3 Reasons You Can’t Go Wrong With a Killer E-Newsletter

09
Apr 2013

ljkfLMFolks, I have a confession to make. A big one. Ready? Here goes:

For all the writing, speaking, and consulting I do on social media, I honestly believe that a well designed, well written e-newsletter is the single most effective content marketing tactic for reaching your audience.

Yep, you heard it here first, peeps.

So when I meet a new client who has limited resources and is simply looking to dip a toe into the content marketing pool, I go straight to the e-newsletter.

The reasons behind my “e-thusiasm” are many and varied, but let me hit you with the top three reasons why email tops my list:

1. Everybody Gets—and Reads—Email

I know it sounds hard to believe, but not everybody is on Facebook. Not everybody reads blogs. Not everybody is on LinkedIn, Twitter, and YouTube. And not everybody texts. But from college students to CEOs to grandparents, everybody gets email. In fact, you can’t even get an account on a social network without submitting an email address.

And it’s because email is so universal that we’re so darned hooked on it. I have friends who only contact me through Facebook, others I hear from through LinkedIn, and still others hit me up on Twitter. But email is the one tool that literally everyone in my circle uses.

(By the way, how do I find out about those Facebook, LinkedIn, and Twitter messages? Nine times out of 10, it’s through a notification email.)

2. Your List Is Your Own

There’s a harsh truth about social media that none of us likes to talk about: For any given reason, valid or invalid, Facebook could delete your Page tomorrow, and all your followers would be gone. So could Twitter, LinkedIn, YouTube, Tumblr, or any other social powers-that-be.

But your list of email subscribers? That is all yours, my friend, and no one can take it away from you. Your email provider is in charge of your account with that specific provider, but they never own your list. The same can’t be said of any social network that I know of.

3. It Works

While the issue of social media ROI continues to be hotly debated, email marketers have hard numbers to prove their stuff is working: according to a study by the Direct Marketing Association, email generates over $40 for every $1 spent on it. That’s a heckuva lot more than can be said of search marketing ($22), display ads ($20), and mobile marketing ($11).

Am I saying that we need to abandon social media en masse and throw all our efforts into email? Absolutely not. In fact, email and social work beautifully together:social media is one of the most effective methods of driving signups for your newsletter, while email can point recipients to your various social outposts.

Just remember the next time you’re weighing your content marketing options that there’s simply no substitute for a killer e-newsletter.

Do you have an e-newsletter that rocks the content marketing world? Tell us about it in the comments—we’d love to hear from you!

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About the Author

Rachel has answerA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or business.



Socialmediatoday.com Member BizSugar KredFeatured Author on Business 2 Community


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    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

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    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.

     

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.

     

  • Produced ROI Result

    Form.io needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

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    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

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