Newsletters aren’t what they used be, and that’s a good thing.
Like many outreach methods, the newsletter evolved in order to survive the digital world.
Where social media allows immediate sharing of information reaching broad audiences, newsletters allow for prolonged exposure to targeted audiences with consistent messaging.
Savvy marketing professionals realize organizations can focus on specific, and useful, information throughout their newsletter campaign.
Share Useful Information with Clients
The key here is USEFUL information. Clients don’t want their inboxes flooded with junk and no marketer wants their hard work shifted to the spam folders.
Include newsletters as part of your direct marketing efforts with target clients through announcements of products, services and even to reinforce brand recognition.
Writing informative and engaging newsletters is an art. Messages for your customer, employees and board of directors are not the same. It’s vital to know your audience and tailor all messaging to be a consistent reflection of your organization.
Gain Contacts and Clients
Become a trusted source of useful information and your organization will see increases in site traffic and a jump in client engagement.
Newsletter readers spend 80% more time on the a company’s site according to content marketing writer, Megan Radogna.
Newsletters offer a vessel for visual content that engages clients with your message without it coming across as a hard sell.
According to imaginepub.com, email marketing is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.
Internal Newsletters Keep Everyone in the Loop
Be sure this essential tool works for your organization internally as well. The importance of internal communication hasn’t faded.
With 73% of millennials identifying email as their preferred means of business communication, business leaders must utilize the internal newsletter to keep employees and investors abreast of company information.
Managers and business leaders can’t always know if their team is paying attention in a meeting or reading drafted memos. They can, however, check a read receipt for digital newsletters sent via email.
Changes in policy, personnel and even P&L statements can be shared at a glance with a monthly newsletter.
Managers can boost morale with news of employee promotions, sales wins and other good news through an organized format so that everyone remains in the loop.
While the newsletter has it’s place and benefits, it’s role is to be ONE of the tools in your arsenal, not the only one. Much like other platforms, newsletters work best when used in conjunction with other marketing efforts such as blogs, advertising and social media content.
