I have recently seen several fantastic examples of "newsletters" as a marketing tool by business owners in my network. The word is in quotes because in not all cases does the communication look like the traditional printed product so popular in the last century. Online, "newsletters" can take various forms and they can be more easily produced and deployed.
I like the modern newsletter for several reasons. Properly done, it is a communication that provides a wonderful value added. The business can share information about their area of expertise as well as new products and services. Sent at a predictable interval, the newsletter is a nice reminder that the business is "out there", boosting TOMA. And it can be customized, often by sending variations to different lists.
My favorite local example is a short (3-4 paragraph) weekly email sent by a home services company. It's friendly, slightly chatty, and both reminds customers about what they may want to know (e.g. steps to take in cold weather, checklists for being away from home, etc.) and tells them who to contact (by name!) that week if services are needed.
There is a caution. I always encourage businesses to build their newsletter lists on an "opt-in" basis to ensure that anger at being spammed is minimized. Also, a link for opting-out should always be included at the bottom of the newsletter.
Bottom Line: can your business use a short newsletter, once a week or perhaps monthly to provide value added and Top of Mind Awareness to your clients and customers? Now is the time to get one started!
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