An Email Newsletter is a great way to connect with your customers and leads, target your marketing content and keep your brand visible. Consider the following,
- Direct Marketing Association reporting that email marketing has increased its ROI to £38 (up by 53% from 2013).
- An average of 22.1% of emails sent by companies with between 1 – 10 employees are opened
- 3x as many people have email addresses as have social media accounts.
- Email is 40 times more effective at acquiring new customers than Facebook or Twitter
A newsletter allows you to connect with customers
An email newsletter is a fantastic way of keeping lines of communication going. Unsolicited letters through the front door have long been unwelcome and phone calls are rarely well received. Email gives you a way to keep your brand visible to your customers. If your newsletter has relevant and engaging information then your customers will welcome receiving it.
Frequency is something to mention here. Too many email newsletters and it will be perceived as spam. If you are sending newsletters more frequently than weekly then keep the content short. If you send weekly or monthly newsletters they can contain more sections and information.
An email newsletter is also essential to those prospects in your marketing funnel who have not yet become customers,
Ongoing communication with your prospects and leads is vital: you will never know when they are about to tip over into being a client. A regular email newsletter will do this for you.
People frequently check their emails
This is a pertinent point. Social media marketing has huge advantages but without paid advertising you cannot be sure your post will appear in people’s feeds. Facebook takes steps to restrict posts from business Pages and on Twitter, tweets will only be seen by the percentage of your followers online at the time you tweet. Email is different. The vast majority of people check their emails at least once a week.
You can be certain that your email newsletter has been sent but to ensure the recipient opens the email requires smart content. Remember to,
- Make the headline interesting
- Not over-sell. Newsletters that just push sales don’t do well
- Offer relevant and useful information
You can target email content
With social media marketing, you have a single post that is targeted to all your followers. With traditional marketing techniques, such as TV and newspapers, your advert is aimed at appealing to the widest possible audience.
Email marketing is different. You can tailor your email depending on which point of your sales funnel the email recipient (targeted lead) is in. Long term customers at the bottom of the funnel may be more interested in new products and future developments. Prospective customers at the top of the funnel may be more interested in well-established products and basic tutorials for your industry.
An email newsletter gives you metrics to analyse
It is important to understand how successful any marketing tactic is. Email marketing allows you to collect a range of metrics (statistics) that you can analyse.
Email open rates – How many people opened your email
Click throughs – The amount of people who clicked through from your newsletter to your website or landing page
Subscribers and unsubscribers – How many people are subscribing to your newsletter. Did a newsletter cause someone to unsubscribe?
Conversions – How many people took an action from your newsletter. Buying a product or service, or downloading information. – depending on your call to action.
Delivery Rate – Ideally you should have a delivery rate of 95%. If your delivery rate is below this, it is possible there are elements in your email which are marking it as spam to the receiving ISP. A regular clean-up of your email list is also advised to weed out emails no longer in use.
Email is cost effective
The return of investment (ROI) for email marketing is high. Writing in a 2015 article, industry leaders Campaign Monitor explained,
Even with the explosion of new technology, marketers keep coming back to email. The reason is clear–for ten years in a row, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI
An email newsletter allows you to keep your customers and leads informed and up to date about your business. It creates brand awareness by keeping you visible on a consistent basis.
Your newsletter helps to build your reputation as an expert in your industry, to connect with people who share similar goals and values.
We hope this blog has been of value, look out for part 2 when we will discuss how to write a successful newsletter for your brand.
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