There are a kajillion ways to improve your email newsletter. You can build a healthy contact list, create fantastic content, and attend to all of the technical and design details that will transform you from e-blaster to email marketing master.
However, when you want your newsletter to provide better results, there's only one place to start: your business goals.
What do you want to accomplish this year? For example, most of my Realtor clients and students want to increase their sales by a specific dollar amount or percentage.
So now, let's chat about how your newsletter can help you get from where you are now to where you want to be.
Using the example above, most of my Realtor peeps use newsletters to stay top of mind with their sphere of influence. Because, as you know, referrals are your bread and SOI is your butter.
When your newsletter aligns with your business goals, you do three things that deliver better results—focus, budget, and measure.
Let's dive in, shall we?
When your newsletter supports your business goals, it becomes incredibly motivating and satisfying to give it the attention it deserves. Because it's directly related to something of great importance to you.
Making consistent progress toward your goal feels terrific. Your confidence will grow with every newsletter you send because you're developing into someone who pursues your objectives. Moreover, this is how you transform into the person who achieves your goals.
You'll look for ways to improve your newsletter because you've got your eyes on the prize. Improvement is addictive—especially as you progress toward your goal.
And best of all, when your marketing objectives align with your business goals, distractions lose their luster. Progress toward your goals drives focused behavior. Goals are great roadmaps, but it's our progress toward our goals that ultimately enables us to achieve them.
Aligning your newsletter with your business goals will help you budget accordingly because you've made a commitment and see the value of investing in your future success.
Newsletters are incredibly affordable—even if you're too busy to create them yourself. Also, they're effective because they provide direct two-way communication with your entire contact list, 24/7/365. And most importantly, your email list and newsletter are assets you own. (You can even repurpose your newsletter content on social media, your website, and print materials.)
Having your budget serve your business goals is tremendously helpful because your spending—like your attention—is laser-focused.
My favorite part of setting goals is measuring my success. Without aligning your business and newsletter goals, you have nothing of consequence to measure.
Sure, you can spend a lot of time and money making improvements to your newsletter (or on any of your marketing efforts), but they're not tied to a specific goal. And this leads me to one of my favorite quotes ever:
If you can't measure it, you can't improve it. — Peter Drucker
In a nutshell, you'll never know when or if you succeed unless it's defined and tracked. And you can't measure your results without goals.
Some of my Realtor peeps who send newsletters to generate referrals use metrics such as replies and forwards as indicators of success. And if no one is doing that (or doing it as much as they'd like), they work on improving their newsletter so they get more replies and forwards. Make sense?
If you're ready for better results, I challenge you to assess your business goals and explore what marketing objectives will move you toward your goal.
Newsletters move the needle for a wide variety of business goals. And when they align with your goals, you'll focus, budget, and measure your way to success.
You've got this! And if you need help, I'm here for ya.
Learn how email marketing can lessen your anxiety, increase your confidence, and make your business sustainable no matter what’s happening with the real estate market.