Think email newsletters are dead? Think again

Forget what you read, online newsletters are far from dead, says Keyler Weber, account manager at integrated agency Stratitude. She says when an agency creates an outstanding newsletter, people will click on it and read it – there are four explanations for this resurgence in popularity.

Agencies shouldn’t write off newsletters just yet. Here’s why agencies should be spending more time on their newsletters:

  1. It’s personal When a newsletter is personalized, you create a connection and start building a relationship with that subscriber. Compare this personalization feature to social media, radio, or print media, where your communication or brand message is seen by everyone.

Newsletters are a direct way of communicating with your audience, so use first names in the design, create VIP lists with targeted offers, and let your personality shine through in your copy and design.

  1. Familiarity counts People understand newsletters. They are familiar with how they look and the purpose they serve. We are also creatures of habit, and we take comfort in knowing that a newsletter will arrive on a certain day.

This is why it’s important to be consistent and deliver a newsletter according to a schedule. Where a subscriber has chosen the type and frequency of the content, and it is regularly and reliably delivered, you gain their trust, their loyalty, and their business.

  1. It sends the right content to the right people There is an unrelenting flood of content swamping readers on the Internet, making information fatigue a real thing. This is why people are looking for less content, but of a better quality. They want to find someone they trust to keep them updated with the information they want to read.

To deliver customized content to your audience, you need to know their preferences and identify their interests. This can be achieved by tracking their behavior. When you provide valuable, carefully crafted, and targeted content, your readers will look forward to your newsletter and open it every time.

  1. You have total control Newsletters are hugely versatile, with no restrictions on the content you include or limitations on design. You aren’t writing according to rules or algorithms, which lets you show off your brand’s creativity, while at the same time increasing brand awareness. You also own your email list, which gives you direct access to your target audience.

For one of our clients, Beyers Chocolates, we know that a monthly newsletter is an ideal platform to show off all that Beyers offers. In one newsletter, we can include their latest blogs, an on-trend animated GIF, products from their online shop, a video of their master chocolatier making a delicious chocolate dish, and photos of a recent event with a link to a gallery.

Subscribers want to open these newsletters because they are filled with content that they are interested in reading, presented in a dynamic and interesting way. The newsletters are also optimized for mobile, giving subscribers the convenience of reading the newsletter from anywhere, at any time.

First published on Sep 27, 2017