In Appletree’s latest newsletter Scribbles, we discussed if newsletters are still useful in today’s information crowded world.  Our view is that yes they are, if researched and executed properly.

I subscribe to quite a few newsletters, from a wide range of subjects, for both my work and home life.  As a busy working mum, newsletters suit me as I don’t have the luxury of time anymore to read (or do much else that I used to take for granted!)  Newsletters give me headline; top line information about what’s going in the world, in enough words that I can read and digest during waking hours.  I feel I am in touch with the latest news in the areas I’m interested in.

Crucially for me, I get ideas that I can use for home and work: recipes, health advice, blog ideas, latest social media updates, good books to read and money-saving offers (daily Groupon emails are a bit much though).

Now I probably won’t hit a ‘buy it now’ button on any issue (unless it’s Amazon, far too easily I hit that button), but over time, there will be a relationship between myself and the company sending the newsletter.  I then become an ambassador for that company – I forward the newsletter to people I think will genuinely be interested in it (the recipients will therefore already be in the brand’s target market), and I will also become a referral-maker for the brand.

What is it about the newsletters I subscribe to that make me want to read them on a regular basis?  The reason I read these newsletters is simple – they interest me.  I’m not being sold to in a shouty way, or bombarded with latest offers and sales gimmicks.  I’m reading information about topics I have a general interest in, which span lots of areas of my life.

From a business perspective, newsletters are an ideal marketing activity for many companies.  Write useful content based on your industry – give tips and advice that people can actually use.  Inform your existing customers about all the services you offer, include any special offers you’ve got coming up.

They are relatively quick and easy to set up, and can be delivered regularly.  The key thing to remember for maximum return from them is to plan them, use them in conjunction with your other marketing activities, and deliver them on a regular basis.  Ensure they cover one subject, that it’s relevant and accurate and interesting.  If your reader considers it good value and they gain knowledge, and can see if it can affect them and their business, they are more likely to open the next issue.

At Appletree we use a bespoke newsletter service, called Just Add Content.  There’s a choice of newsletter services available, from a £20 per month DIY version, to a fully planned and written version we create and brand for you.  If you’d like to discuss how a newsletter could work for your business, give us a call on 01635 578500, or email me.  And if you haven’t already done so, sign up to our newsletter, it’s full of useful marketing advice and information!