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What Is An Email Newsletter and Why Every Business Needs it

Anytime you go onto a website, you are almost certain to find a spot on it where you are asked to sign up for their newsletter. With billions of email addresses out there and people frequently checking their inboxes throughout the day, it is easy to see why businesses have turned towards email newsletters as a way to communicate with people who are interested in their business. Sending out newsletters in a strategic way that can help drive sales and build long-lasting relationships with customers.

What is an email newsletter?

An email newsletter is a newsletter created by a business that provides their subscribers with regular communication via email. These types of newsletters provide information to a large audience in a way that benefits both the subscriber and the business.
Email newsletters may be sent out weekly, bi-weekly, monthly, or quarterly, depending on what sector the business is operating in and the type of audience they have. The main goal is to keep it consistent with what works best for the company.
The contents of an email newsletter are strategically curated to convey a message to the recipient. Having a variety of different types of newsletters going out helps keep things interesting for the subscribers. Some different types of content that can appear in an email newsletter include:
  1. Industry news
  2. Business updates
  3. New products
  4. Promotions
  5. Polls and surveys
  6. Team member spotlights
  7. Customer feedback
  8. Monthly Recaps
A one sized approach does not fit all when it comes to email newsletters. It is important to understand your goals and audience so that you can come up with an approach that will best benefit you as a business.
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Why every business needs to be sending out email newsletters

Now that we have an understanding of what an email newsletter is, it is important to understand why you need to be implementing this form of communication into your business. Understanding the why will help increase engagement and help your business grow.
  • Staying on the top of your customers minds
With family, friends, work and the general busyness of life, it’s easy for things to slip the mind. An email newsletter that is consistently being sent out at regular intervals is one great way to keep your business on your recipients’ minds. Having these regular reminders sent out will help ensure that your customers will reach out to you when they need a certain product or service.
  1. Providing personalized content
An advantage that email newsletters have that other forms of content do not have is personalization. Email newsletters allow for you to personalize the contents within the email to each individual subscriber.
This can be done through something as simple as adding the recipient’s first name in the subject line and greeting. Doing this helps convey the message to them that they are a valued subscriber and are more than just an email address.
People are also more likely to click and open an email if it is personally addressed to them. This can lead to an increase in your click-through rate while also encouraging them to engage with your business.
  1. Teaching subscribers about your business
A newsletter is a fantastic way to teach those interested in your business what it’s all about. You have the opportunity to inform your subscribers about things such as the services you provide, products you offer, projects you’ve worked on and events that you are holding. Keeping subscribers informed and up-to-date helps build that trust needed to maintain a long-term relationship with them.
  1. Generate analytics to improve your communication
Analytics are the most crucial way to measure how your newsletters are doing with your subscriber list. When you send out that email newsletter, a lot of important information is collected and turned into data for you to use. This data includes open rates, click through rates, and unsubscribe rates. They are all useful measurements to see how your subscriber list is responding to your communication.
This information allows you to see what types of newsletters work with your subscribers and which ones may not resonate with them. With this information, you can make informed decisions on how to change the contents within a newsletter to increase engagement or whether you can be keeping the content the same.
  1. Cost effective marketing strategy
Email newsletters are a cost-effective way of marketing yourself to your subscribers. They do not cost as much as other traditional advertising campaigns. Traditional advertising campaigns take a lot more time to plan out and cost a significant amount more for materials, equipment, and fees. An email newsletter only requires someone to write the content and someone to create the graphics for it. In certain cases, that may even be one person doing both. Reducing your costs can help improve your ROI and put your business in a better financial position.
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  1. Generating traffic to your website
As mentioned previously, subscriber engagement with your newsletters and business is extremely important. Generating traffic to your website is easy to do through an email newsletter. There are plenty of opportunities to link your website within the newsletter and many opportunities to encourage your subscribers to visit it. Increased traffic by sending out creative newsletters can, in turn, lead to increased sales for your business.
  1. Convenience of automation
With email newsletters, you have the convenience of automating the process of delivering content. Automated email newsletters are automatically sent to your subscribers based off the analytical data you’ve collected. With automation, you can have certain emails go to certain subscribers based off of things like their behavior with previous emails and their interests. Automating email newsletters and having your subscribers receive relevant information helps keep them engaged with your business.
As you have seen, email newsletters offer a variety of benefits to businesses that use them. Knowing what your goals are, strategically planning content, and figuring out the best schedule for the newsletter to go out, will help you increase trust, loyalty, engagement, and sales for your business.
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author avatar
Bhuwan Sharma
Bhuwan has over 25 years of experience as a management consultant, senior management, and as an entrepreneur. He is known for his problem-solving skills and ability to launch and grow businesses. He has developed business and marketing strategies and executed them successfully.
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