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Most brands have some form of newsletter to connect with customers. But for many brands, more emphasis is placed on getting people to sign up than on giving them a reason to sign up.
Last week David Hieatt, founder of Hiut Denim and the Do Lectures gave a workshop in London on the power of the humble email newsletter. I didn’t go to the workshop, but how he described it got me thinking about this often overlooked communication tool:
“In terms of using social media to grow your business, we are all looking for the next new platform or app. We want to find that magic ‘Multiplier’ that gets our story out to the world…
“A great newsletter can do that. And yet most people ignore it, dismiss it, or if they use it, use it poorly. Yet, this tool, in the right hands, is as powerful as they come…
“I am fascinated by the power of a simple newsletter to grow a business. I am also fascinated that most businesses don’t pay much attention to theirs. It’s an afterthought. A poor cousin.
“But when done right, they become something else. With a strategy, with a simple methodology, they become one of the most effective tools in your digital toolbox. They build community. They build your brand. And they relentlessly build long-term growth. They are pure and utter gold.”...
Tom Fishburne offers a thoughtful commentary on brand newsletters, their impact and lack of effectiveness.