7 Benefits of
E-Newsletters for Professional Service Providers
An e-newsletter can grow your practice by focusing on solidifying relationships with clients and prospects over the long term… instead of relying on hard sales and quick promotions.
Listed below are 7 additional benefits of starting an e-newsletter for your company.
1
Increase Lead Generation And Cross Selling
An e-newsletter keeps you top of mind with your clients and prospects. It provides an ongoing mechanism for highlighting your full range of products and services. For instance, even your “regular” clients may not be aware of your other offers if they’ve only ever come to you for the same exact service.
2
Increase Client Lifetime Value
Competitors can buy their way into a market by matching pricing, matching offers, and even matching the look and feel of any given company. What they can’t buy are relationships. Every newsletter that you send serves to solidify the connection between you and your clients.
3
Provide A Low-Cost, Instantaneous Channel For Sending Messages
Your database of email addresses gives you instant access to your entire list of clients and prospects. With a variable cost approaching zero, you can send alerts, advisories, and messages in addition to your regularly scheduled e-newsletter.
4
Position Yourself As a Thought Leader And Innovator
An e-newsletter gives you a voice in the market; a podium from which to articulate the company vision, establish your authority, and demonstrate leadership.
5
Open Up A Two-Way Dialogue With Clients And Prospects
E-newsletters allow recipients to easily and immediately interact with people within your company. Comments are made, information is requested, and the exchange of ideas between sender and receiver flows easily in both directions.
6
Hypercharge Existing Marketing Efforts
An e-newsletter doesn’t compete with a company website, print newsletter, social media presence, or existing marketing materials — it leverages them. It creates a steady pulse and focus that ties other marketing efforts together.
7
Gives you an edge on the competition
Not all professional service providers utilize email marketing an e-newsletters. But the ones who do have a significant advantage over their competitors. Your regular correspondences keep you top of mind for clients and prospects. Remember, an e-newsletter is designed to nurture relationships and solidify your client base.
FAQ’s About E-Newsletters
Isn’t email dead? DOes it really work anymore?
It’s true that social media has taken over much of the space and time we all spend on the internet these days. However, email is NOT dead, and it certainly isn’t going anywhere.
Think about it. How many times have you checked your own email today? Most of us are checking email almost as constantly as we are social media.
The other good news, is that an effective email newsletter will be opened by about 20-30% of recipients. Whereas recent studies show that only 6-10% of social media followers even see your posts!
how can a newsletter help me reduce my business expenses?
If you’re already spending hard dollars to market and promote your business (in the form of direct mail, newspaper or radio advertising, etc.), the launch of an e-newsletter presents an opportunity to cut back on these expenses.
In many cases, the cost of getting an e-newsletter up and keeping it running can be entirely offset by not spending time or money on other, less productive promotional activities.
An e-newsletter is a cost-effective way to communicate with your entire client and prospect base, over and over and over again.
How do I know if my newsletter is working?
The most obvious way to determine if your e-newsletter is working is by seeing an increase in revenue and by having stronger client relationships. However, it can be hard to “track” those kinds of metrics.
That’s why we also look at the numbers and make sure your newsletter is meeting (or exceeding) industry standards for things like open rates, click-through rates, the number of new subscribers added each month, etc.
How often should I publish a newsletter?
There’s no perfect answer to that question. It varies from business to business. However, the general rule to follow is at least monthly. Some professional service providers send e-newsletters weekly, others twice a month. It really depends on your goals and the industry standard for your type of business.
About the author…
Gina is a freelance copywriter and marketing consultant. Most of her past experience in the marketing industry has been working with mid-size B2B companies. However, she recently started working more with small and local businesses. Helping professional service providers increase their client base is a new passion.