Are eNewsletters Still A “Thing”?

Short Answer: Absolutely! Let’s talk about why.

eNewsletters have been a prime marketing tactic for many years. And while they may seem a bit old-fashioned, they are still proven to be a great way to stay in touch with your clients and prospective clients. What makes eNewsletters so successful is that they innately contain all the components stellar marketing campaigns dream to be made of:

• Let’s Get Personal

While readers of your eNewsletter are aware the information has been sent to many other people, opening that email on a weekly (or monthly, or bi-monthly – your call) basis is like receiving a digest of information they actually care about and want to learn more about. There’s a more personal element to receiving curated information from a source they are familiar with (that’s you) versus reading a blog, listening to a podcast, or even reading a report that was written on a specific topic.

• May We Have Your Attention, Please

When people read newsletters they have subscribed to, they are doing just that­ – reading it – generally from start to finish, when they actually have time to do so. If your subscribers know it’s coming to them regularly, they will not only look forward to receiving it, but will take the time to sit down, even if it’s on their phone, and read through all the relevant, timely information you have provided for them. Even if they don’t read every article in your newsletter, the ones that do capture their interest are more likely to be thoroughly read and they are more likely to take action after reading it.

• Oh, I Know You!

One of the greatest things about sending your newsletter via email is that those people receiving it really do want to receive it! They have opted in, stayed on your subscription list, and are reading your content regularly. People tend to browse social media and will follow or “friend” many people that way, but subscribing to a newsletter is a different level of commitment! People subscribe to information they are interested in hearing about and that they know is relevant to them. By subscribing to your eNewsletter, these people are saying, “Yeah, I know you, and I like reading the information you send to me.” Does it get any better than that?

• The Inside Scoop

Because eNewsletters are sent to a group of people who already know, like, and trust you (even if it’s on varying levels), it feels to them like they are getting the inside scoop on what’s going on in your firm and what kind of content you’ve published most recently. This allows you a couple off opportunities that regular blog and social media posts don’t:

1. This group of people is more likely to be on the lookout for offers and special events you’re announcing – the “juicy information” other people aren’t privy to. Which means when you do share that information, they will be the first ones to take advantage of it.

1. If they do get the juicy inside scoop on special events and offers, they are much more likely to spread the word by sharing it with their friends and family. Which brings us to the next point…

• Sharing is Caring

There are a lot of people who are whizzes at sharing a blog post from a webpage. But everyone knows how to forward an email to a friend or family member and say, “Hey, I thought you’d be interested in this information. You can subscribe, too!” While blog and social media posts are powerful, you cut out the middleman by emailing relevant information to people who want to read it and are willing to share it in a very simple way. Just click “forward.”

• Ready, Set…

Anyone who subscribes to your newsletter is already interested in you and your firm and the services you offer. Even if they haven’t yet started doing business with you, you stand a pretty good chance of capturing their business when they are ready to act on your offer.
Not only are eNewsletters a great marketing tool, they are easy to curate and extremely cost-effective. If you’re looking for ways to round out your Marketing Calendar in 2017, eNewsletters are definitely on my list of recommendations!

Kathryn Adams
Practice Building Consultant
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
www.aaepa.com