I launched my “90-Second Newsletter” last year, figuring it would be a nice, unobtrusive way to stay in touch with my clients and other professional contacts.
At the one-year anniversary of my first newsletter publication, I decided to review the stats.
Turns out, not all of my subscribers are reading my newsletter consistently (36.4% average open rate). I get that. In fact, when it comes to emails, I consider the “Trash” button one of my most effective productivity tools.
But here’s what surprised me.
Despite the fact that only a third of my subscribers actually opens my newsletter each month, my client relationships have blossomed. In 2017, I had more consistent work from my regular clients and more new work from dormant clients and prospects than ever before.
I’m confident my newsletter had a lot to do with that. Here are two things I think are at play:
1. When clients and contacts see my newsletter in their inbox every 4-6 weeks, my name becomes more familiar them. So when they need a copywriter, they think of me without having to search through files and old emails.
Translated into marketing lingo: Newsletters increase brand awareness.
2. When subscribers actually open (and possibly even read) my newsletter, our relationship grows. With each newsletter, my clients and professional contacts get a glimpse into who I am—as a person and as a writer.
Translated into marketing lingo: Newsletters build relationships and trust with customers and prospects.
HIGH-LEVEL TAKEAWAY: When it comes to marketing tactics, newsletters don’t get nearly the credit they deserve*.
*Clearly, my one-newsletter sampling does not provide rock solid data for this conclusion, but I’m sticking with it nonetheless.