How Reimagined Email Newsletters Are Driving Growth for Agencies and Consultancies

Agencies and consultancies are in big trouble.

The battle for new clients is more challenging than ever. In a field where nearly 90,000 advertising agencies (as reported by Ibis World) are all vying for attention from a limited pool of companies. This crowded space is brimming with products and services that look and sound alike, making it hard to stand out.

Capturing the attention of prospects is a significant hurdle. According to Agency Analytics, agencies’ biggest challenge is attracting and landing new business. This intense competition means agencies can’t just sit back and wait for clients to come knocking; they must be proactive.

However, even sales-focused organizations struggle to make their mark in this noisy marketplace. Recent insights from Boston Consulting Group and Google highlight a crucial point: underestimating the power of brand marketing is a big mistake. It’s not just about making noise; it’s about making the right noise that boosts your brand and enhances the return on your marketing investments.

However, building a brand in the B2B sector is no small feat. Unlike B2C, where quick, emotion-driven purchases are common, B2B buyers take their time. They’re more cautious, do their homework, and involve several people in the buying process. This means sales cycles are longer, expectations are higher, and the need for trust and value is paramount.

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B2B marketing must be strategic and focused on forging strong, lasting relationships with prospects to truly make an impact. It’s about connecting in meaningful ways that foster trust and open the door to beneficial partnerships.

One effective strategy is through thoughtful leadership content. But in a world drowning in content, it’s not enough to pump out articles or videos. Content must be carefully created and curated to stand out and resonate. Businesses must now be brand publishers with the mindset of a media company, strategically developing content that deeply resonates with their target audience.

Among the most impactful forms of brand publishing is the email newsletter. They might not be new, but their value has skyrocketed recently, as seen in Insider’s investment in Morning Brew and HubSpot’s purchase of The Hustle.

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These newsletter-first publishers have shown that if you make your content engaging, valuable, and relevant, people will love it. They’ve turned the old idea of what newsletters are on its head and made them a key asset in building brand awareness, generating leads, and nurturing relationships.

For agencies and consultants aiming for growth, leveraging the power of a well-crafted email newsletter is essential. It’s not just about sharing news; it’s a strategic move to grab attention, build connections, nurture relationships, and establish a strong brand presence in a crowded marketplace.

What an Email Newsletter Is

Studies show that 52% of decision-makers and 54% of C-level executives dedicate at least an hour weekly to reading thought leadership content. This indicates the significant impact and value that insightful content can have.

52% of decision-makers and 54% of C-level executives dedicate at least an hour weekly to reading thought leadership content

A carefully designed newsletter offers a mix of rich, engaging content not focused on selling but on nurturing a bond with your audience.

Here’s what you might usually find in a content-rich newsletter:

• Industry News: Think of this as the pulse of your sector. Keep your audience abreast of the latest developments, trends, or innovations.
• Expert Insights: Use your newsletter as a platform for sharing expertise. Offer tips, tricks, or problem-solving advice that resonates with your audience’s needs.
• Case Studies: Sharing real-world examples of how your products or services (or competitors) have positively impacted clients.
• Event Announcements: Whether it’s a webinar, a conference, or a networking event, keep your audience in the loop about events they shouldn’t miss.
• Resource Sharing: Offer additional value by linking to helpful tools, articles, or videos that can aid your audience in various ways.

Variety is the spice of engagement. Mixing these content types keeps your audience interested and builds credibility and trust. When the time comes for them to make a purchasing decision, that trust can be your most vital asset.

The newsletter’s content can be original and penned by key stakeholders like the founder, CEO, or other subject matter experts, lending an authoritative voice to the narrative. Alternatively, the content can be curated, saving your audience time and effort by delivering handpicked insights directly to their inbox. Most often, the most compelling newsletters employ a balanced blend of both.

An email newsletter is less about self-promotion and more about providing a continuous value stream. It’s not shouting, “Look at us!” but saying, “Here’s something that can benefit you.”

What an Email Newsletter Is Not

When speaking to clients, some have difficulty distinguishing between the typical self-promotional company newsletter and a newsletter in the context of brand publishing.

