Why are eNewsletters important?

Tracy Williams

Tracy Williams, CEO and President of Olmstead Williams Communications

By Tracy Williams

Most eNewsletter tips articles focus on the content: make sure the information addresses the audience you’re targeting; keep it short and to the point; and always, have something newsworthy to say or don’t bother.

Those are all great tips, but they have nothing to do with WHY an eNewsletter is important.

Here is a top five list:

  • eNewsletters give you a communications hub for all outreach to your customers and prospects. If it’s critical for your audience to hear, put it in your eNewsletter. Include news coverage about your company that highlights how you help solve problems for customers. Reuse valuable charts, tips and content developed for other projects.
  • Go where your customers are. Social media is becoming more and more important all the time, but email still rules. More than 90 percent of all businesses are on email, while according to some estimates as few as 60 percent have made the leap to social. That’s not to say that eNewsletters and social media can’t work in tandem. Use your best content from social in your eNewsletter and vice versa.
  • When executed properly, an ongoing eNewsletter campaign is the perfect soft push for staying in touch with hundreds or even thousands of key contacts depending on the size of your business. Remind them what you do and why they should care with a shiny new eNewsletter every six weeks to two months. As long as you make it easy to unsubscribe, you have nothing to lose.
  • Email is continuing to grow. As of 2013, there were nearly 3.9 billion email accounts worldwide, according to The Radicati Group. That number is expected to increase to 4.9 billion by the end of 2017.
  • eNewsletters move the conversation to commerce. Two-thirds of consumers have made a purchase online as a result of email marketing, according to the Direct Marketing Association. In the business-to-business world, law and professional services firms report consistent success attracting new clients through eNewsletters, so we know they work. Have you ever gotten business this way? Reply to this email with “yes” or “no,” and we’ll report the results.

So stop waiting for the next big thing, and take advantage of the current big thing with an eNewsletter that tells your story, shares your news and keeps you top of mind with your customers and prospects.

Williams is president and CEO of Olmstead Williams Communications.

July 30th, 2014|Categories: Commentary, OWC News|Tags: , , , |

OWC signs five new clients

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OWC’s Trent Freeman plots strategy for one of the business-to-business PR firm’s five new clients.

Olmstead Williams Communications has signed contracts with five new clients: Bruin Biometrics, Cynvenio Biosystems, T+ink, TRUCKAST and the USC Marshall School of Business.

“We’re always excited to work with companies that are passionate about disrupting the status quo, and each of these new clients is a true innovator with products and solutions that make all of our lives better and more interesting,” said Tracy Williams, CEO and president of Olmstead Williams Communications, which has won seven PRSA-Los Angeles PRism Awards in three years.

Read more about the new clients in the full announcement:

Olmstead Williams Communications signs five new clients

May 6th, 2014|Categories: OWC News|Tags: , , |

OWC top 30 PR firm for 5th straight year

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This is the fifth consecutive year that Olmstead Williams Communications has been named to the list.

Olmstead Williams Communications, a business-to-business public relations firm specializing in technology, healthcare and professional services, has been named to the Los Angeles Business Journal‘s list of the “30 Largest Public Relations Firms” in Los Angeles County.

“Our clients are the engineers, scientists, financial and business executives who are creating great companies, and it’s an honor to help meet their sales and marketing objectives,” said Tracy Olmstead Williams, president and CEO of the agency, which is ranked No. 22 this year.

This is the fifth consecutive year that OWC has been named to the list which honors firms throughout Los Angeles based on their fee income.

Read the full news release here:

Olmstead Williams Communications top 30 PR firm for 5th straight year

OWC's Williams to moderate panel on managing crises

Tracy Williams

Tracy Williams, CEO and President of Olmstead Williams Communications

Tracy Williams, CEO and President of Olmstead Williams Communications, will moderate a panel presented by Broads Circle founder Darya Allen-Attar at 5 p.m. on April 29 at the Luxe Sunset Hotel in Los Angeles titled “4 Strategies for Managing Crises Successfully.”

The event features co-moderator Pamela Palmer, Partner at Latham & Watkins LLP; and panelists Susan M. Collins, Chief Financial Officer at Dun & Bradstreet Credibility Corp; Elizabeth Greenwood, General Counsel and Chief Compliance Officer at Tennenbaum Capital Partners, LLC; Mary Kasper, Senior Vice President, General Counsel and Secretary at Fresh & Easy; and Diane W. Biagianti, Vice President and Chief Responsibility Officer at Edwards Lifesciences LLC.

Tickets are $75, with an additional fee of $50 for non-members. You must purchase a ticket online if you wish to register for this event.

Read more about the event:

4 Strategies for Managing Crises Successfully

April 18th, 2014|Categories: Client News, OWC News|Tags: , , , |