We are all reevaluating how we approach certain aspects of our lives during these changing times, especially in business. This change is inspiring firms to reimagine how they market themselves and are becoming more open to embracing new strategies. Email marketing has always been a beneficial tool, but recently it has become invaluable. Newsletters are one of the best ways to connect with your professional community, increase leads, and boost social media and website visitors.

As most people continue to quarantine and work from home, connecting with clients and collaborators can be difficult. In-person networking and industry events won’t be a reality for the foreseeable future, which has resulted in creative business development tactics. Newsletters are vital for staying in front of your audience and doing it in an organic and informative way.

There are various platforms to create newsletters, such as Mailchimp, Zoho, and Constant Contact, to name a few. By creating campaigns on these platforms users have access to extensive analytics. Firms can view how many people open their newsletter, what content receives the most engagement, and track leads the campaigns directly generate. Developing a regular cadence for a newsletter is crucial to note a significant return. It’s up to the firm to gauge what timeline is best for them. As a marketing agency, we send out monthly newsletters. For most of our clients who are interior designers, architects, and builders, we advise them to send out quarterly newsletters.

Email marketing campaign layouts can vary, which gives firms complete creative control. Some formats provide previews of longer-form blog/journal articles that link back to the firm’s website. The link is an advantageous way to increase website visitors and to share project updates and internal company changes in more depth. With the media landscape changing, and press features becoming more challenging to land, featuring detailed articles about your work that live indefinitely on your website is vital.

Grassi & Associates’ Summer Newsletter Footer created by COUPAR

In addition to increased website traffic, newsletters can also increase your social media following. You can link your social media platforms in the footer of your email campaigns and even dedicate a specific section to invite contacts to follow. You can also promote your blog/journal content that you feature in your newsletters on your social profiles, reinforcing people to visit your website again.

COUPAR is well equipped to help your firm create and design an intriguing, on-brand newsletter that features unique blog/journal content. If you are interested in learning more about our marketing services, you can reach out to Kendra Boutell at kendra@couparconsulting.com

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