March 11, 2018

What Are the Benefits of Email Newsletters?


If you are a business owner or marketing decision maker, and you want to grow your business, there are many digital techniques that you can take advantage of. One of the most powerful is the email newsletter.

Today, more than 83 percent of B2B marketers use email newsletters as a marketing technique. Email newsletters give businesses the opportunity to regularly communicate with customers and leads who have expressed interest in their company, making them a very warm audience. Through this channel, not only can you disseminate important information, but you can also help establish a reputation, strengthen relationships, and move people through your sales funnel. In this article we outline some of the key reasons why you should be focused on creating a regular email newsletter and how you can expect to benefit from sending one out.

Email Is a Preferred Method of Communication

Today, email is one of the most popular forms of communication. In fact, studies show that there will be more than 2.9 billion email users worldwide by 2019. By sending marketing materials to an email address, you ensure that you deliver your communications to a platform where your audience is nearly guaranteed to be spending time. Also, since email newsletters are opt-in’s, there is the benefit of people actually wanting to receive company information here, which is not the case for all channels. In fact, 93 percent of internet users have indicated that they'd rather receive brand information in their email inbox versus their social media feed. So, by using email newsletters, you're ensuring that you're reaching people where they actually want to be reached online.

Newsletters With Opt-Outs Help You Narrow Your List of Quality Leads

If someone signs up for your email newsletter, they've expressed an interest in your company - and have in turn become a lead. Once they begin to receive your newsletter, they may decide they are even more interested in doing business with you or that they no longer want to receive your communications. Email newsletters give consumers the ability to easily opt out of your list, which means that you can weed out the people who actually are not viable sales leads - and focus on the people who are still interested in becoming your customer.

They Are a Platform Where You Can Brand Yourself as a Thought Leader

Email newsletters are a great opportunity for a company to provide valuable, practical information and to show off what they know. For that reason, email newsletters can help you prove that you are a leader in your industry and a company that is worth doing business with.

They Help You Stay at the Forefront of Customers' Minds

If you have a regular email newsletter, you can continuously remind current and potential customers that you exist. Many consumers get busy and forget about a company they're interested in without meaning to divert their attention. A regular email newsletter is a simple reminder that you're there and that you have a service or product to provide. By staying top of mind, you increase your chances of being the brand of choice when the customer decides to convert.

They Are Pre-Scheduleable

Like all facets of your business, when it comes to marketing, time is money. Luckily, an email newsletter can be crafted in advance, then scheduled and sent out automatically by using marketing automation software. By automating your marketing messages, you can free up time to work on other parts of your business, and also ensure that you are sending out the newsletter at the optimal time of day.

They Offer a Chance to Promote New Products or Services

If you're a growing business, there's a good chance you regularly offer new products or services. Newsletters help you get the word out about those new offerings to keep your readers informed. This is convenient, especially for recipients who signed up for your email list a long time ago but haven't checked your offerings recently.

They Are Powerful Conversion Tools

Email newsletters are an excellent opportunity to offer deals and discounts to recipients. When a potential customer receives a newsletter with a special offer, it may just be that extra encouragement that convinces them to buy, making newsletters powerful conversion tools. If you want to see exactly how well your newsletter is converting, create a unique discount code that is sent out exclusively to your mailing list. Then, you can track the usage of this discount code on your site to see just how many of your readers converted. This will help you make decisions about future promos!

The ROI of Email Newsletters

With a low cost of operation to supplement all the benefits listed above, it’s no surprise that email newsletters generate a strong return on investment. In fact, a recent survey of marketers showed that email marketing was the most successful channel for digital marketing, especially when it comes to ROI. Sixty-eight percent of marketers surveyed reported that their ROI for email marketing was either "good" or "excellent." That's more than two-thirds of marketers!

Further, according to a recent study by the Direct Marketing Association and Demand Metric, email marketing tactics had a median ROI of 122 percent. This means that email marketing pays off more than many other marketing techniques, including social media, direct mail and even paid search.

If you're wondering how you can better harness the power of the internet to bring in new customers, don't overlook the email newsletter. Email newsletters are a simple, convenient digital marketing technique, which can be helpful for a busy marketing team. You can use email newsletters to easily reach customers where they spend time - and not only can you provide value to them, you can also maintain them as a long-term customer.