Why Your Business Needs an Email Newsletter

Rusty mailbox surrounded by trees
Feb 1, 2016
Content Marketing

Do you send out an email newsletter? Not only has the e-newsletter stood the test of time, it’s proven to be an effective marketing tool. But despite its track record for success, many businesses are hesitant to jump on the email bandwagon. They’re worried email marketing has run its course and cannot keep up with today’s new technology.

But this isn’t the case. Here are a few reasons why your business should consider publishing an e-newsletter. 

It’s inexpensive and boosts sales 

One of the most persuasive arguments for e-newsletters is they’re easy, effective and inexpensive. So even though they’re a traditional tactic as old as the Internet, they’ll give you greater results for a fraction of the cost. Constant Contact content manager Ryan Pinkham says:

‘Email marketing is a cost-effective solution that gives businesses the power to reach customers in a place most people visit every day – their inboxes’.

And while you’re saving money, you’re also boosting sales. Consumers are pickier than ever about which email communications are worthy of their time and attention. So when someone subscribes to your e-newsletter, they’re giving you their vote of confidence and you know they’re interested and invested in your business.

It’s more effective than newer tactics

One of the greatest misconceptions about email marketing is it’s outdated and irrelevant. This isn’t the case. With consumers receiving more email than ever before, the inbox is definitely still relevant and provides a valuable opportunity for businesses to reach their customers.

This misconception has increased with the introduction of newer tactics such as social media. Sarah Mitchell says in Brand Newsroom 64: Perfecting Your Email Marketing:

‘For a long time everyone jumped on the social media bandwagon and emails were seen as an old-fashioned way to communicate. But in fact, email marketing is far more effective than all the social media channels you’re running combined’.

In fact, according to McKinsey & Company in 2014, emails were almost 40 times more effective than Facebook and Twitter in helping a business acquire new customers. This is because social media lacks the direct communication of email. While social networks are a great way to make casual connections with potential new customers, when someone opens up your email you have their undivided attention.

There’s an exciting opportunity to converge your email marketing and social media marketing to increase the exposure of your messages. By using social networks to tell people about your e-newsletter and invite them to subscribe to your mailing list, you’re increasing your chances of turning those casual connections into meaningful customer relationships.

It builds credibility and strengthens relationships

Another advantage of the e-newsletter is the opportunity to build credibility. People do business with people they know, like and trust, and by sharing helpful and informative content in your e-newsletter, your brand is able to build credibility with its audience.

By building this credibility with your customers through your email content, you’re also able to strengthen your relationships. E-newsletters allow people to stay engaged and connected with your business, making it an effective communication tool. According to CEO of Constant Contact, Inc. Gail Goodman:

‘[E-newsletters] empower you to reach your most faithful and valuable customers and build stronger relationships with them over time. That powerful relationship aspect of email marketing hasn’t changed. If anything, it’s gotten stronger’.

It can reach people on any device

With mobile open rates higher than ever, another reason to use email marketing is its ability to capitalise on the growing popularity of mobile technology. According to email analytics company Litimus, the percentage of emails opened on a mobile device has jumped from 8% in 2011 to 53% in 2014. At a 662% increase, this shows the need for a responsive or mobile-friendly template for your e-newsletter is essential.

Mobile optimisation opens up a huge opportunity for businesses to expand their audience reach. In a 2014 survey of 2,500 global marketers, ExactTarget found email marketing was a core business driver for 68% of marketers. For small business, it’s also a more viable option than texting or phoning because emails are free for small lists, whereas texting may incur a charge.

It looks professional 

Not only are e-newsletters effective and their templates easy to use, they’re also designed to make sure your company looks professional when it reaches your consumer’s inbox. Using services such as AWeber, MailChimp or Constant Contact, you can inset your own content and customise each template with your logo and colours to make sure it matches your brand. Your readers stay informed and your e-newsletter works with the rest of your marketing material to construct a clear brand image.

You can learn what works 

Finally, email marketing allows you to track how your e-newsletter is performing. Using a range of metrics, you’re able to gauge performance indicators such as open rates for the newsletter overall and which content drew the most interaction. These insights allow you to craft your content and plan the next issue to meet the needs of your customer base.

If you’d like help creating an email marketing strategy focused on long-term goals, contact Lush – The Content Agency.