation or an event. If you hate to write, you can hire someone to do that or you can use a service for your industry. If you work for a large national firm or franchiser, they will often supply the materials to you. If you create a goal of 250 words or less, you can do it. That’s a single page, double-spaced. God knows, you cranked out more than that in college.
Here’s a link to get lots of inspiration for creating blog postings because it’s effectively the same as writing an article. The difference is you send your newsletter out and your blog waits to be discovered.
4) An Album of Complementary Photos
Dollar Photo Club is the BEST place to get images to use in my newsletter aside from my own photos. I like Dollar Photo Club because I pay for the image which makes its a clean-cut transaction where I don’t step on someone’s toes. You won’t run into copyright issues or upset someone because you stole their image. iStockphoto.com used to be my go-to place for finding images. They just got too expensive for providing me with a good supply of images.
You can resort to using your own photos. If you take lots of them, good for you. I just can’t keep up with my own demand. So, stock photos work great for me.
You can use flickr as well though I’ve completely struggled on how to use their images, giving credit to the owner and sizing it to fit my blog.
5) A Commitment, A Re-Commitment
You have to commit. I’m actually recommitting because getting a newsletter together isn’t simple.
- You have to do something no less than once a month or you will be forgotten, ignored or worse.
- Oh, trust me, it’s a struggle to get this baby out. I stay up late, fit it in between client work, try to get an advanced start, work through illness, skip meals. I’m expecting it to get better. I know it will. But, I’m committed. Your kind words spur me on. And, when you cry “uncle”, I’ll stop.
Good luck! Let’s see what happens.