Do you have a newsletter for your organization? Often, when I ask companies (or groups) about this, they don’t have one put together. They feel that it’s an outdated method or with an active social media platform, they don’t feel it’s necessary. However, having a good newsletter database helps your company on several levels.
It allows you to get a better handle on who your audience is. When you have a newsletter sign up, you get to learn exactly who is interested in your products or your company. Depending on what information you ask for, you can learn a lot about the demographic. Location, age, even education level or social media can all be discovered if you handle it correctly.
The difference between push/pull marketing. In push marketing, a company, group, or organization tosses their information out to an audience in a wide net (similar to fishing) and hopes they might be able to draw in people who are interested in their products. This can be an effective way to reach new people. However, when you have a newsletter sign up on your website, you don’t have to work so hard for it. These people are ASKING for your information. They want to hear more. They are your ideal audience. So instead of pushing, you’ve PULLED them in. A newsletter sign up is the ultimate in PULL marketing.
A newsletter is your own platform. Though many people today have come to rely heavily (sometimes completely) on social media as their marketing strategy, they need to remember that Facebook, Twitter, Instagram, and Snapchats are all owned and managed by someone else. That means that if you are solely relying on them to get the word out about your company or product, you have to hope THEY are going to allow you to talk about it. It’s their stage. They can, at any time, get rid of your update, picture or even presence on their site. That means THEY are in control of your message. Not you. A newsletter allows you to talk about whatever you want to or need to without having to worry about someone else’s rules or even political beliefs.
If your company has a newsletter but hasn’t sent one out in a while, consider breathing new life into it. You can send coupons, updates and even run contests or promotions through your newsletter. And if you don’t have one, now is a great time to get one started!
Contact us today if you have any questions about anything in this article or about your own marketing plan.