In the past I was of the opinion that newsletters were dead. As time went on I realised how mistaken I was. After spending a lot of time talking to other small business owners, I realised that a large percentage of them still used (and often preferred) sending email newsletters over and above social media (gasp!).
Turns out it’s a lot easier and faster (not to mention old school) for them to shoot out a newsletter promoting their latest offerings or specials. With further research, I found that the most hindering fact for the small businesses, was, you guessed it, time. But by spending a tiny bit of time dedicated to planning out your newsletter strategy, you should be able to send at least once a month with no problem at all.
If you’re toying with the idea of starting your own newsletter, here are five really good reasons why you need to make it happen.
1. People still check their emails
Despite what you may think about newsletters, the reality is that people still check their emails. Another reality is that we don’t own Facebook or Instagram, or whatever social media platform you use most. If the social media platform goes down, how will you reach all those followers you’ve worked so hard to gain? If you’ve got their email addresses, you can still contact them.
2. Share offers and news with your audience
The newsletter is another great avenue for notifying your audience of your recent change of menu, or your Christmas Offer, or your VIP sales night. Yes, share the news across all of your social media platforms, but also send a newsletter out to your subscribers. Remember that each newsletter you send out doesn’t need to be extensive in its content. It may just be covering one particular topic or offer. Keep this in mind when planning your newsletters and it should remove any mental barriers you may have to getting your emails out.
3. Connect with customers who do not use social media often
I love social media. That’s no secret. It’s also no secret that I’m online from the moment my eyes open to the moment I close them. But not everybody is like me. And sometimes, your messages on social media may not be seen by your audience. By sending a newsletter with the same message, you’re covering more bases.
4. Increase sales
Newsletters can help increase sales in two ways. By regularly appearing in your customer’s inboxes, you are building your brand awareness. You can also drive people to your website from your newsletter with a call to action. You can also segment your email contact list based on your customer’s past newsletter interactions.
5. Helps keep you top of mind
Nobody is going to read every single one of your newsletters. That’s just a truth that all businesses should know and understand. They may delete it the minute they see it. But if they don’t unsubscribe, then it means they still want to receive your newsletters, they just either don’t have time to read this one, or they’re not in the market for your service/product right now. But the newsletter being in their in-box will help keep your business name top of mind for the next time they need you. Be consistent with your newsletter strategy and subscribers will come to expect your next newsletter. I became quite lax in my newsletter writing this year but I met quite a few people who told me that they read them. So while you think you may not be gaining any traction or making any difference with your newsletters, it is all working together and creating a brand awareness for you and your product or service.
So what do you think? Do you use newsletters as part of your marketing? Let me know in the comments below! In the meantime, stay engaged, be present and have fun 
Hardcastle Social Media is an independent social media consultancy based in Inner Brisbane. We provide strategic social media marketing to organisations of all sizes and have recently started offering newsletter services too! Specialising in Facebook & Instagram business page management we provide services from setting up your Facebook or Instagram business page through to total management of your current platforms. Contact us today on 0401 505 423 or info@hardcastlesocialmedia.com.au. We offer expert social media advice and look forward to discussing your business needs.