Newsletters are the most powerful method of communication for any company. While many companies put a lot of time and energy into social media, social media platforms notoriously adjust the “reach” of your messages to your customers.
Newsletters, however, pending you don’t participate in any nefarious and ill-advised behaviors, will always reach your customers. They may choose to pass on opening them, but they will get them.
Newsletters allow your company to keep customers and clients up to date on your company’s ongoings. It also allows you to offer special deals to former customers and clients. It allows you to build referral programs and so much more.
Let’s dive into the power of the newsletter.
There are a number of benefits when it comes to newsletters. Having a distribution list is essential to intelligent and strategic marketing plans.
Newsletters Aren’t Stifled By ‘Reach’
As I pointed out in the opening paragraphs, newsletters aren’t typically subject to lowered reach.
If you have a Facebook business page, then you likely know that less than 2% of your page’s followers will see your messages via organic means. Unless you choose to pay for more exposure, many pages have found that their communications via Facebook business pages is all but dead.
Newsletters are reliant on email service provider filters. If your messages are too spammy or feature illegal content, then you will likely end up in the customer’s spam box.
But those issues aside, most emails make it into one of Gmail’s tabs (Promotions, Updates, Primary…). This means your newsletter’s subject line has a good chance at being seen.
What am I saying?
I’m saying that at least you have a chance at getting the customer to open your newsletter communication. And that’s all we can ask for, a chance…
Let’s do the math.
Would you rather your messaging have a 2% chance of being viewed or a 20% chance?
Newsletter open rates range from 15 to 30%, depending on the vertical.
Newsletters Are A More Direct Communication
Newsletters are a more personal experience.
You can address the user using their name. But even if you don’t, receiving an email, as a general concept, simply feels more personal than that of seeing a new Facebook or Twitter update.
Many companies personalize their subject lines for this very reason.
People are trained to use their email services for personal reasons, so it should come as no surprise to learn that customers feel their inboxes are for personal relationships.
As a company, you can choose to treat your customers with a more personal touch to help build a relationship. You can change the FROM name to a recognizable employee’s name.
Newsletters Can Be Automated
You can set up various automated happenings using email service software providers such as MailChimp and Constant Contact.
You can intelligently design funnels that are triggered by your customer’s behavior on your website. For example, if a customer loads up their store cart, but never buys that item, your automated mailer system can be triggered to remind them that the product is in the cart.
You can send similar offers to past purchases.
You can automate an onboarding series that welcomes the customer to your company. Onboarding campaigns are a powerful way to familiarize a new customer and client with your services and products.
Newsletters Include All People, Not Just Ones With Social Media Accounts
Not everyone has a Facebook account.
I know, that seems blasphemous, but it is true.
Additionally, many people have been turned off by social media’s addictive nature, as well as its political debate nature that often leads to animosity and stress.
Everyone has email. More people use email than they do Facebook. That’s just a fact.
In business, facts matter more than perception matters.
How To Build An Email List
Ah, the million dollar question.
There are a number of good ways to build an email list.
When customers and clients visit your website, make sure you have a non-annoying option for them to opt-in to your newsletter.
The option can be a floating bar at the bottom of your website. It can be on a sidebar. Make it enticing. Maybe offer them a free eBook in exchange for signing on to your newsletter.
Customer Info Collections
Many businesses don’t realize that when customers sign up for their services, they are getting an email address.
Why not use it?
Of course, you should offer up disclosure during the sign-up process for your services that you intend to use their email address for newsletter purposes. Allow them to opt-out immediately if they like.
Most people want to be on your newsletter if they are using your services.
Newsletters are superior to social media. Newsletters offer a much more personal experience when it comes to customer communications. You will get more clicks, more exposure, and more marketing opportunities when you utilize email marketing.