January 06, 2016
/ by Erin Feldman
Stop the presses. The rumors are false. Email is not dead.
It’s alive and well in the marketing space. That is, it’s not something on its deathbed or a zombie. It’s as fresh as…well, as a daisy popping up to greet the springtime sun.
Check out these stats:
See? Fresh as a daisy.
But maybe that data isn’t enough to convince you to start an email newsletter program. Read on. These 16 reasons might do the trick:
Think of the email newsletters you subscribe to. Do they all look the same? Probably not. Retail ones might more or less follow a similar format (Think: visual), but the others are as unique as snowflakes. Some are short; some are long. Some are a curated list of links. It’s one of the most versatile mediums out there. Have fun with it!
When people sign up for your email newsletter, they’ve put out the welcome mat. They want to hear from you. Don’t track muddy footprints into their inbox, okay?
People open emails on their mobile devices more than they do on desktops. So design for the small screen and think about subscribers who are on the go. How do you get them to act, even if it’s flagging the email for further reading?
If you didn’t see the desired traffic or traction with your latest content, don’t despair. Repurpose the content for the newsletter. Start the story and cut it off at the climax to get people to click and finish the tale on your site.
You may not be in retail, but that doesn’t mean you can’t sell. You can. People expect it. But selling all the time is a no-no, as is springing a sale for content or services that have been free up until now.
Actually, they should be augmented with social. If you want to drive interest and subscribes, always pair the two.
On a related note, social can grow engagement and conversation on your social networks. Include social links in each newsletter, both follow and share ones.
Organic search is hard. Paid is expensive. Even the odds with email. Direct people to a page designed to spur action, such as a social share or downloading a piece of content in exchange for additional contact information. The first helps with social activity and search results. The second is valuable for CRM.
Social is not the only channel to engage with customers. Email can even be a better engagement tool at times. It feels more personal, and subscribers respond to that.
The nice thing about email newsletters is that they either come with software you already use, or they can be integrated into it. And that means email newsletters can be tied to CRM and other tools. Customer journey mapping, here you come.
If your audience has niches, segment for them. The best way to see higher clickthrough rates (CTR) and fewer unsubscribes is to segment and personalize.
Marketing and sales will love you if the email newsletter nurtures subscribers and turns them into marketing qualified leads (MQL) and, ultimately, sales.
Good newsletters delight and keep people coming back for more. Don’t believe me? Sign up for ThinkGeek’s email newsletter. I might not buy anything right then and there, but I sure do laugh.
Email newsletters are like having a permanent chemistry lab. You can test all sorts of things, from subject lines to send times and from image-to-text ratios to GIFs.
Quantitative data only gets you so far. Send out a survey every few months to assess not only how the newsletter is doing but also customer service and other business areas.
You never hear the ROI question come up with email, at least not very often. Why? They’re easy to monitor. Add some unique URLs, and analytics and reporting have suddenly gotten a whole lot simpler and easier.
What do you think? Will you implement an email newsletter in 2016 or refresh an existing one? Let us know how it goes.
Images: jenny downing, Dru Bloomfield, Horia Varlan, Jason Howie (Creative Commons)
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