The Untapped Potential of Email Newsletter Marketing

9 min read

Table of Contents

Why Email Newsletter Marketing?

Imagine you’ve been capturing emails from customers and anyone who’s shown an interest in what you offer, with their permission, of course. Now you have thousands of subscribers.

Every time you send your newsletter to your email list with interesting information, updates and offers, you get new subscribers. You make sales and people tell you how much they appreciate your emails.

No, this isn’t some utopian future. This is what many successful businesses do every day, because it works. Email is still the killer app everyone is looking for.

If you haven’t set up a newsletter to market your business yet, the best time to start is now!

Once you’re set up, you can: 

  • Send out a newsletter blast anytime something important happens worthy of your subscriber’s attention.
  • A new product comes in, and you think your subscribers would be interested.
  • Send out product or service information changes you want your customers to know about.
  • You have some useful and relevant industry information to share.
  • You want to announce an upcoming event.
  • An emergency happens that impacts your business, and you need to let everyone know quickly how it will affect them.

Let’s Get Your Email Newsletter Setup

It’s often said the money is in the list. Start building your email list today! You can use your existing customer database if you have your customers permission to send them emails.

Lets Get Started

Isn’t Email Dead?

I often hear this, and this is what I say; it’s only dead if you don’t use it.

  • If you don’t use it, we know what the results will be; zero!
  • If you use it, I can guarantee your results won’t be zero

In fact, if you use some strategies and tactics I’ll discuss in this article, you’ll find email marketing is not dead. Quite the opposite, only you’ll wish you got into it sooner! Don’t let any more time pass without making use of this remarkable marketing tool.

Marketing your email newsletter works even when you don’t think it does

I remember sending out my newsletter for my online store and getting disappointed when nothing happened right away. Then, I’d get a response two weeks later asking me for a quote on something else. Keeping top of your customers’ mind is something that newsletter marketing will do very well for your business.

The one big question you’ll be asked if you want to sell your business one day

Do you have an active database of customers? Active means you’re communicating with them regularly. If so, are they responding positively? In other words, are your communications with them getting results? Show a potential buyer evidence of this, and you have a big bargaining chip!

Few businesses can show this. If you can, you stand out from the rest and give your prospective buyer another good reason to buy your business. Get it right now, so when the time comes, you can show how profitable your email marketing is.

Email Newsletter Strategies

Stay Top of Mind

Regular emails keep your business in your customers’ mind.

What’s the alternative? Social media like Facebook? The issue is limited visibility. On platforms like Facebook and Instagram, only a fraction of your audience sees your posts. This is because of reduced organic reach, pushing you towards paid promotions.

Partner with Businesses With The Same Target Audience

I used this strategy for a product I was selling, Real Estate Window Displays. I connected with a business that also targeted real estate agents. They agreed to let me send an email offer to their subscribers. The result? My business earned $10,000 from that single email, with several sales in just a few days. In a subsequent campaign, we made $6,000 in sales.

The cost for each email blast was a mere $250.

Introduce New Products or Services

The best method to showcase a new product or service to all your customers is through a newsletter. It’s an effective way to make the introduction and then direct them to your website for more details, using a link.

Don’t waste website visits

If someone comes to your website, there’s a good chance they won’t buy anything or make an enquiry on their first visit. If you have a lead magnet, something of value you can exchange for their email, then you may at least get their email address before they leave your website. This open communication, if not abused, gives you another bite at the cherry, so to speak. Why wouldn’t a business want this opportunity?

Someone visiting your website may just be checking you and your services out and may not be ready to contact you now, although they may opt in to a lead magnet (Freebie) if offer one. It’s win/win. They get some value without making a commitment, and it gives you a chance to show your expertise and build a relationship with that person.

You’re mobile and need to stay in touch with your customers

You run a coffee cart, or you’re a market stall owner, or maybe a mobile mechanic, just to name a few. Add your website to shirts or put a small sign in a prominent location displaying your website address: www.yourbusname.com.au.

Have a big button on your website visitors to add themselves to your email newsletter so you can keep in touch with them. You’ll be surprised how many people take you up on your offer.

Market stall owners can stay in touch with people in-between events. This allows your customers to buy your product, even if they can’t make it to the markets.

