What is an email newsletter?
In its simplest form, an email newsletter is a type of email sent to a subscriber list by businesses or individuals. This list include existing or prospective customers who have subscribed to your brand’s marketing communications and given explicit consent to receive marketing communications from your brand. Email newsletters are distributed on a regular basis and include valuable content such as guides, blog posts, news, product reviews, personal recommendations, tips, and announcements.
Newsletters are an essential component of an email marketing strategy because they enable businesses to nurture their contacts by establishing themselves as industry leaders, sharing insights, and highlighting new products that drive traffic to the website.
What are the pros and cons of email newsletters?
Email newsletters are a very popular method of nurturing existing and prospective clients. It’s inexpensive and has a high return on investment. Email marketing is a highly effective form of marketing. The average return on investment is £38 for every pound invested, and 72% of customers prefer to be contacted via email.
Consistent website traffic, webinar and other event registrations, and product sales are all guaranteed by well-designed marketing emails sent on a regular basis, such as email newsletters. Newsletters account for the majority of marketing emails sent and offer significant marketing potential.
Are you unsure whether establishing an email newsletter is the best course of action for your business? Lets take you through the pros and cons.
Pros of email newsletters
Not only is creating a newsletter a great way to keep your customers informed about new products and features, but it also has a number of other benefits.
Constant source of traffic
One of the primary reasons for creating a newsletter is to increase website traffic on a consistent basis. Organic engagement on social media platforms such as Facebook has been steadily declining. In the age of ad blockers, banner advertising is rarely noticed. Journalists and online editors frequently disregard written press releases sent via email.
Fortunately, this is not the case with newsletters. Emails that arrive in someone’s inbox are frequently seen, and the likelihood of them being opened is high, provided the subject line is compelling and the sender is recognized (so ensure your readers know who you are!). If your newsletter is well-designed and contains pertinent content, you increase the likelihood that the reader will click on the calls-to-action for additional information.
Cheaper than other channels
Money is critical to marketers. Therefore, anything that helps you save money should be a priority. And newsletters do the same thing.
Do not underestimate the cost savings associated with email marketing when compared to other marketing tools. Paid advertising channels such as banner ads, Google AdWords, Facebook Ads, and influencer marketing are significantly more expensive than email marketing.
Advanced and easy performance tracking
Measuring the effectiveness of an email newsletter is straightforward. Your email statistics provide you with all of the information necessary to accomplish this: open rates, click rates, unsubscribe rates, bounces, which user terminals opened the newsletter and when, which links were clicked on, and so on. These metrics, in conjunction with UTM tags to track engagement through Google Analytics, will enable you to accurately calculate your ROI and create newsletter content that is relevant to your target audience.
Independence from third parties
When you create a newsletter, you are completely independent of third-party services and software. Publishers and influencers, as well as social media platforms and Google, are far more likely to increase the cost of advertisements than an email service provider.
Cons of email newsletters
Wherever yin exists, yang exists as well. Or, to put it another way, where there is light, there is also shadow. While email newsletters have numerous advantages, there are a few drawbacks to consider.
Absence of physical experience
Unlike with analogue advertising media such as brochures, flyers, and magazines, email newsletters lack a tactile component. For example, a desk calendar is visible throughout the year. By contrast, emails lack a physical presence.
This reduces their durability but also makes them easier to sort and organize.
Ease of deletion
Let us be honest: emails are deleted more frequently and are more likely to be skimmed than other media. There are numerous reasons for this: an overflowing inbox, unappealing subject lines, irrelevant content, and so on.
While we can attempt to optimize our messages to avoid this, we can never guarantee a 100% interaction rate. This is true for all marketing tools, not just newsletters.
However, when the benefits and drawbacks of newsletters are weighed, it quickly becomes clear that the benefits vastly outweigh the drawbacks.