important to customers. Hemingway favors a monthly newsletter that fea- tures timely and useful content, such as a guide to local apple orchards and recipes in the fall. “It’s not just about trees,” she says. “They’re meant to be informative and relevant.” As with anything related to marketing, it’s important to track everything to see how each piece of communication generates business. A successful email will have high open rates and low un- subscribe rates, Hemingway says. Segmenting, or tailoring messaging to different categories within a larger customer database, can also help cap- ture attention, provided these lists are regularly maintained and updated. “The more you can segment your list the better,” says Hemingway, adding that newsletters especially only work when they are sent regularly. “You’ve
alytics tools for free, or you can engage content management systems like Hootsuite, Loomly, or Sprout Social for more complex goals. NEWSLETTERS AND EMAIL BLASTS According to Hemingway, newsletters and email blasts are distinct marketing tools that serve entirely different needs.
“There are a lot of misconcep- tions about [newsletters] and what they should be about,” says Heming- way. “A lot of business owners want to talk about what’s interesting for them, but the point is not to advertise your business.” While email blasts can alert customers to special offers or discounts, news- letters show you understand what’s
SavATree publishes their award-winning newsletter Timely Tips twice a year.
posting one or two times a week and take some time to map out posts in ad- vance. Using a content calendar keeps posts organized and ensures you have the right mix of images, videos, info- graphics, and blogs. Both Instagram and Facebook offer scheduling and an-
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