Email newsletter campaigns are one of the fastest, easiest, and least expensive ways to highlight to your clients what you are offering and an easy way to stay in touch. But what topics will you discuss? How much space should you spend on marketing vs. usable content your reader is interested in reading? I’ll try to answer those questions and a lot more.
Marketers have come up with the 80/20 rule. Eighty percent should be practical content for the reader, and 20% should be sales and marketing (with photos). When I’m reading a newsletter, I want to learn something about the topic I’m interested in and perhaps make a purchase. Finding what your clients like and read will be hit and miss until you get analytics on the reports indicating what was clicked (links provided in the copywriting) in your newsletter. You will often get direction from questions clients frequently pose about their lawns or garden. These topics can be integrated into the newsletter. Adding monthly garden tips on what can be done each month (i.e., time to prune, mulch, fertilizer, etc.). Also, giving your clients education on the ‘whys’ and ‘hows’ is beneficial. This gives the client information but subtly lets them know you are an authority.
Highlighting a completed job, such as installing a new patio or BBQ pit with a collage of pictures, will give the reader inspiration and set you apart as the expert in landscaping. Writing a “case study” around the highlighted project showing ‘before’ and ‘after’ shots will motivate the readers. Adding a testimonial to the end of the case study validates the work accomplished. Getting a positive review and accentuating it with an explanation of the work entailed gives credence to the job.
Giving your clients a reason to buy when they’re teetering on the edge of a decision is helpful with coupons or specials. Ask them to mention a special code to track the campaign’s effectiveness. Offer an incentive that coordinates with the season.
Highlight various services the company provides to the clients with a different one highlighted monthly. If you are a lawn care provider, write about the various treatments performed that month and their necessity.
Don’t forget while writing to link back to your website when discussing services, testimonials, awards, or garden topics. Also, add your social media links to the newsletter, and don’t forget to publish your newsletter throughout your social media.
If you need help with some topics or don’t have time to learn a new software program to launch your email newsletter campaign, contact me, and we can discuss your options to best reach your clients and maintain relationships for future reference.