What Is Newsletter Marketing?

August 15, 2017    By Becky Sheetz ()

What is Newsletter Marketing?

The idea behind newsletter marketing is simple. Many practices, businesses, nonprofits, and government and advocacy organizations use newsletters to achieve their marketing or education goals. Name a product or service—from office supplies to community news to consulting work—and, most likely, newsletters are used to support these objectives.

While some organizations are successful with print newsletters, and we certainly see that with professionals such as physicians and dentists, many newsletters today are distributed via e-mail.

Newsletters are flexible tools
There is no standard format or design. Mailed to homes or businesses, print newsletters can be 20 pages or longer. Or, they can be shorter digital communications, with several articles and updates. And a blog is very much like a newsletter, except it is delivered only through a website.

Some businesses send an eNewsletter to make a sale. Whether it be toner cartridges, a new fall wardrobe or an airline promotion, you probably receive a regular or periodic newsletter to motivate you to make a purchase. Faster and less costly than print, e-mail marketing with newsletters is a useful tool for those sales-focused communications. They also provide marketers with useful analytical data that enables them to send more relevant newsletters in the future.

Professional practices are different
For professional practices, there is much more to it. Your newsletters may include relevant updates and news about your practice, such as new staff members, changes in hours or upcoming events. But first and foremost, they must focus on useful, educational topics that matter to your readers.

Your professional practice newsletter should provide educational articles that help your readers. For example, a financial planner’s newsletter should include timely articles that inform readers making financial planning decisions. While the articles are useful, they ultimately point back to the financial expert as a trusted resource. An attorney newsletter might provide brief legal updates and informative articles that appeal to a broad base of readers, again, pointing back to that law firm for expertise.

Between visits to your office, professional practice newsletters build reputations and foster relationships.

Newsletters provide information on a variety of relevant topics and include links that allow your readers to take an immediate action, such as scheduling an appointment, referring a colleague or contacting your office to learn more about a subject discussed in the newsletter.

Newsletters deliver results, even on small practice marketing budgets
Most professional practices do not have the marketing budgets of large consumer organizations. That’s all right, because quarterly or monthly newsletters work best for professional practices. Even with modest marketing budgets, newsletters are a great way to keep in touch with clients and patients.

As you see, there is a wide variety when it comes to newsletters. To choose what is best for you, be sure to understand your objectives and what you hope to achieve. That way, your newsletter will have a successful impact on your clients or patients, including those you have not seen in a while and would like to gently remind about your excellent services.

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