Think mean(ingful)

Friday, July 31, 2009

Q. Why should I use an e-mail newsletter to market my business?

A. Using an e-mail newsletter as a marketing tool allows you to be a lean, green and mean(ingful) marketer.

Lean: These are difficult economic times. You need to acquire and retain customers in the most cost-effective ways possible. With an e-mail newsletter, it doesn’t matter whether you have 50 or 5,000 people on your mailing list, the cost to reach them is practically the same. Can you say the same about direct mail? Absolutely not!

Green: Green is hot right now. Google “going green.” There are over 16 million results. Even though we are in a recession, studies show that people are interested in spending their hard earned dollars with businesses that care about the environment. You can’t get much greener than an e-mail newsletter. No waste, no paper, no ink. Nothing to throw away, nothing to clog up landfills. What better way to show your customers that you are committed to “going green” than communicating with them electronically?

Mean: Mean, as in meaningful. One of the major benefits of using an e-mail newsletter as a marketing tool is your ability to segment your subscribers into an unlimited number of lists. Since you don’t have to print your newsletter or e-cards, taking your segmented lists and tweaking your marketing messages so that they speak directly to that specific segment is quick and easy - and don’t forget, extremely cost-effective. Diabeties? Oxygen? They can each get their own specific newsletter - or you can put together a general information newsletter and just customize a particular section for each of your different target markets. Try that with a print newsletter or direct mail piece, and it will cost you a fortune.

E-mail newsletters are a cost-effective, super efficient, flexible tool that you can use to acquire new customers, retain existing customers and build relationships with prospective customers. Think lean, green and mean(ingful)! hme

Elizabeth Mansfield is the president of Outsource Marketing Solutions, LLC. She can be reached at 860-967-4184 or