One of the most important and easiest ways to stay connected with your network of friends and business associates is an email newsletter. The primary goal of an email newsletter is to create and maintain top-of-mind awareness. Simply put, top-of-mind awareness is owning the space that your product or service occupies between your prospects ears. That way, when they're ready to buy your product or service they think of you first.
- 15% - Buy within the first three months.
- 24% - Buy within four to six months.
- 34% - Buy within seven to twelve months.
- 27% - Buy more than twelve months later.
That's why it is important to keep your name in front of your friends, acquaintances and prospects. Even if somebody on your list is not ready to buy today, they probably know someone who is ready to buy and they will recommend you, if they think of you first.
Is it Spam?
The kind of E-mail marketing we are talking about is sent to existing customers and friends or to people who opt-in to your list. So no, it is not spam. Anyone on your list is free to opt out at anytime with the click of a mouse.
Send to warm e-mail addresses.
Our e-mail newsletters are sent only to warm e-mail lists. A warm e-mail is someone that you have met or talked to on the phone or someone that has been referred to you. This is a person that will welcome information and updates from you. They are unlikely to think of your e-mail as spam because you already have an established business or personal relationship with them.
Send out a "People" magazine" not a "Fortune" magazine.
We have experimented with different formats and have found that if the content is right then people will look forward to receiving your newsletter. Our experience in 5 years of doing newsletters has taught us that it is best to send out a "People" magazine, not a "Fortune" magazine. We typically include several articles of local, regional, or national interest. These might include articles about a local charity fund raiser, a travel article, or an art gallery showing. We also include an article promoting one of your clients or customers. Part of the power of a newsletter is that it is a tool to promote others. If you promote them, then they will promote you. By doing these kinds of articles, which are of general interest to the community, a high percentage of the people who get our newsletter open it each week. And just as important, everyone who receives your newsletter sees the name of your company each week in the subject line of the email. Even if they delete it, an impression is made.
We can also include fun interactive activities in your newsletters to get people to open and read them. We can include a riddle each issue. Readers can respond to the riddle with their answer which we publish the following week. This gets people opening and reading the newsletter on a regular basis.
You will have access to statistics that tell you how many newsletters are mailed, how many are opened and how many people click on links in your newsletter. For example, if you are a Realtor and have one of your listings featured in your newsletter with a link to the multiple listing service web site, you will be able to see how many people clicked on that link.
You will also be able to get the email address of those people that clicked on the link. We are always striving to develop ways to increase the number of people who open your newsletter and click on the links that take them to your web site.
Our program also helps you manage your email list so that you can easily remove bounced addresses and correct errors in the list.
Right Brain Web Solutions partners with Constant Contact to produce and mail your Email newsletters