How to Include Email Newsletters Into Your Marketing Strategic Plan
So, we’re about to hit 2022 in a few months. With a new world of corporate branding tactics popping up (social media marketing, influencer and AI marketing, and webinars/video campaigns), will corporate newsletters still be among the priorities on the list of those marketing recommendations or are they just too outdated?
Good question! It’s all about how the newsletters are prepared, designed, scheduled, and distributed. Newsletters no longer have to be all promotional and boring. It’s time to get creative and incorporate content, images, and videos that your audience will be excited to review.
Studies still show that email newsletters are a cost-effective medium to help increase awareness and boost business. In fact, 81% of B2B marketers say their most used form of content marketing is still email newsletters. 64% of small businesses use email marketing, including newsletters, to reach current and potential clients.
Surprisingly, 4 out of 5 marketers said they’d rather give up social media than email marketing. Can you believe that?!
What is an Email Newsletter?
Simply put, an email newsletter is an email used in a marketing campaign. It is the perfect medium for building and maintaining relationships with team members, prospects, customers, friends, investors, among others. An email newsletter campaign needs to be crafted with the business strategic plan in mind.
Developing the Newsletter Campaign:
Below please find a few pointers on how to develop an effective email newsletter campaign:
Content – What Needs To Be Said?
- News. Share the most recent announcements about your company, team, partners, services, and products.
- Expertise. Include expert advice, industry news, and trends.
- Products/Services. Showcase your new products and services in detail. Include images or promotional videos.
- Spotlights. Highlight your team members, partners, and vendors. This will allow you to share with their audience as well!
- Contact Information. Be sure that your audience knows how to reach you! Share email, phone number, and social platform tags.
Audience – Who Are You Reaching?
- Know your audience. Who are they? What are their demographics? Find out what their favorite channel to receive communication is. 59% of Millennials primarily use their smartphone to check email, while 67% of Gen Z scans their inbox on mobile.
- Segmentation helps! If necessary, be sure to divide your target market into more approachable groups. Create subsets based on those demographics, needs, priorities, interests, etc. Marketers who use segmented campaigns note as much as a 760%increase in revenue.
Delivery – When and How to Share the News?
- Frequency. Don’t overdo it! Set a schedule. Monthly, bi-monthly, or even quarterly are deemed as most appropriate timing for email newsletters.
- Distribution Options. Determine your favorite email management system. Become familiar with the platform and begin setting up your campaign. Develop a branded template that will remain consistent for the year.
Remember the “Why?”:
Why take the time to draft the content, pull and filter the lists, set up the templates and campaigns, and launch an email newsletter campaign?
For Several Main Reasons:
- It assists with client relationships. – the creation, maintenance, and retention of those connections. 81% of B2B marketers say their most used form of content marketing is still email newsletters. 31% of B2B marketers say email newsletters are the best way to nurture leads. The newsletters will assist in establishing a steady contact with your prospects and clients between sales and service calls/emails.
- It’s all about awareness. Email newsletters help people truly understand your organization and its services. The content, images, and delivery all point to the company’s overall brand. Within the newsletter, be sure to include links to your website so your audience can continue to learn more about your organization.
- It showcases your experts. An email newsletter campaign enables your brand experts to share their industry knowledge, and shine as an industry leader. Provide the latest news, trends, reports, media coverage opportunities, and internal content/blog posts.
- It’s a personal channel of communication. A newsletter offers a personal touch. 74% of Baby Boomers think email is the most personal channel to receive communications from brands, followed by 72% of Gen X, 64% of Millennials, and 60% of Gen Z.
The time is now! If you haven’t included an email newsletter campaign in your 2022 strategic marketing plan, do it today. You will see the results, and your audience will appreciate the consistent updates about your organization.
Not sure you have the time or skills to develop and implement an email newsletter campaign, there’s no shame in admitting it. We’re here to help. Contact us today.
Visit us later this month to read our blog about Strategic Planning for your Marketing goals in 2022.