Are Newsletters Dead?
DO YOU NEED IT?
It doesn’t matter if you are a photographer or any small business owner, you still need a way to keep in contact with your clients. When I discuss marketing with other photographers, the studio newsletter always comes up. With today’s online world, are the days of the newsletter behind us? Absolutely NOT!
Sure, we have tons of information at our fingertips with the internet. We get bombarded with emails- and even regular mail- on a daily basis. So why is the newsletter different? The biggest difference is that a studio newsletter -IF you do it right- is designed to communicate and entertain. It is NOT intended to sell. Of course, you can mention this month’s sale or a new product you are offering, but there has to be more.
You want to touch base and let them know you are still alive. You want to keep your name in their minds so that when an opportunity DOES come up, they think of you. If you newsletter is just a “sales email” every month, nobody will open it.
Think about it like this…
What if you called each of your clients every month, just to say hello. If you told them an interesting story and asked how they were doing, most of them probably wouldn’t mind too much. However, if you launched into a sales pitch every call they would be checking for you on CallerID every month. Resist the temptation to sell, sell, sell. Trust me on this one.
PRINT OR EMAIL
You’ve really got two choices on how you distribute your newsletter – printed on paper or via email. Paper used to be the way to go, but now they just get lost in all the other junk mail. Unless you are spending a lot of money on slick productions- your leaflet will just end up in the recycle bin.
An email newsletter on the other hand can be interactive. It can have links to blog posts, emails, etc. For the past couple of years, I’ve been an affiliate for Constant Contact. I don’t mean this to be an ad for Constant Contact. There are plenty of other email newsletter providers out there – they were just the best fit for me. I think in today’s economy, the email newsletter is absolutely the way to go!
One of the things that sold me on Constant Contact initially was the analytics. When I send out a newsletter, I can see how many people open it, how many click on links, etc. It really is a great way to get feedback about what your audience wants to hear about – and what it doesn’t want to hear about! Used properly, this can really lead you to huge improvements in your marketing efforts.
JUST DO IT
The important thing is to just do it. You know you need to market your business, so get after it! Sign up for a free trial and give it a shot. You really have nothing to lose. If you feel like you need some hand-holding, I have a Newsletter DVD that will walk you through the process as well. Believe me – if it didn’t work, I wouldn’t still be doing it after all this time!