According to a Pew Internet survey, almost 9 in 10 people check email more frequently than they shop online or visit social media sites. It stands to reason, therefore, says Dean Levitt, Chief of Culture at Mad Mini LLC, that a well-crafted email newsletter can forge a great connection with customers, and help boost sales for your business.
In an article for Open Forum, Levitt points to another interesting statistic offered by Jay Baer at Convince & Convert: “44 percent of email recipients made at least one purchase last year based on a promotional email.” Why? Because when a recipient looks at your email, “you’ve got the opportunity to highlight a product, explain the benefits, and connect them to a point of sale in moments (if you do online sales).”
People are impulsive consumers. When you add incentives such as coupons, special promotions or a strong call-to-action, it’s all the impetus a reader needs to take action.
Levitt offers these reasons why email marketing can be beneficial for your business:
Four Reasons Why Email Newsletter Is Good For Your Business
It’s a Way to Connect With Customers
“Customers want to connect to the businesses and brands they like,” he notes. If your email newsletter is presentable and professional, it offers significant value - beyond sales - “by informing your customers with interesting content that resonates with them.”
Remember - people buy your product or service “because they trust you, are loyal to you, and are fans of your business.” By sharing valuable “how-to” tips or news of your industry, “you’re informing alongside your selling,” and building a valuable, long-term relationship with customers.
It Builds Your Social Media Presence
Emails including social sharing buttons have an impressive 158% higher click-through rate.
It Increases Traffic to Your Website
Prospective customers aren’t likely to come to your site on their own. An email newsletter with links to your site will drive traffic and sales. “If you want people to stop by your website, browse your content, and purchase, you need to invite, encourage and incentivize their presence."
It’s Easier Than You Think
Distributing an email newsletter on a regular basis can be daunting for many entrepreneurs and business owners. The solution? Don’t think in terms of a lengthy email message. “Selecting a single (and simple) goal for your newsletter means it’s easy to build and stay on schedule,” Levitt says, “and you avoid sinking too much time in it.”
Readers generally prefer single-topic emails regardless of how often you send them out. Levitt’s research indicates “that in over 90 percent of emails, the first link gets the most clicks.” This suggests that topics listed after the leading subject “are viewed as superfluous.” So instead of crafting a long email newsletter, “send less content more regularly.”
Keep email newsletters in mind as a powerful resource in your marketing strategies.
How do you use email newsletters as part of your marketing efforts?
