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Email newsletters

Four reasons why your organisation needs a newsletter


As a cost-effective way of building relationships and keeping your organisation at the top of your client’s minds, an email newsletter cannot be beaten. But did you know they can also provide valuable data about the people on your mailing list?

1.       Email newsletters deliver a high return on investment

For every £1 you spend on an email campaign, you get back £38-worth of business, says  Campaign Monitor. And the effect is enhanced if you choose to personalise your emails – this is according to eMarketer, which says that 81% of online shoppers who get emails based on their previous shopping habits are more likely to make another purchase off the back of a targeted email. Emails are cheaper and simpler to organise than direct mail, too, because you do not have to deal with printers, postage or physical delivery.

2.       Email newsletters improve your relationship with your clients

Your newsletter is a direct link to your clients. A regular message from you showcasing your products or services and sharing your innovations will keep you at the front of your recipients’ minds. You can encourage recipients to open your emails by offering extra content not available on your website. This might include exclusive offers, or insights into what you are passionate about. Your email newsletter also encourages your clients, customers and potentials to think of themselves as an exclusive community, which will increase their loyalty to you and make them more likely to recommend your product or service to others.

3.       Email newsletters give you measurable data

A carefully constructed newsletter can give you a whole lot of information about your recipients. For example, you can track who is opening your emails and who is following the links to your website. And you can also check the response to the calls to action (CTA) you have made. You can even use A-B testing to see which messages or CTAs are most effective. Not only that, but the data you collect in your email list belongs to you – unlike data from social media.

4.       Email newsletters can be targeted

You can use this data and other information you hold about your customers to break your mailing list into smaller groups based on particular criteria – this is known as segmenting. And having done that, you can send targeted messages. For example, you may know that some of your clients often order a particular product or service at a particular time of year. A targeted email with a few tips or an offer sent out to that group shortly before will encourage them to call you with an order.

I’m convinced. How do I start sending out newsletters?

There are plenty of how-tos explaining the merits of different newsletter services, and lots of advice on planning and writing content (we like  Campaign Monitor) for a professional-looking newsletter.

However, if you’re finding that your email newsletter keeps slipping to the bottom of your to-do list, then remember that Eonic offers a range of tools (and web strategy experts) to help with everything from collecting addresses, preparing a newsletter and analysing the data your mailout returns.

Call now to discuss your needs with a web expert on 01892 534 044