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The ISS Blog provides a series of insightful, industry-relevant posts to help readers keep abreast of the latest trends in the marketplace as well as premium content and educational offerings. Read the thoughts of the ISS content team and other industry experts on issues related to self-storage challenges, news, operation, development, marketing and much more.

Teri L. Lanza,
Vice President

Tony Jones,
Contributing Editor/Store Manager

Amy Campbell,

Getting Subscribers to Open Your Self-Storage E-Newsletter

By Amy Campbell Comments

Electronic newsletters, commonly called e-newsletters, are all the rage these days. You can get an e-newsletter from just about any retailer, non-profit organization, government entity and even schools. Newsletters accomplish several things. First, there’s top-of-mind awareness. A retail store, for example, has found that sending newsletters to its e-mail database enables them to send subscribers coupons, tell them about upcoming events or specials, inform them about changes and more. Magazines, ISS included, can disseminate articles and blogs—all while keeping their name in front of their targeted audience.

Because e-newsletters are free, most people have no problem signing up for them. They go directly into the receiver’s e-mail, and are available whenever the subscriber chooses to peruse them. But getting the subscriber to actually open and read them does require work.  If your e-newsletter is nothing but blatant promotions week after week, you’re essentially sending ad copy to your subscribers and they will tune out.

You can use this opportunity, however, to give your subscribers a soft-sell. You can still inform your subscribers about specials, ask for referrals and entice them to purchase retail with coupons—all sales-related topics—while offering education or entertainment. US 41 Self Storage in North Fort Myers, Fla., includes a recipe in its e-newsletter. The newsletter also includes a “define the word of the month" contest. The first three callers with the correct answer receive a small discount on a unit rental.

Little bonuses like this will entice your subscribers to open your e-newsletter, and the possibilities are truly endless. You can share a recipe, offer packing tips (again, a soft sell), announce a fundraising event or food drive, or even include stories from tenants. Add a word search, joke, word of the month, cartoon or another fun item. The goal is to make your e-newsletter personable, not just another form of advertising. People are bombarded with advertising everywhere. While you do want to get your message out—and continue your branding—you can be subtle about it.

Do you send out a monthly or quarterly e-newsletter? Who do you send it to and what does it include? Share your thoughts by posting a comment or head over to this thread on Self-Storage Talk, the biggest and best online community for the self-storage industry.



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