Newsletters are here to stay

When you think about newsletters, do you still think about the traditional printed version? Thankfully, times and technology have changed considerably over the years.

Besides advancing into the 21st century and transitioning into a digital format, newsletters have become more important than ever and they’re not going anywhere.

Why newsletters are still important

Newsletters have been fundamental when it comes to marketing for small businesses for many years and regular client communication is paramount to ensure your clients remain engaged. Newsletters couldn’t make communicating with clients any simpler.

The benefits of newsletters are:

  • Builds greater trust with your audience
  • Keeps clients engaged
  • Educates and informs
  • Potential increase in lead conversion of potential clients

A newsletter should always provide topical and valuable insights for your clients.

How many articles should you include?

While there is no magic bullet when it comes to the number of articles you should include, despite this, it is suggested that anywhere between 3-5 articles would be sufficient. This will also depend on how targeted your audience is.

The more targeted your client base, the more tailored your content should be, which would generally mean fewer articles would be required in a newsletter. If your audience is broader, then you will need a broader range of articles.

It’s important to note, if your content is not tailored to your audience, your newsletter may end up in the trash folder, so it is wise to understand what content will resonate best with your clients.

How often should I send a newsletter?

This question is often asked however, this again, comes back to your audience, can be driven by what is currently happening in the industry and what information you would typically share with your audience.

Whether you choose to send newsletters monthly or quarterly, more often than not, there will be occasions where you may want to provide your clients with additional information or content – take the Federal Budget for example – this could be sent as a separate communication rather than combining in your regular newsletter.

It’s important to understand that sending quality and relevant content fewer times a year is much better than sending a high volume of newsletters as your clients may see it as junk and switch off, especially if it’s not relevant to them, so keep in mind what your audience would prefer to read.

Key things to remember

There are few other communication channels that are as effective as newsletters, which is why every small business should consider it as part of their ongoing marketing strategy.

Remember, be consistent, find out client preferences – discover what they want to read and choose content that is relevant to your clients to ensure they remain engaged.

How we can help

Have you started thinking about what your marketing strategy looks like for 2023?

Our content marketing makes it easy for advisers to maintain an important connection with clients, so call us today to find out how we can help you keep your clients informed in 2023.


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