The Real Value of a Monthly Newsletter
The real value of a monthly newsletter is not calculated in terms of how much money you spent on writing, layout and design. It is calculated in terms of the ROI (return on investment) that you get out of it. For instance, if each newsletter you write costs you $500 to write, layout, publish and mail, it is well worth that cost if it brings in $40,000 of business. There is no rule about what the ROI must be – but by definition, the more profit you make, the better your ROI.
As is true of many endeavors, the real value of a monthly newsletter is what it can bring you in terms of repeat and referral business. This is because it costs far less to sell to a customer you have already converted than it does to try and find new customers for your business. Finding new customers can be costly, especially if you need to purchase leads from a company so you can send out direct mail newsletters.
A monthly newsletter can help you build loyalty among your current customers because in addition to amusing or entertaining them, it offers you an opportunity to connect with them one-on-one. A newsletter should also serve as a way to tell your existing customers about new products, sales you are having or incentives for them to help you find new customers. Getting your existing customers to spread good word of mouth (or “word of mouse,” as it is sometimes called online) can mean saving a great deal of money on advertising.
In fact, it is apparent that the real value of a monthly newsletter is in its function as a viral marketing tool. This only works if you can provide really valuable and unique information that relates somehow to the product or service you are selling. Having quality content is absolutely essential, or your current readers will not bother to pass your newsletter along to new or potential customers. This is because nobody wants to read recycled or stale information – that’s yesterday’s news!
