Today’s post answers a question I’ve received from multiple clients: “Is a newsletter really necessary if my list is super small? I don’t have many subscribers, so should I wait until my list is bigger until I send newsletters regularly? I’m feeling like it’s just a waste of time right now.”
My short answer: Yes! A newsletter is necessary and important, no matter if your list only currently consists of your mother and one subscriber. Here are 5 reasons why you should regularly send out newsletters, no matter the size of your list.
1. Sending a newsletter creates good habits. Whether your newsletter goes out once a week or once per month, consistency is key. Sort of like blogging or posting on social media, it makes a difference when done regularly. You’re more visible to your potential customers and they come to expect to hear from you on your normal schedule. It creates the habit for you to sit down and come up with interesting tidbits and tips to help your audience and it creates the habit for your list to expect to hear from you every Wednesday evening (if that’s when your email is sent.) If you’ve been consistent with staying in touch with your list and then you miss a newsletter or two, they may reach out to you to make sure everything is ok.
2. Newsletters build trust. Along with reason #1, if you regularly send out newsletters, your audience will trust you and come to expect to hear from you. By showing up regularly in their inboxes, you’re demonstrating that you’re trustworthy and dependable. We all like to do business with people we trust.
3. Newsletters allow your personality to shine. If you start each newsletter with a few sentences about something interesting that’s happened in your life or business recently and share a picture, your subscribers feel as though they’re getting to know the real you. You’re no longer a faceless name behind a brand. You’ve now become Amy, who makes the most luscious lip balms. When there is a personal connection, customers are more likely to recommend you and your products to others in their circle.
4. Newsletters can create an air of exclusivity and/or community. Everyone loves a sneak peek, to feel as though they’re experiencing something that others don’t have the opportunity to see or hear about. Sharing pictures of upcoming limited edition products that subscribers will have first access to makes subscribers feel as though they’re part of an exclusive club. As some really like those types of bragging rights, they may help you grow your list by telling others they need to sign up in order to get those types of VIP perks as well.
5. Newsletters provide an opportunity to sell without being salesy. You can easily have a featured product of the month and offer promotional pricing for subscribers only. This can be a small blurb on the sidebar of your newsletter, not the main content of the newsletter. But it is exposure and a way to present an item for sale without feeling like you’re hounding the subscriber to make a purchase.
If you create a consistent, helpful newsletter that is of benefit to your list, no matter how small, it will begin to grow. Your existing list can become very vocal, raving fans who tell others all about your products and company, which can lead to more subscribers and more sales. Take care of each subscriber on your list – make them feel valued and appreciated and in turn, they’ll take care of you.
I’ll post soon on specific tips to grow your newsletter list. In the meantime, tell me: do you send out a regular newsletter? If not, has this post helped you to see the value in doing so?