Whilst email marketing will always be one of the mainstays of digital marketing, how you use email marketing in each digital marketing campaign could be subject to change. By that, we mean that marketers, brands, and companies will all use email in different ways, depending on their objectives and their audiences.
One of the cornerstones of email marketing is the email newsletter, although the term is often misused. Many of those using email marketing say they have a newsletter but what they are actually sending is a normal email, and most likely a promotion. That does not fit the definition we have of a newsletter.
By newsletter, we are referring to emails that are sent primarily on a specific schedule, that tend to be longer than normal emails, and which contain several clearly defined sections, many of which will be regular features. The form a newsletter can take may simply be a text email, although some marketers and companies send newsletters as pdf attachments, or their email includes a link to download a pdf.
Whichever format is used, having an email newsletter provides those who send them many advantages. In this article, we are going to focus on just 5 of them, but they are the 5 advantages which we believe are the most significant.
It Is An Ideal Way To Create And Augment Your Relationship With Your Subscribers
Whilst people can receive hundreds of emails a day, few of them are emails that they look forward to. That is not the case with a newsletter. With a newsletter, yours can be one of the emails your subscribers are happy to receive and open. In addition, if you provide excellent content within your newsletters, you will be cementing your relationship with your subscribers, making it more likely they follow the calls to action you include in the promotional emails you send them.
It Gives You More Scope For The Topics You Can Discuss In Your Emails
When you send a single email, it is difficult to talk about more than one subject without it becoming too long and too wordy. By its nature, a newsletter can be a long email and as long as you break it down into clear sections, your subscribers will happily read through it.
As a result, you can discuss and write about several subjects within your newsletter, and if you have more than one product that you wish to promote at the same time, it does not seem like overkill doing so in a newsletter.
It Is A Great Way To Repurpose Other Content
You are likely to have multiple audiences that access your content in various ways, for example on social media, on your blog, your YouTube channel, and your email subscribers. This provides you with an excellent opportunity to repurpose content.
One example of repurposing content would be a blog post that you edit down and turn into a section within your newsletter. You could also use your social media posts, and include links in your newsletter to your podcast and YouTube channels.
It Is Highly Effective For Promoting Products And Services
As newsletters do not appear to scream out that they are sales pitches or promotions when your subscribers are reading them there are fewer barriers up to any sales or promotional messages you might include. For this reason, you are likely to find that conversions for a promotion in your newsletter are higher than those for single emails promoting the same product.
It Increases Your Authority And Reputation
As you continue to publish your newsletter regularly you are building your reputation and your status as an authority on the subjects and the business niche that you write about in your newsletter. Trust and authority are huge currencies online for any business owner, and the more yours are worth due to sending a regular email newsletter, the greater the rewards for your business.