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 calls-to-action, 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.
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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
