How many times do you check your email inbox and find numerous marketing emails from your favorite brands? Maybe Starbucks sent you information about a new drink or maybe your gym sent you a monthly update.
Email marketing is a great way for brands to stay top of mind (or should we say “top of inbox”) with their audience. Keeping loyal customers and interested prospects up to date with your brand can lead to better brand recognition, improved engagement, and increased sales.
The Best Ways that Newsletters Can Support Your Marketing Strategy
Though newsletters are an effective tactic for reaching your audience directly, there are a few key adjustments you can make to maximize the success of your newsletter. Here are the benefits of creating a newsletter for your small business:
Make Your Audience Feel Exclusive
When people sign up for email newsletters, it’s usually because they want to learn more about a company, product offerings, special deals, and other important news that a company may share. Newsletters can have a bit more of a personalized approach than social media can, so this is a great communication method that small brands can utilize to make their audience feel more exclusive. For example, newsletter blasts are delivered straight to the personal inboxes of your audience members, so you have the power to create email campaigns that make your audience feel like they’re receiving VIP treatment.
Some brands choose to use newsletters as a place to offer special promo codes, insider access, or a first look at a new product offering. Small businesses that use newsletters in this way are more likely to increase engagement with their audience and drive conversions.
Make Direct Brand Announcements to Your Audience
Whether you’re launching a new product, hosting a special event, or announcing a company milestone, email newsletters are a great way to inform your audience about what’s going on in your company. Newsletter communication is direct to the audience, so this is a useful method to deliver your brand’s big news directly to people’s inboxes.
Most newsletter platforms allow you to track metrics, and this can come in handy when you’re announcing something new to your audience. These metrics allow you to track how many people opened and interacted with your email and may even provide you with more information about audience demographics. This provides helpful insight in understanding not only how many people are interested in your announcement but also who is interested.
Increase Web Traffic
Though newsletters are a great way to communicate with your audience, the overarching goal of email communication is to point the audience in the direction that you want them to go. This usually means pointing the reader to your company website to interact with your brand further (e.g., buy a product or register for an event). Email newsletters usually have a call to action (CTA) in them:
“Sign Up Here” “Read More” “Buy Now”
All of these CTAs can be used to direct newsletter readers straight to your company website, which in turn, increases your website traffic.
Build Relationships with Your Audience Through Database Information and Regular Email Updates
Newsletters provide small businesses with an opportunity to really get to know their audience, through access to an extensive database of people who genuinely want to learn more about your brand. This is a great way to measure who your audience is and cultivate targeted messages that prompt email recipients to take action with your brand.
Similarly, when you send your target audience email newsletters on a regular basis, your audience is routinely reminded of your brand. Repetition is a friend in the marketing world, and repetitive news blasts to your clients are a great way to solidify brand recognition and stay top of mind among your audience.
Most email newsletters are sent to databases on a regular basis. In 2022, Databox reported that 33% of marketers send weekly emails and 26% send emails multiple times per month. At EWISE Marketing & Communications, we believe that the schedule of your newsletters really depends on the nature of your business. We have clients who send emails monthly, quarterly, and on an “as needed" basis. What matters is that your company remains consistent with email communication.
Support Hiring Initiatives
When it comes to hiring for your small business, it’s important to spread the word through many avenues. Newsletters are a great place to recruit top talent, because your email database will be made up of people who support your brand and want to see you grow. We usually see newsletters attract talent through one of two ways:
Subscribers who are interested in an open position at your small business may choose to directly apply.
Subscribers who are not looking for a job change might spread the word among their networks.
Another popular method of recruiting talent through newsletters is by utilizing an internal newsletter, meant for employees, to spread the word about an open position. An internal newsletter is also a great place to remind employees of any incentives associated with hiring new talent, such as a referral program.
Create a Newsletter That Makes Your Brand Shine
When it comes to reaching your target audience directly, newsletters are a great way to engage your audience with important news, personalization, and brand updates. If you’re looking to improve your relationship with your audience, try creating a newsletter!
At EWISE Marketing & Communications, we carefully craft newsletters for our clients that help them to stay top of mind with their audiences. Check out these newsletters that we’ve created for our clients!
Wine Parties by Design: Happy Thanksgiving & Upcoming Events Newsletter
Johns Creek Symphony Orchestra: New Season Announcement Newsletter
If you’re interested in marketing strategies that help you maintain relationships with your target audience, contact us!