Using Email Newsletters as Sales Tools
Email newsletters present the enormous opportunity of being able to deliver your message on a regular basis at a very low cost to people who have demonstrated an interest in your product. The big challenge in distributing an email newsletter is generating content that will motivate prospects to open, read, and respond to your newsletter.
Newsletters that simply provide a recap of the latest products and news from the company that issued them will be read only by the most loyal customers. To reach out and influence potential buyers, you need to provide objective information that can help your prospects do a better job.
Once you get in the habit of providing valuable information that fits your company's business, you'll find it easy to unobtrusively slip in a sales message that will be likely to catch your prospects in a very receptive frame of mind.
Writing the Articles
The following are examples of useful content:
- How to solve common problems that your prospects might face
- How your prospects can take advantage of recent technological developments
- Industry news and trends
- Case studies of how other have improved their operations
The information in the newsletter should come from the experts in your company—executives, engineers, scientists, sales representatives, customer-support staff, and so on.
→ end article preview
Read the Full Article
Jerry Fireman (jerry_fireman@strucinfo.com) is president of Structured Information (www.strucinfo.com), a company that provides marketing communications services on a project basis.