Investing resources into informing, educating, and entertaining seems counterintuitive instead of promoting or selling. But again, we’re approaching this from a media company perspective. Here’s what we mean:

• Salesy: A newsletter should be a value-first proposition, not a virtual billboard for your products or services. It’s akin to a chat with an expert or knowledgeable colleague, not a monologue from a salesman.
• Untargeted: Generic content is a surefire way to lose reader interest. You’re talking to industry professionals. You should tailor content to meet their unique needs and solve their problems.
• Unfocused: Stick to your lane. A newsletter that jumps all over the place topic-wise feels disorganized. Your audience is following you for your expertise in a specific domain—don’t dilute it with irrelevant information.
• Messy: A well-designed newsletter is easier on the eyes and keeps your readers engaged. No one wants to sift through clutter to find nuggets of value.
• Random: Consistency is critical for trust. Sending out newsletters at erratic intervals sends mixed signals to your audience and undermines their confidence in your brand.

Avoiding these common pitfalls elevates your newsletter from mere “inbox filler” to a must-read resource. Done correctly, it is a potent tool for brand building and driving sustainable business growth.

What are the Benefits of a Newsletter?

In a digital age teeming with tweets, posts, and video shorts, it’s easy to forget the power of a well-crafted email newsletter. Not only does it cut through the noise because it’s personalized, consistent, and delivered directly to the inbox, but it also brings a wealth of benefits to the table that can supercharge your sales and marketing strategies.

Among its numerous advantages, three primary benefits stand out: Boosting Brand Awareness, Outbound Amplification, and Nurturing Long-Term Relationships. Seven secondary benefits complement these core advantages, each contributing to the newsletter’s substantial impact on your marketing efforts.

Primary benefits:

1. Boosting Brand Awareness

An email newsletter is a powerful tool to build brand awareness among a target audience. By regularly delivering valuable, industry-relevant content directly to the inbox of key decision-makers, a newsletter positions you as an industry thought leader. It’s a strategic way to build relationships and trust, transforming your brand from just another name into a go-to resource.

2. Outbound Amplification

An email newsletter acts as an outbound amplifier, warming your target audience. By consistently delivering valuable content, you build familiarity and trust. This foundation turns cold outreach—be it emails or calls—2 to 4 times more effective. Prospects already aware of your brand are more likely to engage, transforming traditional sales approaches into warm conversations primed for success.

3. Nurturing Long-Term Relationships

A well-executed newsletter is a relationship maker, keeping your brand top-of-mind without the hard sell. Whether sharing insights, industry trends, comprehensive articles, or case studies, regular touchpoints foster long-term relationships, increasing the likelihood that your name comes to mind when an opportunity arises.

Secondary benefits:

4. The Ownership Factor

The concept of ownership takes center stage when it comes to newsletters. Unlike social media, where algorithms dictate your reach, an email list is your “owned land.” The importance of this can’t be overstated, especially in today’s volatile social media landscape. An email newsletter gives you a direct channel to your audience, allowing for more personalized and stable communication.

5. Educational Edge

Knowledge is power; a newsletter can be a powerhouse tool for educating your audience. For complex or evolving industries, educating your audience helps remove barriers to entry. This is especially relevant for firms where a well-informed prospect can easily engage in the sales process. Your newsletter can be a dynamic learning platform, making your company more approachable and valued.

6. Traffic Conversion

Your newsletter is a traffic-driving force, channeling readers to your website, social media, podcasts, and videos. This directed traffic surpasses the conversion rates of cold paid ads. It ensures that visitors are already engaged and more likely to convert, leveraging your curated content as a magnet for high-quality leads.

7. Authority Building

Sharing industry trends, news, and expertise in a newsletter does more than just inform; it positions your company as a thought leader. This kind of authority makes you stand out from competitors and gives your audience a compelling reason to choose you. When potential clients see you as an authority, they’re more open to engaging with your team and likely to entrust you with their business.

8. Monetization Avenues

A high-engagement newsletter isn’t just a marketing asset; it can also be a revenue stream. Once you’ve built a sizable or niche audience, options like brand sponsorships, affiliate programs, and premium subscriptions become viable. These can offset costs and even turn your newsletter into a profitable center.

