How to generate leads from your monthly newsletter
Many people ask us “Is email marketing still a good platform for B2B marketing considering all these new platforms?”.
The short answer: absolutely.
But cold newsletters = Frozen prospects. Don’t spam.
It seems like a no brainer but many people still believe that buying a newsletter list is valuable. Newsletters should be reserved for clients and prospects that ‘opt-in’ only (such as people who download your guides).
Keep it to short, helpful content only.
However the biggest mistake anyone can make with their newsletter is seeing it as a monthly ‘sell fest’. If your clients and prospects want to see your products and services, they will go to your website.
But if they’re going to agree to receive an interruption from you each month – it’d better be good!
Save time by keeping track of trends in your industry and commenting in a short blog post. And most importantly, get feedback.
I don’t even read newsletters…
A common answer, but not a useful one. The point is: it doesn’t matter.
What does matter is that each month, your name is in the brain of one of your prospects or clients.
Each month they’re (hopefully) reminded of what you’re good at. Even if it is just for a second or two.
We send our newsletter to 2000 people we know every fortnight. 550 open it, and only another 200 or so actually click-through to our articles. But each edition, without a doubt, we get two and sometimes three new leads, a new referral or simply more attendances to our events.
Don’t expect instant sales of a $30,000 service from an email, but do expect some hints of future sales along the way!