The science behind sending a regular newsletter

The science behind sending a regular newsletter. Not doing one? Well think again because they are all the rage in 20-21

Don't get too excited about this because I am not sure it is really a science just a random bunch of theories thrown together to find you an answer.

However when something works so well across all forms of business their really must be something behind it.

It has long been an advertising gambit that repetition is necessary for success.
They take your money and repeat ads on the likes of TV at monotonous occasions.
They know that a single advertisement has absolutely no chance of success, nor in fact two or three repetitions.

Multi-channel marketing

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The science behind sending a regular newsletter

The other way that has changed is the use of more than one advertising channel.
I was recently targeted by BMW, a company that really understands the market. I received an email, an SMS and a web link regarding a new promotion. That is three previews of the same offer to make sure it would sink in.

Our local super market chains, of which there are three, battle for your business. I get a regular email, every day and a letter box drop every week highlighting specials and reasons to shop. They also insist on you using the rewards card to bring you back to their store everytime.

I have many online connections to people I have been in contact with over their products, either to buy or to get something for free. You can be sure I get a daily email from them, yes everyday because just one day I may weaken and give in to an offer. The idea behind this is to enforce the know, like and trust theory behind marketing. Seeing their name everyday enforces the Know part by repetition thus many times I shall look at the offer because I have developed a Like of the marketing.
This will ensure that they have Trust when it is my time to buy. This may not be in a science journal however it is a theory that has consistently generated results over many years.

The 7 pillars of marketing

Following on to market repetition theory of success it has long been the rule that someone must see a product at least 7 times before they are ready to buy.

What is the marketing rule of 7? The rule of seven quite simply states that it takes an average of seven interactions with your brand before a purchase will take place. … It's likely we would do some research and gain a certain level of familiarity before we go ahead and make a purchase

b2bmarketing.net

This is nothing new, in fact it dates back to early in the century and in fact may now be an even greater number than seven.

Does this work in these days of Google search? It is actually being well placed in your concious mind by repetition and consistency. How often do you search a product when within moments advertising starts to pop up on Facebook and Instagram. How do they know, are the listening through microchips embedded in our body? Of course not, although many will insist this is happening.

The science behind sending a regular newsletter explained.

Why newsletters work

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First of all they are non intrusive coming from a known source. secondly they are an entertainment document of information provided and not a hard sell attempt.
Finally repetition is the name of this game. Recognition by repetition over a long journey.

Of all my marketing customers the top sellers do a consistent newsletter because they understand the value of a single touch. This single regular visual adds to all the other approaches that brings them to a front of mind when a buying decision in immanent.

Don't misunderstand the motives behind a simple product. With analytics we can see who is interested in what products and set them up for a targeted campaign.

This is the science where big brother is watching who clicks what and telling us your motives and interests allowing us to deliver opportunities via other media.

The cost is low, the time is minimal and the results are high so what better value can we provide other that a platform of attack.

I do a fortnightly newsletter in a day job to a range of customers across the small business market. I talk about all things marketing and often link to a page like this.

One of my recommendations in email construction is to always have some form of call-to-action. When they want to buy provide them with an opportunity. Many click on the Free Trial offer rant and do no more, however, this provides me with a warm call list to telephone canvas.



Re-targeting or Re-marketing

Never get these confused because they are actually quite different.

Targeting is when a little pixel is triggered because you were on a site with a similar product.
This is a paid advertising format that has grown heaps in volume because it is really effective.
It simply repeats what you have been searching and reinforces your desire to buy.

Once you have bought a product they will re-market to you with new advantages in accessories or similar applications.

My point is the science is in the unique manner in which the pixels allow them to target you, without displaying any confidential information to anyone involved. Re targeting is an effective marketing method

What are other effictive marketing methods

Here is my top 7 products

NewslettersA must do for recognition
WebpageThe home of all your products
Email marketingEvery day
Facebook or InstagramDaily posts
YouTubeA growth Dynasty
Rewards programKeep them coming back
SMS marketingInstant rewards
Paid advertisingRe-targeting etc YouTube
eCommerceOnline sales

Of course there are many others both free and paid but where is the science?

You must have multiple channels to market and all aimed at a single customer, you want repetition, to be trusted as the one to buy from and they must see you coming from many directions. Multi channel marketing is the current trend to more sales.

The science behind sending a regular newsletter and using mobile devises.

How far has the mobile phone evolved?

7 Truths Behind Great Email Open Rates and what to do

The humble mobile is now a computer of activity. In fact when writing anything, be it a blog or email, always consider a small screen impact. Google does and you will be penalised if your content is not appropriate.

Mobile now have internet on board, emails and a host of new message services that can be used to send your advertising material. Instagram is built around mobile technology as well TikTok and others.

We started SMS marketing many moons ago because the results are generally instantaneous.
This way it is very easy to obtain a return on investment (ROI) so you know what is working and can make quick changes. Recipients either reply or delete as quickly as that where with emails they may sit and ponder.

Catalogue marketing is still viable but it needs to be backed by science

Many of you may scoff at this and say that post box flyers are a ting of the past. Why then do people still do them?
My best example is the UK based clothing company Charles Tyrwhitt. I am in Australia, hence a long way away however I have bought the products that are indeed great quality and reasonably priced.
The company is a great marketer world wide and their premium product is a full catalogue by addressed mail. It might come out of China and be printed in a low cost factory but the open rate is high and it continues to attract buyers. It is generally backed by an email campaign so that you are ready for the delivery and don't immediately consign it to the bin.

Of course you will end up on the web page and view all the wonderful arrangement of ties, shirts and men's clothing.
The catalogue would not have an impact without the support of electronic technology and incorporates the science of multiple touch resulting in the all important TRUST factor.

The science behind sending a regular newsletter or email to say thank you.

A short email can have a lasting effect

This is the science behind recognition. Probably the single biggest impacting factor on relationships. We all want to be seen as important and that can be done in several easy ways.

A thank you noteA few simple words
Maybe a VIP invitationExclusive club
A discount voucher on the next purchase20% off
InvitationPerhaps a trade night
A small bonus with the purchaseEven a sample product
We like and respect you

They are all very simple ideas but highly effective in customer retention. They work over the long journey.

Concluding this journey

I came across the science idea when thinking about the many changes to technology over a few short years. The mobile phone, internet, SMS, email and others have been developed beyond natural expectations.
I remember when Google search arrived and we all thought how will they ever make money out of this. They are now one of the richest companies in the world. They gave a product away to build a base and then targeted them with advertising. YouTube is no different nor all the social channels that have a free product.

The science behind sending a regular newsletter

The best marketing you can do to improve your customer retention.

Peter Hanley

I have been in business for many years and the internet to find ways to grow your business faster

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