Are you sure that your important news items and crucial messages are reaching out in time? Do you know that you are maintaining the trust of your customers, suppliers and employees? Or, is your business lagging behind as regards digital communication and marketing? If this latter is the case, then it is time to take your communication to the next level. We here examine the vitality of the cost-efficient communication channel offered by electronic mailouts and newsletters. Tips on how best to use this channel are also included.
Advantages of digital newsletters
Digital newsletters have many advantages as regards communication. One of the most important is the opportunity to lead traffic to your website via a link. With the right tools, you can efficiently and rapidly send mailouts to an unlimited number of recipients.
- You build loyalty.
- Your website gets more visitors.
- The response is readily measurable.
- It is easy to carry out polls and surveys.
- Tailoring content to target groups is easy.
- Brand building is facilitated.
- Consent means committed subscribers.
- You have an excellent channel for information and sales.
- Cost is low and return on investment high.
Tailoring to target groups and personalizing
Sorting recipients into different segments is easy. It also enables you to structure and tailor your messages to the correct target groups. You can then filter your mailouts so that a certain type of message reaches a desired target group. This individualizes communication – you are addressing individuals rather than a band of people.
When you have access to information about which subscribers opened which links in a newsletter, it becomes even easier to tailor messages to target groups and refine the content.
Measure response immediately
Unlike other media, email marketing gives an immediate and clear indication of campaign impact or how many people read a communication. As soon as a recipient opens a newsletter or clicks a link, the sender is made immediately aware of this. You have real-time monitoring of the number of opened newsletters and clicked links. This enables you to draw conclusions about what is working well and what not so well. In other words, you automatically get valuable input for further development.
Build your brand and get closer to your customers
Via electronic mailouts with relevant information and content that give readers added value, you create stronger bonds with your customers. You also have the opportunity to position your company as an expert in your field. This builds trust and loyalty. Content that has the right tone and quality gives customers, old and new alike, the reassurance that they are in good hands.
If you enable customers to interact with each other and to participate, you learn more and get closer to them. For example, simple and quick surveys can be inserted in newsletters. Questions can be related to newsletter content, customer needs and wishes or prevailing conditions. With rapid feedback, you no longer have to wonder and guess how things really are.
High response through consent
The difference between email marketing and either web or direct advertising is that email recipients have consented to receiving the information. This, by itself, is enough to ensure that newsletters get a far higher response.
On top of this, distribution costs are low. Consequently email is an immensely efficient form of marketing for your company. In principle, an hour is sufficient to shape an idea, create content, publish and get a response when using email. As regards reaching a large number of recipients at a low cost, no other channel can compete with email.
Delivering at the right time
Via scheduled mailouts and so called trigger emails, you can communicate at the right time. Scheduled electronic mailouts mean that you can deliver at the times it is most likely that content will be read. A trigger email is an automatic email, or series of several emails, that is triggered by an activity or a set event. As soon as a customer or visitor has registered an email address on the company’s website, the use of trigger emails can start. Using automated targeted communication, you can take a stride forward with marketing while also saving your resources.
Don’t become speed blind – focus on content and layout
Are newsletters an information channel or a sales channel? The answer is, of course, both. Newsletters serve as a sales channel, but in a different and more long-term way. You nurture customer contact, good business relationships and goodwill for your company. However, this is conditional on maintaining a quality information channel.
Newsletters can draw highly emotional responses from their readers. This places immense demands on quality and usability. Today’s email readers rapidly see through all too evident sales talk. If information is not of immediate value, newsletters are thrown away and readers may unsubscribe.
The simplicity of email marketing makes it easy to become speed blind to other tasks that are popping up in operations. However, although streamlining and rationalization are worthwhile, you should never compromise the quality of both texts and layout.
Clear and attractive communication is now more important than ever for getting your messages across. This is why many enterprises engage external writers and qualified graphic artists to ensure the maximum readability of newsletters.
Using a base template for your newsletters helps ensure your communications are always consistent and well-planned. It also facilitates the entire newsletter process. Instead of having to create new templates for every mailout, you can start work right away.
As a rule, both page-opening and click frequency are considerably increased by an attractive, well-written newsletter tailored for the web. Quality also has a major role in the increased retention of subscribers for future editions. Regardless of whether you engage help or keep things in house, a dependable tool is critical for the efficient setting up of powerful email marketing.
On our website, here in the blog and in our newsletter, you will find plenty of tips on digital newsletters and email marketing. Read, for example, Email marketing using newsletters – Best practice.