Newsletters, in print or digital, are one of the most cost-effective and efficient relationship-building tools available to marketers. Readers have a highly emotional response to newsletters creating a bond between the reader and the company. Newsletters are a highly engaging, customizable, targeted medium that can be used to keep in touch with current prospects and customers as well as to reach out to new business. By offering valuable content to decision makers and influencers with your newsletter, you positively engage them resulting in any number of benefits to you:
- Improve customer retention
Provide usage tips, tech tips, and links to useful resources that will address problems or needs of your readers.
- Nurture leads
Provide timely, relevant, and useful information through repeated and regular contact with your prospects and customers.
- Develop new business
Send informative, industry-related news and information that will educate your customers and prospects and help them do their jobs better.
- Establish thought leadership
Interview industry experts or thought leaders within your own company who have a valuable perspective on an issue important to your customers.
- Reinforce your brand position
Produce a case study featuring your product or service demonstrating your success with other companies.
- Drive repeat business
Identify common problems faced by your readership and suggest some solutions.
- Shorten your sales cycle
Integrate your newsletter analytics with your website and CRM data to improve your sales processes.
- Reactivate customers
Offer a well-thought-out analysis or subjective opinion on a relevant topic, idea, event, news item, product, company, industry development, book, etc.
Some research results on the value of newsletters and e-newsletters
- Email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO, according to the Forbes Media 2009 Ad Effectiveness Survey. These methods are the most crucial in providing marketers what they want most: action in the form of sales.
- 80.4% of industry executives said the email channel performed strongly for their company, according to Datran Media’s 2009 Annual Marketing & Media Survey.
- Users have highly emotional reactions to newsletters, creating much more of a bond between user and company than a website, according to Nielsen Norman Group’s 2006 Email Newsletter Usability research.
- 83% of industry executives said that email helps boost sales through other channels, according to Datran Media’s 2009 Annual Marketing & Media Survey.
- 57% of consumers feel they have a more positive impression of companies when they receive email from them according to Epsilon’s 2009 report, Beyond the Click: The Indirect Value of Email.
- E-mail’s ROI in 2008 was $45.06 for every dollar spent on it and projected to be $43.52 in 2009 according to the Direct Marketing Association’s Power of Direct economic impact study.
- 84% of companies like receiving email from companies they’ve registered with (opted-in), according to Epsilon’s 2009 report, Beyond the Click: The Indirect Value of Email.
- 69% of users said that they look forward to receiving at least one newsletter, and most users said a newsletter had become part of their routine, according to Nielsen Norman Group’s 2006 Email Newsletter Usability research. Very few other promotional efforts can claim this degree of customer buy-in.