E-Newsletter: Pros and Cons
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Needless to say, no marketing strategy is effective if it doesn’t address the digital channels. Digital marketing is what every business does today to gain exposure, connect with customers, and promote their brand. Platforms like social media, videos, blogs, and other contents are just among the many things that businesses capitalize on these days to reach their marketing goals.
When it comes to digital marketing, it is hard not to include email marketing in the picture. Aside from being a very cost-effective method, it is also (up until now) is the best way to generate leads. Despite the booming social media trends, email marketing gives endless opportunities for businesses to promote their brand. But to ensure a high rate of deliverability and high open rate of email campaigns, every business owner or marketer should ensure that they verify email addresses of their leads (subscription list).
A popular email marketing approach is the e-newsletter. You’ve probably received many newsletters from the companies you’ve transacted within the past. E-newsletters are publications that are sent by businesses to their customers (and prospects) on a regular basis, which cover topics that interest them.
And now that you’re promoting your own products or services, you might be wondering – should you do e-newsletters as well? Are they really worth the investment?
To help you make the right decision, we’ve summarized the pros and cons of e-newsletters.
It’s less expensive.
Email marketing is not only powerful. It also costs less than other forms of online marketing. Statistics show that more than 80% of marketers spend between 0% and 20% of their budget on emails, although it is recommended that you allocate 16% of your marketing budget to get the best results. Sending emails to a million subscribers should only cost you less than $200. If you’re working with a digital marketing agency, you can expect to pay between s$300 – $500 per month. Email marketing has one of the highest returns, standing at 4,300%. This means you have a return of $43 with every dollar you spend on e-newsletters.
It’s a great way to connect with your customers.
Sending e-newsletters is a wonderful way to keep in touch with your past and existing customers. Since subscribing to your email list is a requirement before people receive newsletters from you, it’s more likely that you are connecting to those who are already interested in your products or services. Some companies send e-newsletters weekly, bi-weekly, or monthly. By keeping them updated about your latest offers and other happenings in your company, you are set to build a solid relationship with your leads.
It boosts customer engagement.
One way to keep customers engaged is to provide them valuable information. Aside from promoting your products or services, e-newsletters can include blogs, videos, and other contents that will help your target clients find the answer to their questions or the solution to their problems. You can send tips, instructions, and how-to articles to your customers or prospects.
Perhaps the biggest downside of e-newsletters is that they can get too spammy. It is important to send the campaign in small batches and conduct email verification to reduce the bounce rate. It is important to put emphasis on creating valuable content because customers have higher expectations on newsletter content. Make your newsletter more personal to drive engagement among your readers.
System (and human) errors can have a negative impact on your reputation.
Make sure that those who opted out of your mailing list don’t receive newsletters from you anymore. Additionally, give customers an option to not subscribe from your newsletters after making a purchase or contacting you. Also, proofread your email content several times before sending. Even minor grammar errors can give you a bad rap.
You need a lot of time, effort, and resources to create one.
To create an e-newsletter that will bring you more qualified leads, you need high-quality content. You may need a team of talented writers and creative designers who will put together information in one amazing content. Successful newsletters require a team effort. They should not only contain special offers or product advertisements; they should provide valuable information too.
Email marketing is a great strategy to connect with your customers and expand your market reach. Sending newsletters let you build a solid relationship with your clients by boosting customer engagement and providing valuable information. But if not done right, they can just end up in your customers’ spam folders. Should you decide to start a newsletter campaign, take time coming up with a unique and creative idea. Invest time, effort, and resources on producing quality contents as it is the only way to establish a highly engaged pool of readers who will be more than happy to purchase your products or services.