Newsletters or mailshots, call them what you will. The important thing is to send them regularly. No matter what. That way, you build brand awareness which in the long run pays dividends.

I'm going to start this article with a (true) story.

The guys behind Mailshot Monkey also have a website design business. They have never advertised, don't post to social media, has never paid for a click and don't chase search engine results (it's an insanely competitive sector, so the only way to get good SERP's is to pay). After the first year in business, they have never been quiet and almost always have a waiting list of client projects.

How? One of the owners comes from an online retail background, and he knew the importance of mailshots, so they focused solely on building a mailing list during that first year. Then started to send newsletters every month, without fail.

They never used a sale or special deal as part of the email campaign. They never offered discounts or time-limited offers. They used the newsletters to keep in touch with a subscriber base who they felt would, at some point, need their services.

Now, when the phone rings or an email enquiry comes in, they ask, "how did you hear about us" and almost everyone says, "oh, I've been getting emails from you for years, so figured as I now need a website, I'd give you a shot".

And that is the point of this article. Regular newsletters will keep you in regular work.

Sure, if you have a fantastic one-off deal sending out a one-off email campaign about it can have great results. But let's be honest, how many "amazing deals" do you get via email nowadays? Five a day? More? How many do you read? Almost none of them, I bet.

Such is the reality of email marketing; many use it to bombard people with deals they neither want nor care about. So no matter how great your deal is, you need to cut through that noise.

On the other hand, sending a real "newsletter" to a carefully curated mailing list on a regular basis might not get you instant sales. Still, so long as you keep your email subjects on-topic, they can, and will, build brand awareness and familiarity for your business.

Meaning, when the recipient needs the services of a company like yours, they know where to find you and already have "a connection" to you.

To summarise...

The days of the one-hit email campaign are (mostly) gone; it's now all about the long game. And with our help, together, we can turn your long game into a steady stream of prosperous leads.