Surely there are good reasons for it as there are several great examples of excellent digital marketing newsletters to subscribe to. However, what is the strategy?

Why do some of these newsletters exist? It is not enough to syndicate out a constant stream of company blog posts that appear to be written by virtual assistants with minimal industry knowledge. That won’t work.

What type of content is needed?
Like any medium, the creative used depends entirely upon the target audience and the psychological triggers that audience will respond to. First, decide who it is that you’re targeting. For most digital agencies and tools, this isn’t too difficult, and I can cheat a bit because I am typically targeting some of the same buyer personas, such as readers of Digital Agency Network. For simplicity, let’s classify the buyer persona as either an owner or executive level in (or overseeing) the marketing function.

The audience that we’re focused on, however, oversee these functions. What’s important to them? They don’t have time to try and understand the nuance of most technical pieces and thus need a broader overview of the information that can be delegated or acted upon at a higher level in order to either increase revenue, decrease costs, save time, or save focus.


So, why should digital agencies start a newsletter?
There’s an importance of email marketing even for those agencies that don’t offer email marketing as a service. When done correctly, email allows for multiple touch points, but more importantly allows an agency to establish itself as an expert voice.

Further, email is a marketing channel that is considerably less volatile when compared to organic search and paid social, as most marketers can attest to.

Email is also an easy funnel entry point that is near . So long as you’re providing value in the newsletter in exchange for the email, funnel churn can be managed and allows for a simple contact mechanism when it’s time to move a prospect closer to purchase.

Another reason to incorporate a newsletter marketing strategy has to do with paid search and social; all these emails can be used as a primer for your retargeting and lookalike audiences.

The final reason is cost. Mailchimp, , and most email platforms are dirt cheap when compared to other acquisition channels, making the barrier to entry close to nonexistent for even the most bootstrapped digital agencies.

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How does one become an expert to the point where people will subscribe?
There are no shortcuts to becoming an expert. It requires thousands of hours of practice, patience, and perseverance to become viewed as a top tier influencer in your field.

Once recognized as an expert, allow your solutions team to use the newsletter subscribers for one-off personalized offerings that are extremely targeted to Lithuania Email List their prospective needs. Don’t mass email your base with a generic offer and expect action, as perceived expertise can be relinquished through such mistakes.

Despite having over 20 years’ experience in the trenches of organic search, email, paid and content marketing, I was “new” to the field when building and needed to write a book before getting callbacks from the . The moment I started getting the co-citations, the doors opened.

As the goal is to become an expert and perceived as such by prospective clients, one method that continually works is to leech off of other experts via co-citations across multiple mediums. Newsletters are no exception; for that you’ll need to attract authoritative influencers.

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