With the advent of social media and a host of new ways to market your brand and products online, many businesses forget about the power of email as a marketing channel. But the reality is most people go online to check their email, more often than they shop online or visit social-media sites. If you’re still on the fence about investing the time and effort into crafting a newsletter, then read on to see just how beneficial email marketing can be for your business.

Newsletters are a great way for your company to communicate with clients and followers, and they can generate leads and sales that will help your business grow. Moreover, by using advanced email marketing software, you will be able to track prospects and score their level of interest. Here are some reasons why you should send out a newsletter and some ideas on what you should include to make it effective.

The purpose of email newsletter

The purpose of an email newsletter is to give those on your list updates pertaining to your business, products, and services. However, it’s not something that’s generally used for a hard sell. An email newsletter should feel like an update from an interesting, helpful friend, rather than a pushy salesperson. That’s not to say that these newsletters are simply used to keep in touch. They can be used to motivate your customers to take action, like making a purchase or checking out your latest blog post. Newsletters are often the life force of your marketing campaign. Over the past decade, email marketing has proven to be significantly more successful than social media marketing.

How to measure the success of your email newsletter

To ensure success with your email marketing campaign, you need to have a good plan. Part of that plan is A/B testing to testing out what works and what doesn’t, and email marketing platforms have metrics that can tell you whether your emails are working or not.

These metrics tell you:

  • How many people open your emails
  • How many people click on links within your emails
  • How many people unsubscribe from your list

Pay close attention to these metrics after each campaign. They’ll show you where you need to make adjustments and whether any changes you’re making are paying off. For instance, if you’ve had a lot of unopened emails and decide to write more personalized copy for your next campaign, you should definitely see an increase in your open and click-through rates.

Email newsletters drive sales

According to Jay Baer at Convince & Convert, 44 percent of email recipients made at least one purchase last year based on a promotional email. It’s actually quite simple to understand why email marketing is so effective when it comes to selling. When a recipient views your email, you’ve got the opportunity to highlight a product, explain the benefits, and connect them to a point of sale in moments, if you do online sales.

People are impulsive, and include an incentive like a coupon, a special promotion, or even a call to action, such as “Call us now!” can be the impetus for your reader to take action.

Connect with your busy customers

Your customers are busy people and they aren’t spending all of their time thinking about your company or brand. But despite that, they do want to connect to the business and brands they like. Sending out sales newsletters, however, encourages customers to think about you more often than they would normally. And when you’re sending them content that applies to their lives, and not just your business, they start to think of you as an industry leader, not just another company.

So, how do you provide value, and why does it matter? People don’t buy because you sell. They buy because they trust you, are loyal to you, and are fans of your business. There are many ways to build that loyalty and connection via email. It could be a coffee shop’s newsletter about different beans and the best ways to prepare certain roasts. It could be a B2B business sharing trade news of interest to their industry. If you’re informing alongside your selling, you’re building a long-term relationship with your customers. That’s connecting.

Boost your social media following.

According to a GetResponse, emails that include social sharing buttons have a 158 percent higher click-through rate.Social media channels like Facebook, Twitter, and LinkedIn are integral to your overall marketing and growth strategies. Growing those channels, however, can be tricky. Email newsletters are highly effective for building your online community. By starting a conversation in the inbox, where engagement is more focused, and then finishing it in the social media arena, which has more reach, you’ll generate more activity on Facebook feeds and beyond.

Increase traffic to your website.

According to Salesforce  82 percent of consumers open emails from companies. If you want people to visit your website, it’s simply not enough to hope that your customers will gravitate to your site organically. Your email newsletter plays an active role in site traffic and sales. You wouldn’t throw a dinner party and assume that the right folks show up. If you want people to stop by your website, browse your content, and purchase, you need to invite, encourage and incentivize their presence. There are many ways to accomplish this, such as including a strong call to action and ensuring your email is well targeted.

Creating an email newsletter is easier than you think.

The biggest barrier to sending out email newsletters regularly is that many people view it as a chore. Crafting a long, in-depth email newsletter is fine, but in most cases it’s unnecessary.

Selecting a single and simple goal for your newsletter means it’s easy to build and stay on schedule, and you avoid sinking too much time into it. Single-topic emails are also easy for readers to digest and keep up with, whether your goal is monthly, weekly, or daily sending.

In researching email newsletter statistics and click-through rates, I found that in over 90 percent of emails, the first link gets the most clicks. Every subsequent link sees a sharp drop off from the click-through rate of the link before. This strongly implies that topics after your leading subject in an email are viewed as superfluous. Instead of creating a lengthy, time-consuming newsletter, send less content more regularly. For instance, instead of sending a long monthly newsletter, you may want to try a shorter, semi-monthly or even weekly one.

So, these are the 5 reasons why you need to start sending your customer a newsletter. Are you planning to do your newsletter now? Well, if you are then I wish you great outcome from it!