As recently as a couple of years ago, people looked forward to receiving your company's opt-in newsletter.
Is that the case anymore?
Opening an e-mail box, only to see hundreds and even thousands of e-mails, is a sight that scares off even the most e-mail loving person. Included in that batch of unread messages are many good informative newsletters. You may have specificially signed up just to receive them.
Unfortunately, they often get lost in the flood of spam e-mails you most certainly did not request.
Many times, installed "spam filters" will block out your fully authorized permission based newsletter entirely. Your message never reaches its intended audience. You may never know.
While fully permission based opt-in newsletters are still welcomed by most recipients, there is another alternative.
It's business blogging.
The great thing about maintaining a business blog is there is no need to worry about it being blocked by spam filters. Since a blog is not sent by e-mail, it can't be blocked.
A blog can't be accidently deleted along with unwanted spam sales pitches either. Newsletter recipients often set aside some requested e-mails for later, but instead wind up deleting them in the end. Unread, with dozens of other "saved" e-mails.
Barring a failure of your internet server, your business blog is available at all times. All it takes to read it is a click of a bookmark.
It takes time and effort to build up a permission based e-mail newsletter subscriber list. That is no different from adding more readers to your business blog. Both require strong marketing and promotional efforts to be successful. There are no easy methods for gaining more readers in either case.
In many ways, a blog is more timely than a newsletter. The blog can be updated several times a day, while a newsletter is more likely to be sent every two weeks. Even a weekly newsletter can't be as immediate as a daily blog.
That is not to say that a fully opt-in, permission based newsletter is a bad idea. In fact, it is far from it. Properly used, a newsletter can provide great information and product offers to your subscribers right on their desktops. They still have a powerful place in your marketing and customer relations programs.
The main purpose of an e-mail newsletter is the same one as a business blog. Their role is to build up a relationship of familiarity and trust with your readers. In that capacity, as a customer relations vehicle, both have their places in your business.
While most entrepreneurs look to the conventional e-mail newsletter, perhaps it's time to look at the less used blog approach. The e-mail newsletter is an established method of reaching customers. That's why it's popular. That's also why it has been invaded by spammers.
Properly used, an e-mail newsletter campaign can remain effective. You can reach your customers and maintain a steady relationship with them.
On the other hand, a business blog can be equally effective at communicating your message to your customers.
Because the business blog is still in its infancy, it's on the cutting edge of business communications and public relations.
Isn't that where you want to position your business?
No comments:
Post a Comment