What is the Goal of an Email Newsletter?

Despite your best intentions, your company likely falls into the “out of sight, out of mind” category for customers when they’re not actively using or buying your products or services. Don’t take it personally; we all have a lot on our minds, so it’s only natural that brands don’t occupy mental real estate unless they need to. But, it’s your job to remind customers regularly that you’re still there and have solutions that can help them. This is where company newsletters come in. Now, we know what you’re thinking (or at least we think we do): Company newsletters? Cute, but aren’t those kind of archaic? The truth is, they’re not. They’re actually essential. Here’s why, along with some email newsletter tips and digital marketing metrics to keep an eye on.

Why Email Newsletters?

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Company newsletters sent via email help companies stay top of mind with customers, and therefore increase the likelihood they’ll purchase from you when they have a need for what you sell. They also help to strengthen your relationship. Think about newsletters compared to other forms of marketing communications… they’re not overtly promotional, they offer some sort of education or actionable advice, they’re often seasonal/timely and - best of all - they’re usually fun to read. They’re kind of like a mini-magazine on a topic your recipients care about… or at least, that’s what they should be.

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Goals of an Email Newsletter

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There are many reasons you might choose to compose a newsletter for your customers, but they all revolve around deepening the relationship between both parties. Here are some examples of goals to help get you started:

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• Connect with your audience - If customers only hear from your company when you’re trying to make plays and get sales, they’re bound to feel used. Your newsletter should pique your readers’ interest,  and leave them wanting to hear more from your company in the future.

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• Establish credibility - Demonstrate why you are the best choice for their money. Show how you have succeeded in your field and why you are a better choice than any of your competitors. Testimonials, case studies, and existing customer logos go a long way in the credibility department, creating instant trust in the eyes of your consumer. They are excellent proof points to include in your newsletters.

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• Educate customers - Your audience should look forward to your newsletters, because you provide insight into a topic in which you have expertise. You can use your newsletter to share your top blog posts or articles written for third-party sites, too. Your customers will walk away with value, and ideally the understanding that your product is useful - and even necessary.

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What Digital Marketing Metrics Should I Track?

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Without keeping track of your metrics, you’re operating without the lights on. The newsletter might be a fun thing to do, but you have no way of knowing whether it’s effective or not. So, avoid tripping in the dark. Turn the lights on and operate based on the clarity that metrics provide.

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A recent study found that 40% of B2B marketers identify email newsletters as the most important tactic in their content marketing strategy. Forty six percent of emails are opened on mobile devices, and are forty times more effective at acquiring customers than Twitter and Facebook combined. This means you can’t afford to miss this important tool, and it also goes to show that your newsletters must be designed for mobile in order to be easily read and received.

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You could swim a sea of metrics, but when it comes to newsletters, there are three that are most important: 1) Open rate (how many people are actually opening the newsletter), 2) Click-through rate (how many people clicked one of the links included), and 3) Unsubscribes (how many people unsubscribe after opening the newsletter). Knowing the answers to each of these questions will help you to find what works best for you and your customer.

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If you find that customers are suddenly unsubscribing en masse, it could be an indication you’re sending too many emails in which they don’t find much value. If you find your click-through rate (CTR)  increasing within a certain segment of customers, it could be a good sign that your content is resonating with that specific group. You can adjust your approach based on what the metrics tell you, in order to better engage your readers and form lasting relationships.

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Interested in making email newsletters a part of your digital marketing strategy? Contact us anytime.