A major part of any cohesive marketing strategy involves an email newsletter. These subscription-based initiatives drive brand awareness, increase visibility, and facilitate open and honest communication between brands and consumers.
But what is the point of an email newsletter, and how can brands use newsletters to their fullest potential?
What is a newsletter?
A newsletter is a scheduled information blast sent in the form of emails or direct mail. In 2019, almost all newsletters come in email form, and they’re part of successful content marketing initiatives that build brand awareness, drive brand visibility, and solidify conversion.
What is the purpose of a newsletter?
A newsletter is used to widen a brand’s reach. It enlightens and educates audiences about updates, promotions, and more.
Newsletters aren’t innately promotional. They are geared more towards educating and providing insights that build brand credibility and authority.
Brands gather their email list through subscriptions, so the readers getting these schedule emails already signed up for this service.
This makes it easier for marketers to build relationships and start conversations with their audience. A newsletter facilitates transparency and openness, fostering an atmosphere of trust and authority that helps brands sell more products.
Source: Really Good Emails
In short, newsletters are a widely important aspect of comprehensive email and content marketing campaign. But when and how often should brands send out newsletters?
How often should you send out a newsletter?
It can be tempting to send out a newsletter every time a new idea hits or every time you have a minor announcement, but it’s best to practice restraint.
On average, the best frequency for newsletters are no more than twice a week and at least once a month.
In fact, more and more consumers want to receive emails from brands.
61% of consumers want to see at least one email a week from brands they follow.
So sending out a weekly newsletter is what most audiences want.
Does it really matter?
It’s important that brands keep their consumers informed. And even B2B brands can leverage the power of weekly or monthly newsletters to roll out new products, solidify their authority in the domain, and remind subscribers of their robust offering.
But when should brands roll out these newsletters?
Mondays, Tuesdays, and Wednesdays are the best days of the week to send emails. These days see the highest open rates, ensuring email marketing campaigns make an impact on their intended audiences.
Newsletters are a great way for brands to get involved in discussions that their audience cares about and start discussions. Newsletters are a direct pathway connecting brands and consumers, and they are an integral part of email and content marketing campaigns.
These emails share vital information with audiences. They highlight shifts in the organizational structure, promote sales and deals, provide readers with educational content related to the brand, and open the floor for discourse.
Newsletters have a way of opening up a brand to its audience, establishing said brand as a relatable and reliable source that consumers want to turn to the next time they need a product or service.
In order to make the biggest impact with newsletters, brands should aim to send out at least one newsletter a month, but preferably one a week. Consumers signed up for these emails, so it’s important to give them what they want.
Need more tips for designing the perfect newsletter? Use these examples as a guide!