In the early days of the internet, businesses sent out wordy e-newsletters in an effort to create a client base and make sales. They were probably effective at the time but now our tastes, technology, and attention spans have changed.
Now, we receive many sorts of emails from businesses including welcome emails, promotional emails, confirmation emails, and more. A lot of these are image-heavy with just a few lines of text and a link to the product and service. All of these come under the umbrella of email marketing.
Email Campaign vs. Newsletter
An email campaign is a planned email marketing strategy intended to guide prospective customers through a funnel to get them to purchase a good or service.
A newsletter might be part of the strategy of that email campaign but it doesn’t have to be. In fact email campaign might be better served by using another form, like a promotional email.
Newsletters are different from a typical marketing email because of their content. Generally they are:
Personal and a bit informal
Relationship– not sales– oriented
Have more text content, fewer images.
Are sent on a regular basis
Why email matters
Our instinct might be to feel that we are “bothering” people with emails that promote our business or product. It’s true that we all receive many marketing emails (!) but that’s because it is an effective marketing strategy.
Here are some statistics to consider:
59% of marketers say that email is the greatest source of revenue.
61% of consumers say email is their preferred channel to be contacted by brands.
61% of consumers say they’d like to hear from a brand at least once a week, and 86% would like to receive a marketing email at least monthly. (Source zerobounce.net)
As a personal example, I have a product-based client who I encouraged to start using e-mail marketing and almost every newsletter we send out receives a response which turns into a client. That is an incredible return!
So if you sell a product or service, consider adding email to your marketing strategy!
How to do it
Here are some ways you can build your list:
Add an opt-in banner or pop up to your website.
Publicize on your social media. You can do this on a regular basis because not everyone will see it the first time around. Also, some people need to be asked several times before they take action.
Give an incentive for people to join, such as a freebie or insider information.
Let them know what they will be receiving; give them a taste.
Hey, we’re all busy, so the idea of adding yet another thing to your to-do list might be overwhelming. But after considering the value and benefits, here is a way to think about your marketing content, not as distinct elements, but as part of a complete strategy where each piece builds on the other:
Write a comprehensive blog post which speaks to your audience and solves a problem for them.
Excerpt a part of that blog post for your email and add a “Learn More” button which goes back to your blog post, thereby sending more traffic to your website and improving SEO.
Add a graphic to your social announcing the publication of the blog post with a link in bio.
Over the following weeks, excerpt key points of the blog post into social media posts, Stories, or Reels. In each, you can link back to your blog post and/or encourage people to sign up for your mailing list to learn more or get early notice of blog posts.
So instead of a email marketing being a burden or a source of embarrassment, look at it as an another avenue of engaging with your community and/or making sales of your product or service.