Newsletters are dead. Or are they?

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photo credit: DSCF7294.jpg via photopin (license)

I’m writing this article soon after the Independent newspaper closed its print version.

Postage, print and paper are expensive, and people are reading online instead.

It’s sad news for the journalism world.

But what does this mean to you and your business?

Well, we are constantly being told that one of the main objectives of your website is to capture email addresses, and the most common way to do this is by offering a newsletter to your site visitors.

If you want to stand out from the rest, a printed newsletter works even better than a brochure, because it appears more personal, topical and unique to your business. But, to save money like the Independent, most people send theirs by email rather than traditional post.

However, fewer and fewer people are signing up for email newsletters these days. Our inboxes are too full, we are always too busy, and we just don’t have time to read them – no matter how interesting the content may be.

Your target customers are the same as the rest of us. So how can you tempt them to give you their precious email address?

Here are my top seven suggestions:

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Easing the customer journey

Last week, I travelled to Spain to speak about websites at the #MakeItHappen conference in Marbella. (It went really well, thank you for asking.)

The whole trip took rather a lot of planning.

I booked an early morning flight to Málaga from Stansted Airport so that I could stay with my brother and his family in Cambridge the night before.

Having been stung in the past by expensive airport parking fees, I pre-booked a space in the airport car park.

[Aside: I fail to understand how it can cost more to leave your car static and unused for a few days than it does to fly yourself and your luggage to another country at hundreds of miles an hour, but that’s another story.]

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Is your website generating leads? Find out why not…

Some people fondly imagine that their website will attract 7 million visitors on the first day that it’s launched. Sadly, that’s unlikely to happen.

Your website is just one step in the whole marketing process, and one element of your whole marketing strategy.

It will have two audiences – People who already know who you are, and people who don’t already know who you are but are searching for what you sell.

Chances are that people who already know you only want your contact details. (more…)