9. Networking Bonus

Your newsletter can be a crucial player in your business development strategy. It gives you a genuine reason to connect with decision-makers at target companies and other key influencers by offering them exposure within your publication. This is a win-win situation: you add credibility to your content while building a valuable network that could lead to future collaborations or partnerships.

10. Influence and Alignment with Audience Values

One of the most profound benefits of a newsletter is the opportunity to subtly align your audience with your brand’s core values, offerings, and mission. By consistently delivering content that resonates, you gently guide readers to see the world from your perspective, fostering a deeper connection.

Together, these primary and secondary benefits underscore why an email newsletter is more than just a nice addition to your marketing toolkit—it’s an indispensable asset that amplifies your outreach, enriches your brand’s narrative, and cultivates lasting relationships with your audience.

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Case Study: How Our Newsletter Became a Million-Dollar Asset

In the saturated world of business development consulting, standing out isn’t optional—it’s vital. When we targeted our services at marketing and advertising agencies, we faced the colossal challenge of breaking through industry noise. To gain an edge, we didn’t just rely on a unique service offering; we aimed to build trust. The vehicle for this? Our weekly newsletter.

Here’s how we did it.

1. The Audience and Structure

We began by building a database of over 5,000 U.S.-based agencies, focusing on key decision-makers in charge of revenue growth, such as CEOs, managing directors, and heads of business development.

Starting with a basic email template in Mailchimp, the newsletter was initially a solo effort for me. Despite resource constraints, the focus was on content that mattered to our audience while remaining true to our mission of helping agencies land 6- and 7-figure opportunities.

2. The Content

The newsletter featured a regular motivational post, allowing the audience to connect with me personally and gain business insights. Additionally, it included timely announcements about newly appointed CMOs—a crucial signal for agencies looking to form partnerships. This unique blend of content became our newsletter’s backbone.

3. Adapt and Optimize

We weren’t content with just putting information out there. Rigorous analytics guided our evolution. We hired a professional designer to align the newsletter’s aesthetics with our brand, conducted A/B tests on content types, and continuously fine-tuned our strategy based on data-driven insights. Over time, we’ve introduced new sections, such as RFP announcements and CMO interviews.

4. The Impact

The newsletter grew to over 13,000 members, receives an average open rate of 49%+, and a click-through rate of around 5%. It’s established us as an authority among well-known consultants serving the advertising/marketing industry and enabled us to interview high-powered CMOs at dozens of companies. We’ve even begun monetizing it through advertising and sponsorships to offset costs.

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Though the newsletter wasn’t initially conceived as a sales tool, it became one. We didn’t push for sales, but readers themselves reached out to us, resulting in the newsletter becoming an inbound business development channel. The common thread? “I’ve been reading your newsletter for months and would love to learn more.” As a result, our newsletter influenced securing over 250 meetings and generated over $2 million in revenue in two years—accounting for about 75% of our total revenue.

Our newsletter wasn’t just a communication channel; it became a trust-building and lead-gen machine, underscoring the enormous potential of well-executed brand publishing in driving tangible business outcomes.

Conclusion

Consistently publishing an email newsletter could be the game-changer your agency or consultancy needs in today’s ultra-competitive market.

According to Edelman and LinkedIn’s research, nearly all decision-makers and C-suite executives—9 out of 10—say they’re more open to sales or marketing messages from businesses that consistently deliver top-notch thought leadership.

9 out of 10 decision-makers and C-suite executives open to sales or marketing messages from businesses that consistently deliver top-notch thought leadership

Starting a newsletter involves strategic steps: defining goals, understanding the audience, crafting compelling content, and monitoring for continuous improvement. It’s about delivering value, establishing authority, and building trust.

But a newsletter is so much more than a simple update. It’s a dynamic tool that enhances brand recognition, nurtures relationships, and creates new revenue opportunities. From being a direct line to your audience to its ability to educate and establish your authority, the value of a newsletter is unparalleled.

As competition intensifies, adopting this comprehensive strategy becomes beneficial and essential. The email newsletter, far more than a mere communication tool, catalyzes unparalleled growth, engagement, and differentiation in a crowded marketplace.

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To discuss your firm’s growth, email newsletters, or Relationship-Making™, contact us to set up a free consultation. Or Sign-Up to get our free newsletter!

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