Why Email Newsletters Are Making a Comeback

Sep 3, 2021

Email newsletters offer a great way to distribute content, promote specials, and more. They aren’t a new concept but one that’s having a resurgence. They can be a cornerstone in your marketing and drive a great return—an average of $42 per $1 spent. Additionally, email engagement is trending up, with 78% of companies seeing it increase in the last year.

With such a great ROI, it’s a no-brainer that your small business should be sending one.

Why Your Company Should Send an Email Newsletter

Newsletters can be a driver of engagement and connection with audiences. Plus, they opted in to receive the content, so they are more likely to open it. Here are a few solid reasons you should be sending a newsletter:

  • It’s a channel for content distribution: If you regularly create content on your blog, a newsletter is one more tactic to take to distribute it. It could result in more traffic to your website and users sticking around to read more. You’ll know if this is a successful objective by looking at your click-through rate.
  • Exclusive content can live here: The point of someone signing up for your newsletter is their expectation of receiving value from it. Thus, your email newsletter can be a spot for exclusive promotions or invites to events that only subscribers receive.
  • It’s a way to build your email list: Make sure to have a subscription sign-up on your blog or website so that users can opt in to your newsletter. Expand your reach more by posting it on social media.
  • Conversations begin in emails: Even though a newsletter is a bulk send to many emails, you can still craft it in a way to start a conversation. You can do that with the introduction you craft. You could also have more than one version of a newsletter by segmenting your list. You could have one for customers and one for prospects, for example.

What Should Your Newsletter Contain?

When creating a strategy for your newsletter, you’ll need to consider what type of content it will contain. It doesn’t have to follow the exact template every time, but here are some high-level sections to consider:

  • Welcome or introduction from an actual person; that could be a CEO, customer success manager, etc., that speaks to timely matters or has seasonal context
  • New blog content from the month prior (three to five posts)
  • A gated content offer, such as an e-book, whitepaper, or infographic
  • Monthly promotion or special, if applicable
  • Something fun and interesting about your industry, company, or employees, which shows the human side of your brand
  • Links to social media profiles with a note to follow your company there
  • Resources for customers like user guides or other how-to content

Typically, you’ll send a newsletter monthly, so it’s like a recap of your content and campaigns. When deciding what to put in your email, choose content that’s the most interesting and relevant to your audience.

Email Newsletters: Let an Agency Manage It

Small business owners wear lots of hats, and digital marketing initiatives may not be getting the attention they deserve. You don’t want to miss the chance to communicate with your buyers, so why not let an agency manage it for you? Contact our team of email experts today to chat about newsletters.

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