Combine email marketing with an e-commerce store and maybe, one day, you won’t have to go to markets anymore.

Email Newsletter Marketing Loyalty Program Ideas

Retailer

Points for Feedback:

  • Encourage customers to provide feedback on their purchases for loyalty points. Loyalty points can go towards discounts or freebies.

Why It Works:

  • Engages customers and provides valuable insights for the business.

Example:

“We’d love to hear from you! Review your recent purchase and earn 50 loyalty points. Your feedback helps us serve you better.”

Maintenance Service

This could include annual plumbing inspections, electrical safety checks, or general property maintenance services.

Annual Home Maintenance Club

  • A program offering annual home maintenance services, including inspections and safety checks, tailored for property upkeep.

Why it works

  • It provides peace of mind and convenience, addressing essential home maintenance needs while fostering customer loyalty.

Example:

“Welcome to our Home Maintenance Club! Enjoy yearly home check-ups at a discounted rate, ensuring your home stays in top condition. Stay subscribed and unlock more benefits each year!”

Exclusive Educational Content

Send regular emails with exclusive content like guides, tips, or insights relevant to your field, accessible only to subscribers.

Why it works

  • Providing valuable, expert content positions you as a knowledgeable leader in your field and keeps clients engaged between services.

Example:

“Join our email list for exclusive insights! This month, we’re sharing essential tips on (a relevant topic). Stay informed and ahead with our expert advice.”

Take advantage of Social Media and Newsletter Integration

Using social media and email marketing together is one of the best tactics you can use to grow your email list—quickly!

I like this analogy from Mailerlite, which is the email marketing system I use and recommend.

Social Media and Email Marketing Are Like The Batman and Robin of Marketing

Email is older but still highly effective, like Batman, while social media is younger and full of energy like Robin. Alone, Batman is an awesome superhero, but with Robin, they are the dynamic duo!

Mailerlite

If you use this link to start a Mailerlite account, they will give you $20.00 in credit. They have a free account and a low-cost account and an account with all the bells and whistles, which is the one I use.

As this article from Mailerlite mentions. Social Media is great for casting a wide net and driving traffic to your website, but email marketing is great for creating those personal connections and building relationships. It’s the personal one-to-one connections that convert social media followers to customers.

  • You can send tailored information to different segments of your email list. This way, the recipient stays engaged because the content applies to them.
  • Email allows you to share all of your marketing content, such as articles, social media posts, podcasts, videos all on one platform, your email marketing platform.

How do you promote your newsletter to your social followers?

When you post on social media, add a link to your post, which directs people to a landing page on your website where they can add themselves to your newsletter. Of course, this landing page will outline the benefits to your would be subscribers. You can add a link to your Instagram bio that takes them directly to the same landing page. There is also a direct integration with Facebook if you use Mailerlite.

Doing this means you won’t have hundreds or thousands of social media followers and no email addresses. You never know what’s going to happen on any day to your social media network or account, so start collecting your social followers’ emails today.

It works the other way too. Add some of your best social media posts to your newsletter. This way, you can introduce your socials to your subscribers.

General Tips for Email Marketing Competitions & Giveaways

  • Clear Entry Instructions: Make the entry process simple and straightforward.
  • Email List Opt-In: Ensure participants subscribe to your mailing list as part of the entry.
  • Follow-Up: Use the contest as a starting point for an ongoing email campaign.
  • Share Winners Publicly: Announce winners in a follow-up email and on social media to build trust and excitement.
  • Legal Compliance: Ensure your contest adheres to all relevant laws and email marketing regulations.

Let’s Get Your Email Newsletter Setup

It’s often said the money is in the list. Start building your email list today! You can use your existing customer database if you have your customers permission to send them emails.

Lets Get Started

That’s a Wrap

I hope you’ve found this article helpful. If you need help to set up your email marketing platform and campaigns, I have a service package you may be interested in. Don’t forget to add yourself to our Marketing Insights Newsletter for exclusive content on how to generate income with Digital Marketing.

About the Author

Ian's passionate about doing business online to grow businesses in new and interesting ways. When he's not helping clients with design or marketing, you'll find him pursuing his other interests: photography, tech blogging, and in his own words, “attempting to play golf”.

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