The Underrated Power of Email Marketing Newsletters
Social media and trending topics seem to dominate the marketing landscape with the twists and turns of what is new. Yet, there’s an old, yet incredibly effective tool that often gets overlooked – email marketing. With its roots tracing back to 1971, email marketing has been a consistent presence in the world of digital communication. Interestingly, the first email campaign was launched in 1978, making this strategy over 45 years old.This longevity speaks volumes about the enduring relevance of email marketing. Today we are talking about email newsletters a form of email marketing. Email newsletters are one of the most common tactics when it comes to being effective. It allows you to send a comprehensive summary of what is going on with your business.
The Purpose of an Email Marketing Newsletter
The primary goal of an email marketing newsletter is to maintain contact with your audience. It’s a way to engage your subscribers without overwhelming them, typically sent monthly to avoid bombarding their inbox. This consistent contact builds trust and keeps your brand top-of-mind. The email marketing newsletter can emerge not just as a tool, but as a vital lifeline that threads through the heart of audience engagement. Its purpose transcends the mere act of communication; it’s an artful dance of nurturing a relationship with your audience.
Each newsletter is a carefully curated mosaic of storytelling, education, and subtle persuasion, designed to resonate on a personal level with each subscriber. Unlike the fleeting nature of social media, an email newsletter is a private conversation in the bustling digital bazaar, offering a unique blend of intimacy and value.
It’s where your latest insights, stories, and offerings intertwine with the daily lives of your audience, fostering a sense of community and belonging. More than just a medium for content distribution, it’s a beacon that keeps your brand’s essence alive in the minds of your audience, gently guiding them back to your digital doorstep.
In essence, the email newsletter is the digital world’s equivalent of a warm, inviting coffee shop where every visit strengthens the bond and enriches the conversation.
Key Elements of an Email Marketing Newsletter:
Content Showcase: Highlighting your latest blog posts, podcast episodes, or other forms of content.
Company Updates: Providing personal touches, especially for service-based or local businesses.
Promotions and Offers: Sharing special deals or updates, ideally balanced with informative content to avoid overselling.
Crafting An Effective Email Newsletter
The content of your newsletter shouldn’t be a promotional type of email with offers. It should be a blend of value-adding information and updates that resonate with your audience. It’s a great way to wrap up everything that has gone on in your company over the last month into one concise email.
The frequency and length of your newsletters should be tailored to your content volume and audience engagement. Monthly newsletters are generally well-received, providing ample content without being overwhelming. However, industries with rapid updates might benefit from weekly newsletters. Always monitor your open rates as an indicator of audience engagement and adjust accordingly. If you are sending weekly and still getting good open rates then you know you have enough content to keep your content engaged weekly. However, if you are sending weekly and your open rates are dropping, you are likely not getting the usage out of your email newsletter you’d like to see. There are a lot of metrics to look at with email marketing that we have written about before.
When it comes to the length of a newsletter a good rule of thumb is to keep your newsletter concise, ideally requiring only a few scrolls on a mobile device, and to use graphics effectively to enhance engagement. Most readers of email newsletters are viewing on a mobile device so you don’t want to keep them scrolling forever. Your goal of the newsletter is to give them enough content and enticement to get them to your website.
The Role of Email Marketing in Your Strategy
Email marketing should be seen as a key component of a broader marketing strategy. It complements other channels like social media and paid advertising, forming a holistic approach to digital marketing. Consistency in marketing, across all channels, is vital for sustainable growth.
Despite its proven track record, email marketing is frequently misunderstood. A common misconception is its effectiveness and relevance in today’s fast-paced digital world. However, the truth is that email marketing remains a highly effective way to connect with audiences, especially when executed with thoughtful content and appealing design.
Unlike social media platforms, where you are at the mercy of ever-changing algorithms, email marketing offers more control. You own your email list, allowing direct communication with your audience. However, challenges such as ensuring your emails reach the inbox and adapting to new regulations like those anticipated in 2024 are part of the evolving landscape.
In conclusion, email marketing newsletters are a powerful tool for staying connected with your audience, building trust, and driving engagement. By focusing on creating valuable content, maintaining a reasonable frequency, and continuously adapting to your audience’s preferences, you can leverage email marketing to effectively support your overall marketing goals. Remember, in the world of marketing, no single channel should be overlooked, and email marketing is certainly one of the most significant pieces of the puzzle.
Jennifer Denney has been in digital marketing since 2006 and has seen a wealth of changing landscape in digital marketing. She has seen the rise and fall of many marketing tactics. She is deeply rooted in understanding the metrics that showcase the value of certain types of digital marketing. She produces weekly live shows with Lorraine Ball, solocast with Elevated Marketing Chats, and conducts a weekly podcast called Elevated Marketing Dot Podcast.