Why not do an email newsletter?
You wouldn’t believe how many times this gets asked
Now that’s a question those who are less informed on marketing tend to ask. New employees will ask this question and also when the topic “what do you do for a living?” comes up in social situations. It’s a valid question with the internet and email being so prevalent in our lives. We’ve been watching email marketing since it became popular, and it was apparent that everyone wants to put out a net to acquire sales, but do as little as possible to service the sales that are made. Great idea if you sell books or tools.
When you compare the response rates of email vs. direct mail for Loan Officers and Realtors you will see that no matter what you put in an email, it’s opened long enough to decide if it’s important enough to read. It’s sad, but very true: The fact is 80% of consumers will react to a call to action in direct mail vs. 45% using email.
If email marketing was the answer for the Loan Officer or Realtor, you can bet we’d include it in our marketing products and services for our clients.
The human condition is such that regardless of where technology takes us, some things will always trigger acceptance, loyalty and cherished relationships over other things. If you send a congratulations letter to a colleague on a promotion it has far greater emotional impact than sending a congratulations via email.
The reason we don’t do an email newsletter is because reaching out to your past clients in email is viewed as sales and marketing, while sending a newsletter via the USPS on quality paper with real industry-driven content and messaging that comes from you is seen as communication from someone who wants to be part of the family.
The actual printed and mailed newsletter will be perceived as having a higher value than an email newsletter every time.