Newsletters may be the oldest trick in the book of marketing, but it is an old trick with proven track records; it simply works, especially when you have a good campaign around the newsletter you send out to subscribers. Newsletters are only getting better, particularly with the technologies around newsletters and mailing lists advancing so rapidly.
If you don’t have a newsletter already, there are more than enough reasons why it is such an important marketing tool to use. There is a lot to achieve from a well-designed, well-maintained newsletter. In this article, we are going to focus more on the reasons why a newsletter is important as a marketing tool and how you can benefit from having your own.
Raise Awareness
One of the most basic functions of newsletters is raising awareness. Since you are connecting with viewers who are already interested in you as a brand or a company, raising awareness of your brand, your business, and the products and services you offer is something that can be done effectively through newsletters.
This is one of the reasons why you must never design your newsletters to act as advertising. Doing so is a wasted opportunity and not a good marketing instrument, mainly because you already have thousands tuning in to learn more about you as a business.
Rather than using the newsletter to advertise products and services, craft your newsletters to focus more on the way – the stories behind your business and your products – and build a genuine relationship with the audience. That brings us neatly to our second reason, which is….
Develop Genuine Relationships
One thing you have to remember about your newsletter audience is that they chose to subscribe to your newsletter; it is a choice, not something that is mandatory. That decision is already bringing the audience closer to your brand and your business. In simple words, they want to know more about you and connect with your business better.
Newsletters are perfect for building genuine relationships with customers and potential customers. What you put inside the newsletters you send out matters. Make sure you communicate values and stories rather than stats and specs.
After a while, you will see an increase in user engagement with every newsletter you send out. This is a sign that you are getting closer to having a strong relationship with the audience. The more engaging contents you include in your newsletters, the more the audience will relate to your brand, and the more engaged they will be in return.
Show Expertise
Of course, a newsletter isn’t only about attracting customers and marketing products and services. A well-crafted series of newsletters is also a great tool to build credibility and establish yourself as an expert in a particular field.
For this, there is a lot to learn from The Money Map. The publication utilizes its newsletters to bring further understanding of what is PSV and the Nova-X Report itself. Thousands of traders subscribe to the newsletter and follow trade tips and other insights from Michael Robinson.
The newsletter takes it a step further and adds value to all content they put out. Instead of analyzing low-value information, the Nova-X Report actually connects more than 40,000 subscribers with news sources that aren’t so easy to access, allowing them to benefit from stock picks and strategies from experts.
Increase Value
Speaking of adding value and benefit, newsletters are also great for boosting the value of products and services. Adding information on how to better benefit from products, how to best use the products and services you offer, and more creative ways to utilize the products into the newsletters is always a good start.
Customers will feel more appreciated when you care about their experience and customer journey. Allowing them to fully take advantage of the products and services they purchased is one of the ways you can show how much you really care about customer experience.
By adding value to the newsletters, you are also boosting the value of your brand and the products and services you offer. With the right campaign, customers will immediately associate the insights and valuable information they receive from newsletters with the value you want to deliver as a brand or a business.
Direct Traffic
Let’s not forget that newsletters are also very effective in generating leads. You don’t have to incorporate an overly-complex strategy to benefit from the large mailing list you have amassed over the years.
There are multiple ways of directing traffic using newsletters. Adding exclusive offers and content to the newsletters is one of the most effective methods to try. You are not only persuading the audience to visit your site, but also appreciating them with offers that cannot be found elsewhere.
A good call to action is also effective in getting newsletter recipients to your site. This is especially useful when you have something unique to offer the audience, such as an upcoming product, a new set of articles that the viewers can benefit from, and added services designed specifically for them.
Convert!
We mentioned how the technologies around newsletters and mailing lists have improved over the years. Instead of sending one newsletter for the entire mailing list, you can now fine-tune content for individual recipient group – or even individual recipient – and achieve even greater results.
You can also integrate newsletters with the rest of your digital marketing campaign. For example, you now have the option to attract new subscribers to social media. You can also use newsletters to fight dropped carts and to give potential customers that extra nudge they need to finally convert.
Speaking of conversion, newsletters are still recognized as the digital marketing instrument with the highest conversion rate. There are ways for customers to shop directly from their inboxes too, which means the notoriously high conversion rate of newsletters is about to get higher.
It is easy to see why newsletters are still used as a prominent digital marketing instrument, even with social media and search engine optimization creating headlines everywhere. Newsletters are, quite simply, too good to exclude from your marketing strategy, especially when you consider all the benefits they offer.
