Any business owner looking to expand the pretzel business should look into a number of different online marketing strategies. Online marketing is the great equalizer in that it allows small companies to market their brand on the same playing field as bigger companies, even if they don’t have quite the same amount of resources. As far as online marketing goes, one strategy that’s an absolute must in order to expand your pretzel business is email marketing—or, to be more specific, the use of the newsletter. The following are a few ways in which a company newsletter is vital to your goal of expanding your pretzel business:

1. Newsletters Allow You to Target Specific Subscribers

You can segment your email list, which means that you can send different newsletters to different parts of your audience. You can gather information to make it easier to segment your email list during the sign-up stage. When someone opts in to your newsletter, ask a few basic questions to gather information. For example, what kind of dipping sauce to they prefer? Do they prefer sweet or savory? This way, if you have a new sweet dipping sauce for your pretzels, you can send content about that sauce to recipients who actually prefer sweet sauces. Basically, segmenting your email list allows you to send more personal newsletter content.

2. Newsletters Help Grow Relationships with Your Readers

The key to a good newsletter is to provide content that your recipients will find helpful or informative instead of just trying to promote your products. The higher quality your content is, the more interest and trust you’ll build with your readers. They’ll be more likely to read your future newsletters, visit your site and go out of their way to visit your store as well if you foster a strong relationship with them.

3. Newsletters Keep Readers Informed

Although the majority of your newsletter content should be helpful, it’s okay to send out newsletters that inform readers about special events at your store or special promotions once in a while.

4. Newsletters Keep Your Brand at the Top of Mind

By sending out newsletters on a regular basis, your audience isn’t going to forget about you any time soon. The goal is that when they desire a pretzel or are even hungry for a snack, they’ll think of your pretzel business because of the regular exposure they’ve had with your newsletters. This doesn’t mean send them a newsletter every day—overexposure can be very harmful. This could make your newsletter feel like spam, which many recipients will trash or mark as such.

5. Newsletters Can Provide You with Valuable Marketing Information

If you track the data from your newsletters, you can obtain some very useful marketing information. You can learn a lot about the content you send, the titles you use and the promotions you offer through metrics such as open rates, click-through rates and conversion rates. You can even test different graphic elements to see which have a bigger impact on readers. This data can then be used to make your website more effective as well as to improve other marketing efforts.

6. Newsletter Content Is Easy to Share

Even though you’re sending newsletters to people that have already opted in, you can make them shareable, which means that if your recipients like your newsletter content, they can share it with their friends and family. It’s an easy way to get more exposure for your business.

7. Newsletters Provide Excellent ROI

Email marketing has long been one of the most effective forms of online marketing due in part because of its high ROI. Newsletters have shown to have a huge impact on nurturing and retaining customers—at a very small cost.

8. Newsletters Can Be Automated

You don’t have to send emails individually. You can automate your newsletters to be sent out at specific times on specific days. This means that you can have someone write all of the newsletters ahead of time. You can also automate different actions. For example, you can automate a welcome newsletter to be sent out ten minutes after someone opts in. This makes it easy to reach your leads and customers.

These are some of the ways in which having an email newsletter can be incredibly beneficial in your goal to expand your pretzel business. They’re one of the most effective ways that you can nurture leads as well as foster relationships with your target audience and customer base.