E-mail marketing is one of the most affordable and effective ways to reach prospective customers out there. AND There are so many options out there for E-mail newsletter software that are affordable and "easy to use." So it seems like a no-brainer for small businesses to sign up and start their own e-mail newsletter.

For small business owners, DIY is a great option - sort of. They may not be able to invest financially in marketing efforts, but they are energetic and are willing to try anything they can do on their own.

However, many people fail to take into consideration the time and skill that it takes to create a well-designed newsletter with effective content. Too often newsletters go out with errors, not enough content and poor design. I have a collection of failed attempts at newsletters that I keep for examples. Not the kind of example you want to be!

The other issue with do-it-yourself newsletters is that they often get sent out inconsistently or don't get sent out at all. There is a laundry list of reasons, or excuses, for this... 
  • It is hard to come up with content
  • I don't have time
  • My list isn't big enough yet

Sometimes businesses start off strong, but give up quickly when they don't get the results they had hoped for. This cycle creates the two primary objections business owners give when considering further investment in e-mail marketing.

#1 - I can do it myself!
This message is so ingrained in some business owners, that even though they know they are not making the most of their e-mail marketing, they insist that it isn't necessary to get help. I don't mean to offend anyone, but this response reminds me of my 3-year-old when he wants to tie his own shoes. I watch him fumble with the laces, and I try to lend a hand, but he insists, "Mom, I can do it!" Eventually, with a LOT of practice and patience over months or years, he will be able to do it himself. And perhaps the investment in time and training makes sense for you. But good businesses also know when it is better to delegate something so that it can get done more efficiently and effectively.

#2 - It doesn't work for me
Though the statistics are out there for the effectiveness of e-mail marketing, often those who have tried it and failed to get the results they desired simply write it off all together. They are convinced that the platform was ineffective, and don't consider the implementation

For businesses starting out and building their list, I recommend an automated e-mail campaign rather than a regular e-newsletter. If you have the ability to send e-mails consistently with valuable content, then go for it! If done right, it is still a great way to build and maintain relationships with your prospects and clients. But if you are struggling with some of the issues I described, consider a new strategy to use e-mail marketing in a way that will be most effective for your business.

 


Comments

07/03/2013 2:18pm

This is great info! The emails are so important!

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07/03/2013 4:21pm

Wow, terrific information! I never considered sending out anything but a newsletter.

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Jennifer
07/03/2013 8:05pm

Timely article, Sarah [coming from a fellow List-a-palooza member]. And it's true that as small business owners, many of us solopreneurs, we do everything ourselves, whether we should or not.
But I'd like to know more about what you recommend for an automated email campaign vs. a newsletter. Don't leave us hanging!

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07/05/2013 12:22am

Your title made me laugh :) Growing up this was my mantra...I can do it mySELF! And true to form, I am still doing it all myself! A well-written automated email campaign takes the stress out of constantly feeling like you have to create.right.now. I have found that has helped me a lot to calm down and focus on the journey. Great article.

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07/05/2013 3:21pm

This is very timely for me. I had been wanting to start a newsletter, since I know that is a very good way to stay in touch with clients; but now am encouraged to improved my automated email process first. Thank you for the good advice.

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This is really a great information. Thank you for this one! This article would be very helpful to those people who are just starting their respective businesses and wanted a right platform to promote their businesses. As we all know, most of the people nowadays are using internet, and it's a good medium that can surely hit your target market! I am so thankful to have found your website!

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