‘The world of email marketing is outdated.’

‘You can’t live without email marketing in the roaring twenties.’

‘Newsletters? Let’s flock to social media instead.’

We bet you hear lots of these every day, contemplating whether you should devote your time and resources to newsletters these days. But the truth is - you’re free to choose whatever works for your business best and delivers stable ROI.

However, it’d be blatantly false to cast away newsletters as an unviable medium.

Email marketing is a powerful tool to connect with your customers and drive more sales. And most importantly, newsletters add a personal touch to your marketing and reach your audience directly in their inbox.

Email marketing in 2022: Dead or still kicking?

Short answer: bringing your marketing efforts to inboxes has never been more effective than now.

With that in mind, let’s add some more rationale to the potential of newsletters at this time and age:

• In 2019, global email users equaled 3.9 billion (Statista, 2020). This figure is projected to grow to 4.6 billion users in 2025 (that’s half of the world population!)
• 81% of B2B marketers herald email newsletters as their most used form of content marketing.
• 64% of small businesses use email marketing to reach customers.
• The Globe and Mail raised retention rates by 140 percent when they emailed subscribers with the highest propensity to churn.
• For every $1 you spend on email marketing, you can expect an average return of $42 .
• The global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027 .

Sounds appealing, right?

But that’s just a sliver of all the benefits newsletters can bring to the table. So let’s wrap these statistics into some more reasons for investing in email marketing.

Reason #1. Newsletters are cost-friendly

On average, a mid-size business spends around $9 - $1,000 per month on email marketing provided they DIY their campaigns or $300 - $500 per month if they hire an agency. That - compared against the average of $4,000 to $7,000 per month for a social media campaign. What’s more tempting is that $1 spent on email marketing typically provides a return of $45 to $50.

The most common barrier to establishing a regular email newsletters regimen is that many people view it as a chore. However, email marketing can be largely automated, which also contributes to its cost-effectiveness.

And the best part about automating your newsletter campaign is that it only needs to be set up once. From now on, they’ll automatically generate sales without manual input (excluding content creation).

Speaking of sales.

Reason #2. Newsletters boost sales results

According to Optin Monster, around 60 percent of consumers have made a purchase that was a direct result of a promotional newsletter they received. Compare that with 12.5 percent of consumers who say they’d consider using the ‘buy’ button on social media. The winner is obvious.

The reason behind the sales potential of newsletters lies in our innate need to feel special. Brands can use this feeling as an impetus to yield better results. By including only-for-you content into newsletters (coupons, special deals, etc), companies show their appreciation for regular customers. This, in turn, leads to more purchases, including repeat ones.

Reason #3. Newsletters get you closer to your customers

One of the marketing commandments reads - Thou shalt be where your customers are.

This will not bring you to the Promised Land. But sharing the same whereabouts will certainly strengthen subscriber engagement and keep you connected to the audience. Considering the number of email users, your chances of catching up with your customers are impressively high.

Customers also want to establish a relationship of trust with businesses and brands they like. Reaching out to the audience in person is what builds this credit - and that’s exactly what newsletters are doing.
Create a story, use powerful subject lines and polished newsletter design…and voila! You get the luxury of a personalized experience that goes beyond sales.

Reason #4. Email marketing drives traffic to your website

Newsletters work wonders. But it doesn’t mean you have to give up on other channels. In fact, all your marketing efforts can complement each other, exchanging traffic.

According to the Salesforce blog , over 80 percent of users open emails from companies. It means you have 80 percent of additional traffic that can support, say, your blog.

Thus, you can dedicate a weekly newsletter to showcase your social posts or blog posts you published this month. If you link your newsletter to the website, the traffic will be directed straight back to you, bypassing tricky Google algorithms and backlinks. Thereby, a newsletter will aid you in growing other channels by increasing organic website traffic.

Reason #5. Newsletters promote your products and services

Long gone are the days of street criers hawking their products and services in open-air markets. Today, we have recommendation engines, fancy designs, and immersive experiences to lure the customer.

And newsletters seem to be the most affordable and easiest way to promote new offerings. Launching a new service? Let your customers know about it! Promoting a product? Create a sense of urgency by making it available for a limited period. Marketing tactics may vary, but they can all be perfectly wrapped into one, engaging and cool-looking newsletter.

Wait. That’s all?

No, it’s not. There are hundreds of reasons to create a regular rhythm of newsletters, be it for a retail company or a technology vendor. And while sales are frequently the objective of email marketing, the main priority is to establish a relationship with clients, which can lead to other long-term benefits for a company.

So instead of cutting Amazonian trees for a product brochure or wasting marketing dollars on social media, try newsletters next time. Those are much easier on the environment and your financial resources.

Created with help of Tatsiana Isakova

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