Email newsletters sent to an opt-in mailing list are an extremely effective tool when it comes to client retention. And email newsletter campaigns are not too shabby when it comes to direct selling and traffic building effectiveness either. In fact, studies have shown that newsletters are among the very top tier online marketing techniques when it comes to results.
Today, though, let’s stick to the important role that newsletters play in the client retention department.
Newsletters make subscribers part of the team. When customers feel like they are insiders or part of the club, they’re going to be much more likely to remain favorable to your company and its products or services. It’s all about loyalty — and newsletters are proven effective as a loyalty building tool.
Newsletters get visitors coming back to your site time and time again. It’s relatively easy to attract a visitor to your site the first time (through organic search or PPC, for example). But the challenge really comes in both keeping them there and getting them to come back again. Sending a regular newsletter to your customers reminds them that you’re still in business.
Newsletters create a sense of anticipation for your customers. It’s true. With excellent quality content and a regularly scheduled broadcast that’s predictable by the recipients, your newsletter subscribers will actually look forward to receiving your email. Can’t just push an easy sale this way though — that won’t work. Instead, you’ve got to create something packed with value and interest grabbing appeal — much like a favorite magazine.
Newsletters are affordable to create and send. This holds especially true when compared to the expensive printing and postage costs associated with traditional postal direct mailing campaigns. Asking for opt-ins is easy — most newsletter services provide everything your web designer needs to set up a good opt-in form. And there are even a few good free newsletter mailing/management services out there when you’re just getting started with building your list for the first time.
Newsletters allow accurate targeting. It’s been noted in many successful newsletter campaigns that one broadcast — for example, to say 1,000 subscribers — will actually produce a 200% visitor rate. That’s 2,000 visitors by emailing 1,000 customers. What’s the reason for this? It’s actually simple… recipients forward quality newsletters to their friends and associates and those folks then follow the path to your site as well. You certainly can’t beat this two-for-one concept. And thanks to the accurate tracking and targeting made possible by electronic mailing, you’ll be able to tweak your campaigns to perfection.
In today’s competitive online environment, you’ve got to take full advantage of all of the proven-effective marketing tools and techniques out there. Email newsletters might sound awfully web 1.0, but the fact of the matter is that they still drive results like nothing else. They’re perfect for client retention!
Until Next Time.
George Chaney
President/CEO
SEO King, Inc.
