Email newsletters are an important element of a successful marketing strategy – no matter what kind of business or industry you’re in. Not using newsletters can really limit a brand’s growth.
Although there’s been some talk over the years of email being an outdated marketing channel, what with the arrival of smartphones and the spread of social media, it still remains to be an integral part of daily online life.
According to Statista, global email users amounted to 3.9 billion in 2019, and that figure is predicted to grow to 4.2 billion users by 2023.
The numbers don’t lie. It’s safe to say that almost all of your customers will have email accounts, so it makes perfect sense to communicate with them on that channel.
It’s pretty obvious that you can reap huge benefits from building an email list and sending regular emails to your customers, but what are email newsletters? And how can using them help to build your business? Are they really worth your time?
Read on to find out and see just how beneficial sending these emails can be.
What are email newsletters?
Email newsletters are just that – they’re an email sent periodically, containing the latest news, updates, and content relating to your brand, products, and services.
Don’t be fooled, though – email newsletters aren’t generally used for a hard sell. They should include relevant and trustworthy content that will be valuable to the reader. If your emails come across as too pushy, you risk landing straight in the junk folder or seeing a huge spike in your unsubscribe rates.
That’s not to say that email newsletters aren’t a powerful marketing tool, though. Yes, they’re great for enabling you to keep in touch with your customers so you’re not forgotten about, but they can also be used to encourage your customers to take action, such as signing up to your event, reading your latest blog, or making a purchase.
It’s all about finding the right balance. When done well, the people on your email list will come to know, like, and trust your brand – and your revenue will soar.
4 reasons to send email newsletters
If you’re still sat on the fence about using email for your business, here are some reasons why you should consider sending newsletters:
They enable you to connect with your customers
Email marketing gives you the chance to reach your customers in a place they visit almost every day – their inboxes. According to DMA, the majority of consumers (59%) prefer email communications from brands above any other channel.
When newsletters provide valuable content and follow email best practices, they enable you to boost customer engagement and stay in touch with your audience.
Customers want to connect with the brands they like. You should send your email newsletters with the aim to build personal connections with each and every recipient.
Sending emails gives you a chance to be friendly and personable while delivering value to the reader. Your subscribers are busy people and chances are that their inboxes are already overflowing, so you need to make sure that opening and reading your email will be worth their time. If not, they’ll quickly lose trust and likely hit the unsubscribe button.
Read more: 9 Easy Ways to Improve Your Email Open Rates
They drive sales
Email marketing is an incredibly powerful tool for growing your online sales.
60% of consumers state that they have made a purchase as the result of a marketing message they received by email. A well-executed email marketing strategy can help increase brand awareness, qualify leads, nurture relationships, increase traffic to your site, and ultimately build a more profitable business.
When someone signs up to receive your email newsletters, you know they have some level of interest in your business and what you’re offering. The key is to strike the right balance between helpful content and promotions.
They can increase traffic to your website
The benefit of email isn’t restricted to the confines of the customer’s inbox – it can go beyond that.
Email can be a powerful outreach tool to target and inform your audience and to drive people to specific pages on your website. Within your email newsletters, you might want to include links to blog posts, product pages, and other online content you think your subscribers would like.
What’s more, if your content resonates with your subscribers and meets their needs, you can lower your website’s bounce rate, increase time on page, and boost conversions.
Make sure you’re using email marketing software to track and analyse the performance of your email marketing campaigns. In email marketing platforms like Wired Plus, you can see who clicked on your email and which link they clicked on, so you can easily measure the effectiveness of each email you send.
They can reach people on any device
Another reason to use email for your business is its ability to take advantage of the growing popularity of mobile devices.
According to Statcounter, mobile traffic accounts for almost 42% of all UK web traffic, while desktop equates to less than half of web traffic. It’s more than important than ever to not only ensure that your website is optimised for mobile, but that your emails are, too.
Why? Well, mobile opens account for almost half of all email opens, making it the most popular reading environment for emails. Email newsletters with a mobile-friendly design is no longer a nice-to-have, it’s a must-have.
Creating email newsletters doesn’t have to be difficult
Crafting amazing email newsletters that people actually bother to read might not sound like an easy task, but what if we told you that anyone, at any skill level, can design emails like a pro?
Most email marketing tools like Wired Plus provide a drag-and-drop editor to build your email templates in minutes – no HTML knowledge required.
With features like segmentation and dynamic content, you can easily personalise your messages and send targeted emails to the right people at the right time. You can even take advantage of our Campaign Management service and let our email marketing experts create and send your email newsletters for you.
To find out more about how Wired Plus can supercharge your email marketing, get in touch or book a demo today.