Should I Do a Business Newsletter?

If you’ve been considering a business newsletter, you’re probably wondering if the possible revenue is worth the work. If you decide to do a newsletter, you’ll also need to ponder whether your goal is improving reorders among existing customers or continuing to remain top of mind over a long sales cycle and attracting prospects. The content you share will be slightly different, not to mention the way you measure success.

 

Is a Business Newsletter a Good Use of My Resources?

Only you can say for sure whether your efforts are worth it but here are a few questions that may help you figure it out:

Do I have easy access to content?

This could mean you already have a blog from which to draw content or you are able to produce content easily. Maybe you have employees who can produce it or an affiliate partner who can provide it with very little investment on your end.

Do I have a good understanding of what my customers need to make a buying decision?

Do you know what pain you’re solving for? Do you know what they will weigh as they decide whether to buy from you or not? Can you provide those resources?

Do I use specials, discounts, coupons, or other flash sales my customers will want to take advantage of?

One of the main reasons people like a page on Facebook is for discounts. Exclusive discounts in newsletters drive sign-ups and word-of-mouth.

Can I give them something they can’t get elsewhere?

Is the content I’m providing unique in value, targeted to my audience and their needs, or could my customers do a search and come up with something similar (or even better)? If my content is not unique, am I presenting or compiling it in a unique way? Am I condensing it or pulling out highlights to make it easier for them to enjoy it?

These questions can help you get at the root of whether you are ready to take on a newsletter. If you decide to create a newsletter as part of your marketing, you must deliver it consistently. This may mean prioritizing its delivery over other parts of your business. After all, you are making a content commitment to your customers.