While newsletters are one of the most common types of emails to produce, you need to do them right to earn high open rates and conversions. If you’re able to nail the delivery with an email newsletter service, they have the opportunity to drive ROI and become a well-oiled marketing machine for your digital strategy.
With 87% of marketers agreeing that email newsletters are a viable form of communication, you need to first home in on the goal of your newsletter and what KPIs you plan on measuring. Do you want more conversions or website visits? Product education or community events?
Read on to discover why newsletters are essential and the benefits you can expect from creating one.
What are newsletters?
Newsletters are emails that serve subscribers your most interesting announcements and content. Not only do they allow you to pass on valuable information, but newsletters also help you build brand awareness, strengthen customer relationships, and move subscribers through your lead funnel faster.
While you have different options when it comes to your messaging and CTA, you always want to focus on subscriber engagement. The higher open and click-through rates you earn with engaging content, the more likely your subscribers will become brand advocates and turn into long-term customers.
5 benefits of developing a newsletter
Before developing your email newsletter, it’s essential to examine what a successful newsletter entails and how it can drive business for your brand. Let’s take a look at a few newsletter benefits.
1. Newsletters increase brand awareness and subscriber relationships.
Newsletters have a higher engagement rate than any kind of digital marketing and are 40 times more effective at acquiring new customers than social media. Newsletters act as an additional advertising vehicle for your brand to highlight products, successes, promotions, employees, events, and more.
With today’s email campaign software, you can deliver newsletters on a consistent schedule to become a podium for your brand and allow you to stay in the forefront of your subscriber’s minds. Your subscribers also have something to look forward to and feel more connected to your brand, while you’re able to provide reminders about your service along the way.
With the ability for your subscribers to opt in or use a preference center, newsletters also help narrow your list of qualified leads. By focusing only on leads who are invested in your brand, you can personalize your message and build deeper connections.
Source: Really Good Emails
2. Newsletters boost ROI and sales.
As a digital marketer, staying on budget and meeting KPIs is crucial when you’re reporting the success of any marketing strategy. Fortunately, email newsletters can earn an average ROI of $42 for every $1 you spend. Newsletters are electronic and, once the strategy is in place, they don’t require extended resources to build out due to email newsletter services with marketing automation software. With a median ROI of 122%, email newsletters pay off more than social media, paid search, and direct mail, with little expense on your brand’s end
Newsletters are also powerful conversion tools. You can educate your readers while providing exclusive specials for those that opt in to drive sales with your most engaged subscribers. When a subscriber receives a VIP promotion, it could be the extra encouragement needed to convince them to buy something from your brand. If you want to see how well your newsletter is converting, consider adding a unique discount code for each series. You can then track the usage of the code on your website to understand how many subscribers converted. Use this data to inform future campaigns.
3. Newsletters drive website traffic from your target audience.
While newsletters are great tools to educate and inform your audience, you also want to drive traffic to your website for more conversions. Within your email, actively work towards building your website presence by incentivizing clicks, offering more valuable content, or showcasing featured products for purchase.
To drive more traffic to your target audience, utilize segmentation and strong CTAs to help engage your subscribers. For example, messaging for B2B executives and marketing managers should be more personalized to their role, so you’re able to connect with them more authentically. While you’re going to send one newsletter theme, you can consider changing out the subject line, CTA, imagery, and more to target each audience segment’s needs.
With each newsletter you send, play close attention to your audience’s buying preferences and clicks, so you can build future topics that interest your readers. The more valuable and personalized content you create, the more likely your audience will stay engaged.
Source: Really Good Emails
4. Newsletters offer a preferred method of communication.
Email is a popular communication method for modern consumers. In fact, by the end of 2020, total email users in the United States will reach over 255 million and 3.7 billion worldwide. With 93% of consumers saying they’d rather receive brand communications through email than any other digital platform, you can deliver messaging on a platform where your audience is nearly guaranteed to spend time on. This means more opens, clicks, and conversions.
The trick is to deliver valuable content and offer your subscribers incentives within each newsletter. This allows you to nurture potential customers and connect with them on a one-on-one basis on their preferred platform. To continue to entertain your subscribers, make sure each newsletter:
- Includes a custom design with your unique branded style
- Contains brief content, but uses plenty of images to showcase your message
- Stays relevant and sticks to your niche
5. Newsletters help you grow an online community.
Not only are emails great for growing a strong subscriber base, but you can also increase your social media presence. While email bridges the communication gap between brands and consumers, social media platforms like Instagram, Facebook, and Twitter are essential to your brand awareness and overall growth.
Include social media sharing buttons and links on your email newsletters to encourage subscribers to engage with you on more platforms. To sweeten the deal, promote a social media contest within your newsletter that persuades your audience to follow your channel or check out your content.
On the flip side, use your social channels to promote your newsletter and join your mailing list. Through Facebook pages and Twitter cards, your followers can sign up for your newsletter without leaving the page.
Source: Really Good Emails
Bonus: email newsletter content ideas
Now that you understand the benefits of developing your newsletter, it’s time to start putting knowledge into practice to create your first one. You need to evaluate your end goals, the capabilities your email newsletter service offers, and the types of content you plan on sending. Do you want to educate your subscribers on new technology? Will you be pre-scheduling your content ahead of time or sending it on the fly?
Make sure you have your strategy on point before putting together your newsletter. However, if you’re stuck on content, consider the following ideas:
- How-to guide: Provide step-by-step instructions or a video on your products. These guides can help solve your brand’s largest pain points while also demonstrating your value.
- Blog posts: Share snippets of your long-form content to entice website clicks and showcase your thought-leadership authority.
- Videos: With the opportunity to increase the open rate by 6%, videos are a creative way to entertain your subscribers. It’s important to note that not all email newsletter services are compatible with video.
- Product announcements: Get buzz around new products by teasing out the release throughout your newsletter and making a celebration out of it.
- Testimonials: Provide social proof for your brand by creating case studies and testimonials of customer success stories. Seventy percent of people will trust a recommendation from someone they don’t know.
- Events: Gear up for an event by providing subscribers with what they can expect from attending the event, as well as a recap afterward for those who couldn’t make it. These can be either in-person, happy hours, or online webinar events, depending on your audience.
- Behind the scenes: Connect with your subscribers by showcasing snapshots of your employees or a tour of your office. Your audience will appreciate the transparency, and you’re able to humanize your brand more.
- Feedback surveys: Ask your newsletter subscribers for feedback on your service or brand to not only gain valuable insight, but also show that you value their opinion.
Source: Really Good Emails
While social media and SEO continue to rise in importance, email newsletters are still a widely preferred communication method between consumers and brands. Email newsletters not only help you engage your audience on a more personalized level, but also increase the likelihood of converting them into long-lasting customers.
If you’re looking for an email newsletter service, try Campaign Monitor for free today.