Email newsletters aren’t dead. Even if you think this kind of content has seen better days, email newsletters are still a powerful way to stay connected to your audience and customers. As we mentioned in our article on content formats, email newsletters are a reliable staple that can still deliver on your goals. To keep them from dying, you must keep them creative, targeted, and relevant to your audience.
“Email is almost 40 times better at acquiring new customers than Facebook and Twitter” (Source: McKinsey & Company).
That’s not a statistic to ignore. While social media networks serve their purpose to help your company broadcast great content and keep you top of mind with customers, newsletters are useful to directly communicate with prospects and existing customers. When your newsletter does its job, you deliver a targeted message for a specific audience, ensuring that you both keep them informed and earn their trust as an ideal source for the content they crave, whether it is curated content with your commentary or your own branded content.
To keep audiences engaged (and away from that ‘unsubscribe’ button), you need to ensure that you’re offering them valuable content in every email you send them. This creates anticipation for your newsletter because they know it helps keep them informed, entertained, and delighted. Holistically incorporating your calls-to-action and links back to your site are not as much of an imposition when your reader has just enjoyed and found value in the content you provided.
Notably, people actually prefer to interact with brands via email instead of social media and the conversion rate is much better. Newsletters go right to where they are and are ready for your audience when they want to interact with you and the content you provide. Social media is very in the moment and your audience is more likely to miss your message. They’re both part of a balanced content strategy, of course, and can serve as excellent complements to each other, with social driving newsletter subscriptions and newsletters including social links to provide that extra connection to your audience and customers.
It’s not only the content that matters, but the visual presentation of your emails matter as well. Keeping the design responsive for mobile consumption, images relevant to the content, as well as color use in mind, remain important in making your newsletter visually appealing.
For some great advice on creating better email newsletters, read on:
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Faster Email Newsletters: See How MultiView Produces 100’s of Newsletter at 4X Speed
MultiView is increasing revenue and expanding services by using PublishThis to produce their newsletters. Learn more about their success in the Client Success Story.
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