With the rise of social media, blogs and podcasts, some marketers were predicting the end of newsletters. However, two decades after their inception e-newsletters are still a powerful tool at the intersection of email and content marketing, with a bright future ahead. They are easy to set up (thanks to automation platforms like MailChimp), they are highly customizable and present the recipient’s favourite content in a polished, easily-digestible format. Newsletters have been, and continue to be, one of the lowest cost and highest return investments you can make. Today, you could count the number of websites that do not solicit your attention with subscription pop-up windows, on just one hand. We hear you thinking, “Just because everyone’s doing it doesn’t mean it’s right…” but, newsletters might be the exception – provided you do a better job than the competition. We’re here to tell you why you shouldn’t consider living without email marketing!
- Keep your peeps up to date
Today, most everyone has easy-access to information all day long. Whether it be a smart phone or tablet, people are using these devices to check their emails several times a day. This greatly increases the chances of your newsletter being opened, read and call-to-actions clicked. Newsletters are therefore a great way to announce and let your customers or co-workers know about pretty much anything that’s going on with your brand or company. From product launches, new collections, promotions and sales, to informative pieces, upcoming events, contests, and stories – you name it, the list goes on.
- Stay top of mind
As the saying goes, Out of Sight, Out of Mind! Sending a newsletter in a consistent way is a good tactic to keep your subscribers’ thinking of you. If you’re really putting in the effort to craft high-quality content displayed in appealing design, chances are people will actually start expecting it; this is why we recommend always sending your newsletter at the same time. Depending on your marketing needs, you could opt for a monthly or bi-monthly newsletter. In case you’re sending the newsletter in a different time zone, they are tools such as “timewrap” to help you schedule your newsletter for a specific time zone. Usually, Tuesdays before 9am is a good time to maximize opening and clicking rates. But, do not overdo it! Work to find the sweet spot with your newsletter, nobody likes to get spammed!
- Use it to build your brand
With a plethora of customizable tools at your fingertips, there is nothing holding you back from creating beautiful newsletters. If you still can’t find a template that suits your brand, we would be happy to help you with a custom solution. Newsletters are a fantastic way to communicate your brand personality, visually and verbally!
- A cost-effective marketing tool
As a conscientious marketer, you probably hold yourself accountable for your communication budget, and rightly so! If you’re looking for a cost-effective, professional yet entertaining way to reach out to your customers, newsletters will go a long way. Newsletters will provide you with a terrific return on investment and not to mention, you’ll save trees!
- Drive traffic back to your website and social media channels
Think of the social media pieces and blogposts that you publish on your company’s website that could benefit from a bit more traction! You could include all of these pieces in your newsletter with strategic call to action buttons and invite people to read your latest publications. After developing a newsletter for our client FirstMate, we saw increased traffic to their website and a spike in likes and shares on their Facebook channel. Newsletters are a fantastic tool to leverage and repurpose other content marketing pieces, even those that were created a months ago can still provide relevance to your audience.
- Increase the perceived value of a membership
Still wondering what everybody’s favourite topic is? Yep, it’s me, myself and I. So why not take advantage of recent neuroscientific research and make people feel they belong? Make sure to include exclusive content, promotions or events for your newsletter subscribers. Why? The explanation is quite simple: people will feel good about it and will remember you. We’ve recently crafted a new look for our client Viterra’s internal newsletter to be read in a playful e-book format. Because Viterra has different facilities throughout Canada, they wanted to share each site’s news in a one and only document featuring employees’ achievements in form of a “Five minutes with”.
- A versatile tool for both B2B and B2C marketing
Industries tend to give newsletters the cold shoulder because they’re perceived as a B2C marketing tool. Coupons and Facebook contests don’t work very well with law firms or pharmaceutical companies, and we totally get that. Beyond prejudices, newsletter really do work for both B2B and B2C marketing as long as the content you’re sharing is: helpful, educational, even visionary, you’re providing value to your audience and establish your brand as a subject matter expert.
Interested in starting your own newsletter or rethinking the look and feel of an existing one? The team at Pace Creative has helped design and create relevant newsletters for brands across North America. If you would like to elevate your newsletter game and learn more about how we can assist you, get in touch with us now!