MARKETING HOW-TO
WHY IT WORKS THE TRUTH ABOUT NEWSLETTER MARKETING: & Best ROI How to Get the
Have you ever wondered if newsletter marketing still works? In this age of social media campaigns, email marketing, and article marketing, will this technique still work to grow your business? The answer is absolutely, but just like all small-business marketing, only if you do it right. In this article, I’ll show you the dos and don’ts to make sure your newsletter marketing campaign crushes it. Newsletter marketing is different than your typical direct-response marketing campaign. A newsletter marketing campaign is not meant to be a stand-alone piece that drives 100 percent ROI. According to Tony Robbins, it now takes 16 touches to get someone to simply take notice of your products or brand. This doesn’t mean to buy — just to know you exist. I know that sounds like a crazy number of touches, but with all the advertising coming at us day in and day out, there is simply too much noise for our brains to process, so we start tuning some messages out. “According to Tony Robbins, it now takes 16 touches to get someone to simply take notice of your products or brand. THIS DOESN’T MEAN TO BUY — JUST TO KNOW YOU EXIST. ” For our most successful clients, the primary goals for their newsletters are to accomplish the following: Support all other marketing campaigns and promotions.
So how do we speed up a prospect’s or customer’s awareness of the message we’re trying to put out? We have to send them information they will actually consume, using media they will consume. That means you should use multiple media channels to get your message out to both prospects and customers to ensure that they consume what you’re sending.
For the extra effort of using a multimedia strategy, you’ll also be handsomely rewarded.
For example, combining your promotions and sending a multistep email marketing campaign with a direct mail newsletter campaign will increases response rates by 118 percent, according to merkleinc.com. Two of the very best ways to make sure your message is seen by as many people as possible is with the use of a newsletter marketing campaign and an email marketing campaign. Direct mail has a 99.9 percent and 74 percent same-day open rate. Email has a 99 percent deliverability rate (including what goes into spam boxes) but only a 12–24 percent average open rate, depending on a variety of factors. Even with email marketing’s overall low open rate and click-through rate, combining email and direct mail gets you a 118 percent increase in response rate. It makes perfect sense to use this omnichannel marketing approach to get better results. Bottom line: Adding a newsletter to existing marketing campaigns and promotions will close more deals, making it a profitable decision. Stay in touch with prospects and provide prospect-only offers to help close more sales. Just like in the previous section, where we talked about the increased response you’d get from combining email marketing with newsletter marketing, the same is true if we’re trying to close more prospects and turn them into customers.
In addition, I found out long ago that people are ready to buy when they’re ready to buy, not when you’re ready to sell to them— regardless of how much we all wish that were different. If you’re selling anything that tends to have a longer sales cycle or requires a big decision, you need a marketing strategy that includes solid follow-up on a consistent basis over a long period of time. Even if buying your product is normally a quick decision, we all know people are slow to react, and very few companies are closing greater than a few percentage points of the overall leads they get. So what’s going on with the other 95 percent of the people who were interested at one point or another? If your business operates anything like mine, you’re able to drop 10 percent of the leads because they are unqualified, but that still leaves 85 percent of your leads on the table unconverted. By using newsletter marketing, you can follow up with those leads for a predetermined period of time and make special offers just to people on that leads list to get them to convert and become customers. At my company, The Newsletter Pro, we were able to add $1.2 million in new revenue from leads who found us over 12 months ago — before they were ready to make a purchase. In almost all cases, the salesperson had long given up on that lead, but my print newsletter and email newsletter had not.
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