Newsletters. The very name can conjure up images of drab and tired A4 sheets of nothing worthwhile. In some organisations they're created not because they're useful, but because there's always been one.
For many copywriters and marketers, newsletters are yesterday's news. I disagree.
It can still get the job done. Nowadays, it's more likely to be sent by email but, for some firms, even the traditional paper version has it's merits. Here are some possible uses:
Promote blog posts
As I've written previously, blogging is a fantastic way to let the world know more about you and your organisation.
But before anyone reads your posts, they have to know they exist. A link from newsletter to post is a great way of achieving this.
Build a relationship
Customers calling on the services of a builder, copywriter or osteopath for the second time may struggle to remember who they used before. After all, the two instances may be years apart.
Regular contact with that customer would help them to remember you exist. A company name and some familiarity is always better than 'the woman who fitted my kitchen' or 'the guy who fixed my back'.
When a business, or an individual employee, achieves something special, it should be celebrated.
Whether it's an award, a new contract or the hiring of someone new, celebrating it on a newsletter is a great way to earn some credibility...and show off.
Introduce special events or offers
When you advertise a new product, an open day or a sale, you want to target interested parties.
Anyone who has signed up to an email newsletter must have at least some knowledge or experience of your firm, so they're not a bad place to start.
Raise your industry profile
Becoming a recognised name in your industry is an excellent way of boosting your reputation amongst your peers and potential clients.
Voicing opinions or offering advice are both ideal ways of showing that, when it comes your business, you know your stuff.
Ensure employees are included
Newsletters aren't just for external customers. They are also ideal for communicating with employees.
Whether it's to update staff on work related issues or to include them in the social side of your organisation, you can share information with everyone at the same time.