Newsletters. A timeless tactic that almost all marketers are sure to have employed at one point or another. Whether you’re offering up the latest on your solutions and services or serving up valuable thought leadership, they are a great way to connect with prospects and customers. But you may ask yourself how effective are newsletters? Are they worth the hassle? Wouldn’t some other new marketing approach be better?
Well I wouldn’t rule them out just yet…
This article from ecommerce business sums it up nicely, especially when they say,
“Customers with a strong attachment to a particular company spend 23% more than average consumers, and the newsletter is a prime candidate to distinguish a brand from the competition.”
So at the end of the day, why should you keep up your existing newsletter or think about starting one up?
Here are four things that make newsletters so successful.
1. Newsletters are effective at generating sales.
As marketers it is our job to get people into the sales funnel. Whether they are a new prospect just learning about your company or a longtime customer who could use the latest in your product lineup. Sending a newsletter packed with informative, brand centered content is a great way to get this done, and help get people ready for sales.
2. Demonstrate your industry knowledge
A lot of content, and therefore newsletters are comprised of thought leadership and educational pieces. This content is great as you are able to impart your knowledge in your field to those who are interested. You are an expert in your industry, and a newsletter can help customers and prospects realize this and trust you, while gaining value.
3. Stay top of mind with customers
We live in a world in which people are being constantly bombarded with marketing, messaging, and content. So how are you supposed to cut through the noise and stay at the forefront of your customer’s minds? Why not with a newsletter. A study by ReturnPath found that “when newsletters deliver great content and follow email best practices, they help marketers measurably strengthen subscriber engagement and stay connected to their audiences.” This way you are not only providing constant value, but your audience is thinking about you often.
4. Increase content interaction
What good is all of the wonderful pieces of content that you create if they go unseen? We know you have a sizeable wealth of articles, white papers, and webinars just waiting to be viewed, so why not put them out there every chance you get. With each newsletter, you have the chance to curate a unique collection of your content and get it out there for your subscribers to enjoy!
Newsletters are most certainly not dead.
They are and for the foreseeable future remain to be a great tactic, and a key piece of your marketing strategy. No other marketing efforts are going to keep your company and solutions top of mind, and provide tangible value to prospects and customers while propelling them towards sales decisions.
So don’t hesitate to keep up your trusty newsletter or get started on one today.