![]() Is it time to revive your company’s email newsletter? You may find that it is more challenging than ever to snag precious opens and clicks. How to Create the World’s Greatest Email Newsletter Rather, the main purpose of a newsletter is typically to: That isn’t to say that newsletters shouldn’t include calls to action-many of them do-or try to sell products or services. Things like automatic follow-up emails based on a consumer’s behaviour or a carefully crafted drip email campaign meant to walk a prospect through a sales funnel are not in the realm of newsletters. ![]() ![]() Marketers need to be aware that there is a big difference between the look, feel, and purpose of a newsletter versus an email marketing campaign. Dean Levitt points to a study by Experian that found that “$1 spent on email marketing typically provides a return of $45 to $50.” Email Newsletters vs. Why is email still so powerful? Dean Levitt, Chief of Culture at Mad Mimi Email Marketing, cites a Pew Research Center study that found “9 in 10 adults go online to check email, more often than they shop online or visit social media sites.” Given these numbers, it shouldn’t be surprising that, according to a survey by research firm Nielsen Norman Group, people prefer to receive company updates via email rather than social media by a nine-to-one margin!Ĭonsumers aren’t just voting for email with their answers to surveys they’re also voting with their dollars. Increase visibility for the company, products, and services.Reinforce the company’s story and reputation.Inform readers of company and industry news.An article from McKinsey & Company found that “email remains a significantly more effective way to acquire customers than social media-nearly 40 times that of Facebook and Twitter combined.” The 4 Main Purposes of Email Newsletters However, numbers don’t lie, and the numbers say that email newsletters not only work-they might actually work better than anything else your marketing department currently does. Why Email Newsletters Might Still Be the Best Marketing Tactic EverĮmail newsletters aren’t the flashy marketing flavour of the month like the newest social media platforms can be. ![]() Perhaps Rebecca Greenfield of Fast Company says it best: “In a post-email world, where our inboxes have turned into cesspools of responsibility, the internet newsletter-against all odds-has made a comeback.” Though perhaps not quite as spry as they were a decade ago, they are still a worthy marketing tactic for any company that wants to communicate directly with their fans.Ī great newsletter can slice right through today’s packed and noisy inbox to inform, entertain, and excite your readers, which can give your bottom line a nice bounce. If it seems like the age of email newsletters has passed, hold off on hiring the hearse: Email newsletters are still very much alive. Sure, you still get useful updates from your friends and favourite companies, but those are buried beneath mounds of work emails and dozens of newsletters that you forgot you signed up for. These days, that steady trickle has turned into an avalanche. In the early days of the internet, emails popped into your inbox at a slow, steady pace. If you’ve been around for more than two decades, chances are you remember a time when you were excited to check your email. ![]()
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