Newsletters are everywhere. You’re probably subscribed to a handful yourself. You get them from schools, restaurants, and maybe even your hair stylist.
This is because every company is a media company. In the new digital economy, you have to constantly publish online to stay relevant. If you don’t, your brand will drown among the million other voices competing for people’s attention.
And across all the digital marketing strategies out there—paid advertising, SEO, social media—running an online newsletter is one of the easiest and most effective. With the click of a button, you can send information directly to your subscriber’s email inboxes.
So, in this article, we’ll go over what exactly a newsletter is and the 7 top reasons your business should start one now.
Let’s get started!
What is a newsletter?
A newsletter is a mass email you send out regularly to share news and information about your business. Nearly everyone has a personal email address, so by developing an email list of customers and leads, you can have your newsletter target the right audience.
A newsletter also offers you a lot of control. You get to decide when and how frequently to send it, what type of content it includes, and how it will position your brand.
Here’s a full list of the benefits you can expect from starting a newsletter for your business:
1. Grow your business
Whether through capital funding or bootstrapping, nearly every business wants to grow. And an easy way to do that is through a newsletter.
A quality newsletter will increase your organic web traffic. For subscribers who like what they read and want to learn, your website is the first place they’ll go. This allows you to attract new customers and drive more sales. And if you ever need to scale up your newsletter content, it’s relatively easy to do. Just start small and see where it takes you.
2. Boost your authority
Another benefit of starting a newsletter is that it can help establish your authority. By educating your audience on subjects that matter to them, they’ll start to trust in you as an expert. Your brand can become a thought leader in the industry.
One easy way to do this is through customized content newsletters. Often, good resources on a subject already exist. So, curate the best content for your readers, and they’ll appreciate you for filtering out the signal from the noise for them.
But you need to curate your content wisely. Only share what you genuinely feel is valuable. Then your audience will grow to see you as a reliable authority.
3. Drive engagement
A newsletter helps drive engagement with your brand. In them, you can include links to blog posts you’ve written, sign-ups for upcoming events, case studies you’ve conducted, positive product reviews, and more. Anything that fosters interaction with your business.
Then if your readers really like what you’ve sent, they’ll share it. To make this as easy as possible for them, include share buttons at the end of each newsletter. Then you’ll see your content spread across text, messenger apps, social media, and more. And this in turn can help you grow your own social media following.
4. Announce sales, promotions, and new products
If you ever run any promotions or sales, newsletters are a nice way to get the word out. Your prospects won’t always be monitoring your website, so giving them a heads up about limited time offers and deals is a nice way to keep them in the loop.
Or if you ever launch a new product or service, your newsletter is a great place to announce it. You can also announce new products and services in a newsletter. All of this will help you drive sales and increase your bottom line.
5. Leverage analytics tools
Whatever newsletter platform you choose to use, it probably has several analytics tools built into it. They allow you to measure important metrics like your newsletter open, click-through, and unsubscribe rates.
This type of data is extremely helpful because it gives you an objective way to gauge how well your newsletter is doing. A lot of platforms also allow you to run A/B tests to determine which version of a newsletter will perform best. This way, you can make sure your newsletter continues to deliver value to your business.
6. Build loyalty
Newsletters can also help you build a loyal following. When done right, they make customers feel more connected to your brand. For example, you could highlight different employees or company events in your newsletter so subscribers can put a face to your brand name.
Maintaining a relationship with your newsletter audience also helps you nurture leads. It keeps your brand top of mind so that when subscribers are ready to buy, you’re the first brand they think of. You can even segment your audience to better cater each issue to each reader. That way, you lead them along the buyer’s journey in a way that feels more natural to them.
7. Earn a high ROI
Lastly, starting a newsletter can have a great return on investment (ROI). For every $1 that you spend, you could earn $36 in return. That’s because newsletters are pretty inexpensive to start. All you need is an email list and someone to write the actual newsletter.
On top of that, newsletters are relatively low risk. The worst that could happen is that nobody reads the email. But on the flip side, a good newsletter could grow your business to new heights.
Wrapping it up
For most brands, starting a newsletter is a no-brainer. It’s all upside. So, choose an email marketing platform you like and start with a simple letter.
Or better yet, curate some content for your readers. You probably already have some good content bookmarked somewhere that your audience would appreciate. You really can’t go wrong. So, give it a shot and see what happens!