The number of small businesses and medical practices that do not take advantage of routinely distributing newsletters or eNews is astounding. With platforms like MailChimp and Constant Contact, most organizations today can create a newsletter for no annual fee or monthly subscription cost. A newsletter is one of the most cost-effective and efficient marketing strategies you can use for your company.
Depending on how fast you draft new content, a newsletter can be created and distributed in as little as a few hours, once a month or twice a month. If you already blog to improve your website’s search engine optimization (SEO), you can simply re-use the blogs as excerpts in your eNews and therefore helping your website traffic by sending users to your website to read the full articles. Or, if you do not yet blog, creating content for your eNews can serve double duty to create content that can then be used on your website blog.
Typically, a newsletter is distributed to your existing clients or customers, past clients, prospects, and professional contacts. These are the individuals who have either done business with you or have previously expressed an interest in doing so. If you use social media or other digital adverting as a tactic, eNews can also serve to further connect with the captured e-mails. It makes no sense to stop corresponding with this audience frequently. The opportunity to cross-sell to or up-sell to your present clients is enormous, and eventually the moment will be right for those who have not yet had an opportunity to buy from you.
Reminding your clients and prospects that you are still in operation and here to help when they need it is one benefit to sending a newsletter. A newsletter supports TOMA (top of mind awareness). You’ll reach these users when it’s most convenient or opportune for them, and your sales will rise with the least amount of work.
It’s a good idea to distribute a newsletter each time your business introduces a new product/service or whenever there is a change or update in your company, practice, or organization. You can also issue an eNews if you are introducing a special offer or lowering the price of your products or services. Organizations such as medical practices who do not operate on price can share educational and informational articles of interest to their audience. Curating content—that is finding material relevant to your audience from a variety of sources and sharing it strategically through your communication—is also great for eNews.
Over the years, our clients have received many requests from subscribers to their eNews requesting services. Nearly all of them had been on the eNews list for months or years and were not past customers. What took place? The need was there, and the newsletter provided the right TOMA at the right time.
D Media Can Help with Your eNews
Newsletters are effective. If you need help with content creation, design, or distribution, D Media is here for you.