Recently I started a research project for our email newsletter service, Just Add Content (JAC). The purpose of the research was to identify if people would be interested in using JAC as a DIY newsletter service: a cost effective marketing tool.   We sent online questionnaires out to a particular sector we’d identified as potential clients.  The aim was to gauge how much people would be prepared to pay for such a service. Whilst we thought we’d have a good idea of the results, we were intrigued to find they were very different to what we first thought.

Originally we thought that the price was the big issue with email newsletter and people thought that the current services were too expensive. However after completing the research we discovered that the perception of newsletter is somewhat negative for two reasons:

1. Spamming clients. There’s a big fear that sending out a newsletter is seen as a spamming activity, which will danger their business relationships. If you do it incorrectly, then yes newsletters can be seen as spam, if you send a newsletter out every week and the content is about how amazing your business is, and then I can understand why you’re considered as spam. If you send out a newsletter on a regular basis (this could be once a month, bi monthly) with content that your audience will find useful, then this is not spam.
2. Taking too much time. Newsletters do not take as much time as you might think. You have a few options that can help you manage your time. The first one is to hire a copywriter to write your newsletter – this will increase your costs slightly, however it will free up your time. The other is to approach the service provider and ask if they offer a loading service. We offer to load our clients email newsletters as we know that a lot of our clients don’t want to load their newsletters, so we do it for them. Newsletters do not have to take up days of your time!

It’s a shame that these perceptions are in people’s heads as newsletters can be a brilliant marketing tool for a business. Sending out a newsletter to your audience can have so many positive impacts to your business:

• Brand awareness. Get your brand out there and show people who you are and what you’re about! In your newsletter include your logo, business colours, website address, a company slogan/mantra. Show people what your brand is, so next time they see something like your logo, they instantly remember who you are and your expertise.
• Remind people of your products and services. Chances are your current clients or even past clients are not aware of all of your products and services. By sending out a newsletter and talking about some of the products or services (not in a sales way, but informative – how can it help their business?) then you are subtly telling them you offer these products or services. You’ll be surprised by the amount of your clients that do not know your full catalogue.
• Maintaining a business relationship.  It is always worth keeping in contact with people in business, even if they are an ex member of staff or a potential client. By sending a copy of your email newsletter you are keeping the audience engaged and maintaining the relationship.

What do you think of email newsletters? Even though my research project is over, it will still be useful to know your opinion. Do you use a newsletter? Is it effective?  Leave a comment in the box below and let me know.