Email newsletters are huge and can majorly increase your sales and following as a business, if they are done right!
Using email newsletters as part of your marketing toolbelt can be highly effective and valuable, however, they need to have a purpose behind them.
The Benefits of Using Email Newsletters in your Marketing
Firstly, it’s important that you understand the benefits of email marketing and what it can do for your business.
Targeted audience – Email marketing can reach a wide level of audiences in one go and can even be made more specific to target certain parts of your contact list if needed. This enables you to send out the right message to the right people and increase your levels of engagement.
Increases brand awareness – Brand awareness within your business is another important key factor. By sending out email newsletters to your subscribers on a regular basis, it helps to further grow that connection they have with you and by keeping your business in their minds it will help to solidify the loyalty and trust they have with you over time.
Cost-effective advertising – Sending emails are a fairly inexpensive way of advertising yourself, in comparison to the more traditional practices such as leaflets, posters, or adverts. There are no printing or recording costs involved, only a small cost to set up and run your email newsletter depending on the platform you choose to use. You can target a much larger audience via an email subscribers list than you can with leaflets that often get forgotten about!
Measurable results – The majority of email marketing platforms will allow you to track your analytics, meaning you can measure the number of open rates, click-through rates, and the level of engagement on each email you send. This makes it easier for you as a business to see what type of content is getting the best results, then enabling you create more content like it.
Automations – Again, most email marketing platforms will allow you to set up automated emails, helping you to build the best customer journey and save you time in the process! As a business, it can be difficult to manage time, especially if you have a large customer or client base. Automated email marketing will allow you to follow up leads, set specific triggers that help to drive traffic and even set time-sensitive promotions through limited offers and discounts – all of these can help increase sales as they provide a sense of urgency to the reader.
Accessibility – Email marketing is a great tool to ensure that your message gets out to a large audience. In the current world, almost everyone has their mobile with them throughout the day, and so, making it easy to reach people no matter what time of the time it may be.
Personalisation – Most email marketing platforms will allow you to personalise the content and address the recipients by their names. It has been shown that this can lead to a stronger connection with customers, helping to deepen your brand awareness and increase engagement rates.
How to Start an Email Newsletter
Now you know why you should start an email newsletter, let’s dive into how!
- You need to give people a reason to subscribe! This can be through a targeted offer, a free gift or something exclusive that makes them feel wanted and valued. Simply asking them to sign up is not enticing enough. This can be featured throughout your social media channels and on your website landing page. If you are a product or service-based company for example, you don’t want to offer your best-selling product for free, but you can certainly offer a 10-20% discount. This is your chance to get creative with something that will draw potential customers in.
- Before starting an email newsletter, it’s important to outline a goal of what you want to achieve from it. This could be for various reasons such as introducing new products or services, increasing your sales and overall traffic, and even help to grow your social media presence and following. It is best to stick with one of these goals to concentrate on, because if you try and do too much in one, it will overload the reader and dilute the message you want to get across. Now, we’re not saying that these won’t all go hand in hand, because often by growing on social media or introducing new products, majority of the time, sales will naturally increase too. But it is key to do one and do it well.
- Subject lines are your best friend when it comes to email marketing. No one wants to read something that doesn’t grab their attention within the first few seconds, so by writing a catchy, interesting, or even sometimes controversial subject line will help to enhance open rates. ‘Personalizing email subject lines can lead to higher open rates—as high as 50%!’. Your subscribers need to think that there is something valuable in what they are going to read.
- Just like the subject line, you need to make sure that the opening line also hooks your readers. Your opening line needs to still be relevant to what the rest of the email is talking about, but it needs to come in with a bang, get straight to the point and make readers not want to close the app.
- Consistency is key. We all know how annoying email spam can be, and how emails can very quickly mount up in our inbox until all of a sudden it feels like you’re trying to climb Everest! So, when using email marketing you will need to devise a schedule that allows your subscribers to keep up to date, but without annoying them. Your subscribers obviously expect to hear from you on a regular basis, but you don’t want to go into overkill and force them to unsubscribe by overdoing it. Find a schedule that works for you and your readers and stick to it!
- Lastly, the closing line is just as important as the subject and opening line. This is the lasting thing that your subscribers will read, so it needs to be something that urges them to take action. For example, that could be purchasing your new product, leaving you a review, recommending to a friend, following you on your social media channels or clicking a link in the newsletter. The closing line needs to be relevant and memorable.
Email marketing is growing fast, and your business will too if you follow the steps we have outlined in this piece. But we understand that sometimes it can take a little while to start the process.
If you feel that your business would benefit from starting an email newsletter, but you aren’t sure where to begin or simply don’t have the time, then get in touch to see how we can help!