Newsletters are seeing a revival in the realm of digital marketing. Newsletters, while they may appear to be an archaic method of attracting an audience, are still useful tools that businesses may use in 2022 and beyond when combined with trending marketing techniques. A newsletter is a great method to keep your consumers informed about what’s going on in your industry or business. Let’s look at why newsletters are the unexpected star of email marketing.
The rebirth of newsletters
The earliest newsletters began as a way to break away from media complacency and to engage subscribers on the topics that mattered to them. Although the popularity of email newsletters suffered a dip, they resurged during the COVID-19 pandemic. In 2020, the Reuters Institute Digital News report noted the increase in the production of email newsletters and their role in retaining strong, direct relationships with subscribers.
A newsletter opens to door for subscribers to gain a deeper insight and awareness of your business and the specific items and services you provide. For businesses, they enable you to engage directly and in a personalized manner with your prospects and subscribers by delivering great material and relevant promotions right to their inboxes. If you aren’t already doing so, taking time to look into engaging newsletter examples and building your subscriber list is a must for any business that wants to create brand impact and lasting relationships with its consumers.
Why newsletters are effective
When done correctly, newsletters can accelerate business growth. This is primarily what makes them an effective tool for email marketing. When you make it a practice to deliver subscribers personalized updates that bring true value to their inboxes, your business begins to reap some priceless benefits as well as increase sales. You grow trust in your brand, strengthen your position as a leader in your industry, and increase your chances of being high on the list whenever your audience contemplates purchasing something in your industry category.
Simply put, the more your audience believes you understand their wants, the more likely they are to engage in commerce with you. In fact, according to Statista, 49% of consumers stated that they would be happy to receive promotional emails from their favourite brands weekly.
Hitting the mark
The key to creating more effective newsletters delivering the best content possible, making sure they look attractive and tailoring your content to create a personalized experience for your subscribers. Let’s break down the best practices for effective marketing through newsletters.
Building a list with consent
Cold emailing is one component of email marketing that is certainly in the past. Recent regulations, particularly the European Union’s General Data Privacy Rule (GDPR), as well as enhanced spam detection given by email service providers (ESPs) like Gmail and Outlook, have relegated unsolicited marketing emails to the trash can. This is not a terrible thing for trustworthy web marketers and businesses. It just involves putting in more effort to generate email newsletters that provide genuine value to your subscribers.
Gathering email addresses from both present and future consumers is the first step in developing a subscriber list for your newsletter. When a consumer makes their first purchase, make sure to request that they opt-in to your newsletter and any other marketing communications.
Thoughtful design
Every great newsletter begins with a beautiful design. It doesn’t matter how good or appealing the content is if you don’t have a slick, responsive design plan. Your newsletter should be simple to read and contain clear calls to action that direct readers back to your website where they can interact with your conversion landing pages.
You should consider factors including headlines, images, and content layout. For example, like a magazine, your email should include a heading that complements your logo and encourages your subscribers to keep reading. Utilizing headers and subheadings helps readers browse the newsletter and grasp the content at a glance. Furthermore, depending on your brand, your emails should include either dynamic graphics, vibrant illustrations, or a combination of the two.
High-value content
Your subscribers will be more inclined to read your email newsletters and less likely to click “unsubscribe” if you consistently send high-quality, engaging material. Whether you’re curating third-party content, such as a weekly or monthly roundup of news relevant to your target audience, or distributing or promoting the original content you’ve developed, make sure you consistently deliver value. This can be easily achieved by completing market research on your target audience. Promotional emails have their place, but if all you ever provide subscribers are discounts and special deals, you’re not doing much to increase the value of your brand.
Conclusion
The resurgence of newsletters as an effective marketing tool can be utilized to maintain consumer engagement in your business. By hitting the mark with great design and content, you can add newsletters to your roster of email marketing strategies.
