Businesses have been using newsletters for years. The tool is nothing new. However, many people do not realize the true power of a monthly newsletter as a PR tool. When used effectively, newsletters can provide cost-effective medium for building relationships and maintaining regular contact with your current and prospective clients. This leaves you more room in your marketing budget for other promotional activities.
Research done by the Nielsen Norman Group found that 90% of respondents prefer to receive company updates via newsletters. Aside from being an extremely effective technique to drive website traffic and sales, email marketing is one of the easier channels to measure return on investment (ROI). An email newsletter is an essential component of any business marketing strategy and serves as a valuable public relations tool.
To help you harness this PR tool, we’ve outlined the power of the monthly newsletter so that you can achieve great results.
A newsletter gives you the opportunity to increase awareness and understanding of your company and its products and services. Newsletter content builds a broader picture than other PR tools such as ads. It can include a wide range of content such as featured articles, upcoming events, product promotions, and so much more! To encourage your subscribers to find out more, include links that will drive people to more detailed information on your website, as well as social media links so that they can share with their network.
Establish Your Expertise
A newsletter can demonstrate your expertise and establish yourself as an industry leader. To establish leadership, include articles that cover important issues and provide details of any events and conferences that your company is hosting or presenting at.
Product and Service Promotion
Newsletters are a great tool to promote your products and services. By including special offers in your newsletters, exclusive to subscribers, you enhance the value of the newsletter. A newsletter is also an effective tool for launching new products and services. You can integrate newsletter content with other elements of a product or service launch by including announcements and articles related to it.
However, use your newsletter as a form of promotion sparingly. If you use it only as a sales tool, you will quickly turn clients off. Clients will only continue opening your newsletters if you offer useful information that’s going to help them.
Stay at the Forefront
Issuing newsletters at regular intervals helps you maintain contact with current and prospective clients. This ensures that you are always at the forefront of their mind for when they, or a friend, require your services. To position yourself as a memorable business, ensure that your newsletter is catchy. Aesthetically appealing templates, beautiful visuals and graphics, and well-crafted subject lines are easy ways to stand out in your client’s overflowing inbox.
Expand Your Coverage
Newsletters can help you increase the coverage of your target audience. By placing information about the newsletter on your website, you can build your email list. Building an email list is one of the best things you can do for your business. An email list allows you to stay in touch with subscribers and past/current clients in a different way. It gives you a direct avenue to personally “talk” to potential clients whenever you would like, keeping your business in the forefront of people’s minds.
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The Organization of Canadian Women in Public Relations (Women in PR Canada) and American Women in Public Relations (Women in PR USA) is a network of leading business women striving for excellence in the field of public relations. Together, our organizations form Women in PR North America.