When something becomes popular or a norm, it becomes viral. People start endorsing it, practicing it and even believing it without really knowing if it is worthwhile. The phenomenon is common in various industries. Major Hollywood studios try to make similar movies that have worked well in the past. When a major brand succeeds with a particular commercial, it catches on and many other companies start to emulate the same essence of the advertisement. Likewise, everyone has started using social media thinking of its promised rewards. The humble email newsletter which is a mighty weapon has become generic as well. There are people who believe that every business should have an email newsletter.
Let us step away from the blatant generalizations. Let us for a moment think of a business as a unique entity and not just an extension of everything else that is out there.
The first question you should ask yourself is not should your business have an email newsletter but if there is anything new that you have to offer. There are companies that sell the same products over the years. At times, there might be a new product or a new service. Obviously, a company is not having a new product roll out every week. If there is nothing new to offer, then what would a newsletter be about? Many companies think that announcing specials or discounts in newsletter is a great way to market their brand. These strategies backfire over time. People get fed up with useless mails offering apparent discounts.
Let us accept the scenario that there isn’t a new product. That is not the only criterion that should define the utility of a newsletter. Do you have anything new to say? If yes, then you should have a newsletter. It is not always about a product, service or discount or even about the brand. Companies that can segregate their own business interests and regard the interest or welfare of their customers will always be respected more. You can always share some advice, offer some helpful information or just present some facts that would be interesting for the customer. An email newsletter can contain such contents.
Finally, think of the kind of association you have with your customers or clients. There are people who want to receive newsletters or communications from companies and there are certain products or services about which people don’t want to receive any notifications or any email. Judge accordingly.