I resell an amazing email marketing system that I customize for each client. They can get a branded template without the advertising at the bottom like those other email marketing services. You know who I’m talking about 😉
Clients get very excited about the system, I make the template, get them all set up and then they don’t use it. I started seeing this trend so I asked a few of them what was going on. They all said, “I know I need to reach out to my clients on a regular basis but I don’t know what to say.”
I know it can be tough to talk about our companies and ourselves but we all have something to talk about. I actually create an editorial calendar for my email newsletters and blog. I have to admit I don’t always stick to the schedule but I do stick to the topics.
One thing I find my clients like are tips on marketing and design. They find them very helpful and usually share the newsletter with someone else. I do keep them relevant to what I do but I try to put myself in their shoes to see what they would be interested in and actually take a few minutes to read.
Presenting interesting and relevant information is imperative to subscriber retention, and beyond that, the transformation of prospects into customers. Here are some ideas on how to get the writing flowing:
- Answer a question: I’m sure you get questions from clients that you end up answering over and over. Use your newsletter to answer the questions that pop up and get to all your clients at once.
- Give a tip: If you have a business that lends itself to tips/tricks then pick one of your favorites and write about it.
- Industry update: You may be in an industry that has updates that you can share with your clients. For instance, a PC Tech can write about the latest software, hardware or even new viruses we should watch out for.
- Discounts and Specials: If you sell a product, email newsletters can be a great way to get the word out about specials and discounts. Studies show that people do respond to sales incentives received via email.
- Ask for feedback: Include a survey or a link to a place where customers and prospects can leave comments about your company, your website, the industry, your email marketing campaigns, or whatever topic you wish to learn about.
Ultimately, there is no reason why you can’t send out a consistent email marketing campaign, even if you initially feel you have nothing to say.
Rather than fall into the motto of “if you have nothing to say, don’t write,” come up with something to write…but be sure that it’s interesting and relevant to both your business and your subscribers.