*Ping!* You've got mail! Ugh, another newsletter. Is anybody still waiting for those? What value does a newsletter add to your business? The answer is simple. If you do it well, your newsletters can be a valuable communication and promotion tool. Want to know how? Sit tight, because we're going to immerse you in everything mail.
How valuable are newsletters?
Everyone gets newsletters. Some you swipe straight into the bin, others you read from top to bottom. What makes the latter so different? No clue? They bring content that's relevant to the reader.
So where exactly does a newsletter's power lie? Glad you asked. An email address is the golden key that lets you address a customer personally. You often have more information about that customer: gender, age, buying behaviour and so on. With the help of everything you've gathered, you can fine-tune your message entirely. Done well, it can also get the reader to take a certain action by adding a call to action. On top of that, email marketing brings data with it. A source of insights ready to be analysed.
Let's talk numbers
Yes, numbers! Something we Hippos get very happy about. When your newsletters are sent through a professional tool, you collect data about your mailings. That data tells you everything you need to know. Which numbers are key when analysing your data? Here they are.
Open rate or view rate
What percentage of recipients opened your newsletter?
Click-through rate (CTR)
What percentage of readers clicked a link in the newsletter?
Bounce rate
How many newsletters weren't delivered?
Unsubscribers
How many people clicked the link to unsubscribe from your newsletter?
So it's super easy to examine the effectiveness of your campaign and tune your mailings entirely to the reader. Not completely convinced yet? Research shows that for every euro you invest in email marketing, you earn back 30 to 35 euros. So it's definitely worth the effort.
Things worth mentioning
Please, no more boring sales pitch in your newsletter. Your reader is probably on the sofa enjoying their evening. So don't bombard them with dull talk. Bring value and show that you're an expert in your field. Share good tips and tricks, highlight products in an enjoyable way, cover developments in your industry — the possibilities are endless. What do many businesses overlook? The frequency at which they use email marketing. Go for a realistic rhythm, but bear in mind a minimum of one newsletter a month.
Conclusion
Writing a newsletter. It's nowhere near as easy as it looks. Think about the subject line, visuals and copy. We hope we've set you on your way at least a little. With the right combination of these elements you create a happy customer who reads your newsletters with pleasure and gets inspired by your content. Sales guaranteed.
Can't see the wood for the trees? In comes Mailing Hippo. We're happy to take this task off your hands and add an extra marketing channel to take your business to new heights. Get in touch or book a no-obligation advice call.
