Why Your E-mail Newsletter Isn’t “Working”
So, you have been sending an e-mail newsletter consistently for a while now. You spend a fair amount of time and energy to get it out regularly. But, you aren’t really making any money from it.
You include offers and descriptions of your services, but (almost) no one is buying. It’s not working!
Or is it?
This is a common experience for small businesses, particularly service-based businesses that engage with clients at a higher level. If you aren’t selling relatively inexpensive products, you probably won’t sell much directly from your e-mail newsletter.
Now you may be wondering, “then why do I have an e-mail newsletter anyway!?”
The answer is that your e-mail newsletter serves a different purpose, and it’s probably working just fine.
What you need to know is that there are two different types of content that serve different purposes.
First of all, you have to understand the 4 purposes of all marketing activities and their importance. Then you can see how different types of content fulfill different purposes.
The first type of content is Nurturing Content. As you might expect, the purpose of this type of content is to nurture your relationship with prospective clients.
Building and maintaining relationships with people is an incredibly important, and often overlooked, part of getting clients. Having an effective nurturing content strategy in place is key in converting your prospects into paying clients.
There are two things that identify Nurturing Content. First of all, it is consistent. Maintaining relationships is something that happens over a longer period of time, with regular contact and interaction. You have to show up consistently to show trustworthiness, value, and caring.
The second part of Nurturing Content is that the call to action is engagement, not a sale. Building a relationship is a two-sided experience, so you want the recipient to be part of the process. Maybe they can leave a comment, like something on social media, or be part of a conversation with others.
Your e-mail newsletter is a form of Nurturing Content. You are providing value and connection to everyone on your list every time you send it out. It engages people so that they will be ready to buy from you when you offer it to them.
So how do you do that?
Catalyst content is an opportunity to engage people at a new level and get them to take action. What distinguishes Catalyst Content from Nurturing Content is that it is a one-time creation piece. It can take many forms, but you only have to create it once.
Also, a catalyst content piece includes a call to action that is the next step in the sales cycle. It could be an offer to buy a package, sign up for a free consultation, or attend another event. The folks who raise their hands and consume Catalyst Content are your hotter leads and are more likely to buy from you and become your clients.
Both types of content are important. Without the nurturing content, your catalyst content will not be as effective because you won’t have had enough touch-points with people or earned their trust. But, without catalyst content, you can build a large and engaged following that never does anything.
I use these ideas when working with my clients to build a content strategy specific to their business.
How about you? Does this illuminate your experience with an e-mail newsletter? Do you use both nurturing and catalyst content in your business? Let me know in the comments!