{"id":4554,"date":"2020-10-05T15:00:55","date_gmt":"2020-10-05T13:00:55","guid":{"rendered":"https:\/\/homepage.rs\/?p=4554"},"modified":"2024-02-26T13:55:47","modified_gmt":"2024-02-26T11:55:47","slug":"newsletter-the-road-less-traveled","status":"publish","type":"post","link":"https:\/\/homepage.rs\/en\/blog-en\/newsletter-the-road-less-traveled\/","title":{"rendered":"NEWSLETTER \u2013 THE ROAD LESS TRAVELED"},"content":{"rendered":"

Digital marketing was my field of work even before I got a job at the agency. I learned a lot through blogs, webinars and courses \u2013 foreign ones because there were not many domestic ones at that time. By doing that, I discovered email marketing and realized how newsletter could be a powerful marketing tool. When I started to apply it in practice and use it in campaigns, no one could convince me anymore that it was an outdated communication channel that did not give results. However, the more clients and projects I had, the more I was surprised by the fact that email marketing is used very little and that this communication channel is completely and unfairly neglected. Since then, I’ve been on a constant mission to promote email marketing wherever I have the opportunity and to include it in projects where that is possible and appropriate. And it is appropriate in many cases.<\/span><\/p>\n

If you need support in creating a newsletter campaign or strategy – contact us.<\/b><\/a><\/span><\/h1>\n

Justice for newsletter<\/b>
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The first marketing email was sent in 1978,<\/span><\/a> 20 years before most Americans had their first email address. It was received by 400 users, and it earned an incredible 13 million dollars! The goal of Gary Turk, the marketing manager who sent that email, was to reach as many people as possible and that these people hear about a new product. Sounds familiar? Exactly. Even today, for many of us who are involved in marketing, the goal is to reach as many people as possible and inform them about our product. Email marketing is still a great way to achieve this. Even after all these years, it is one of the most effective forms of marketing.<\/span><\/p>\n

Why is it then that sending the newsletter is often the road that is less travelled?<\/span><\/p>\n

Trends are partly to blame, but also our tendency to use tools automatically. Nowadays, social networks are considered mandatory elements of every campaign. On top of that, we add Google promotion, influencers, combine it all with an event, and think that is enough. Sometimes it is, but there is almost no situation in which email marketing has no role to play. <\/span>
\n<\/span>Another situation is that we have tried with sending a newsletter, but we were not satisfied with the results. I responsibly claim that if you worked with email marketing and didn’t have any results, you weren’t doing something right.<\/span><\/p>\n

It is essential to understand that email marketing is a form of direct marketing, i.e. that it is an opportunity to address the audience more directly in an environment that is much closer than social networks. Someone left you their email address, allowing you to directly contact them, to send them your message in their inbox and if you do it in the right way, you will make a big step towards building a relationship with the person who reads the email.<\/span><\/p>\n

You give one; you get 43 \u2013 Still not enough? <\/b>
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Statistics say that today there are <\/span>4 billion email users<\/span><\/a> worldwide. According to the Digital Marketing Association of America, for 1 dollar spent, an email generates 43 dollars. Yes, you’ve read that right, for one dollar invested, you get 43 dollars.\u00a0<\/span><\/p>\n

Then, 49% of respondents want to receive a newsletter from the brands they love and – to break the myth that young people don’t open emails – 73% of millennials use email as part of everyday communication. All this is enough to understand that email marketing is still one of the most valuable and powerful channels of communication. In fact, with powerful and high-quality content, strategic approach, and planned activities, email marketing is more powerful than ever!<\/span>
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Like any other channel of communication email marketing has its advantages but also challenges. First, you need to generate a quality customer base, then make sure that the open rate (percentage of open emails) is high, which largely depends on the subject of the email, then you need to create such content that the recipient of the email is interested in it and clicks on the links but also to stay on the list and doesn’t sign out after only a couple of received emails.\u00a0<\/span><\/p>\n

Sounds hard, but actually it’s enough to <\/span>know your audience well<\/span><\/a> and put their needs first. Also, to have <\/span>quality content<\/span><\/a> that justifies the trust that someone has shown you by leaving their email address. No one gives you their email address to send them content that is monotonous, boring, and that has no value. Or identical content that is already on the site and all other channels of communication. <\/span>
\n<\/span>What exactly do I mean – for example, if you have announced everywhere that a discount has started in your stores, in your newsletter, in addition to that information, add info about the items that are at the most significant discount, or are the most attractive at the moment. Your subscribers should have some benefit compared to those who have not yet subscribed to your newsletter. The benefit doesn’t have to be just an additional discount, but also information, free content, or some other perk, depending on what your business is about. There must be a difference and the reason for someone to subscribe to your newsletter, but also to remain subscribed. <\/span>
\n<\/span>If you send the newsletter in order to work with the same information that users can find on your other channels, there is no reason to open the email or to remain subscribed to the mailing list. This leads to the conclusion that for email marketing, as for any other channel, you need to create a strategy:<\/span><\/p>\n