Before the time of the blog, many companies relied heavily on email newsletters to keep consumers updated with product and company news. Thanks to technology, you can create blog posts while waiting for the dentist. Many businesses have shifted their focus to blogging, but that doesn’t mean that newsletters are less important.
Newsletters Versus Blogs
Newsletters can contain snippers that are too short to paste on your blog or too long to post on Facebook. This might include information about changes to your company or less formal announcements about company promotions or your CEO’s new baby. Used in this way, an email newsletter enables you to connect to your clients in a more personal way than you might be able to achieve.
While readers can follow your blog through RSS, there’s no guarantee that they will or that they’ll even come back. Your blog might also be too active for readers to keep up with. That’s why newsletters are so beneficial to retailers. Use your newsletter to highlight the most important posts on your blog to keep buyers in the loop when it comes to new products and sales.
Newsletters also help retain past customers better than blogs in many cases. If you collect anniversaries or birthdays from subscribers, you can bring them back with coupons on those special days. Similarly, sending out emails to customers several days after they complete their transaction or after they’ve abandoned their cart will often bring those shoppers back to your store.
The Logistics of Email Newsletters
How can companies entice consumers to sign up for their e-newsletters? Offering a benefit such as a 10% off coupon for signing up is one way. Many companies use their newsletters to alert shoppers of sales before they happen.
However, perks alone are not enough. E-newsletter design is something that any company must think about before it sends off that first newsletter. Design must be easy to read, load quickly and include links and images that are active. Even though you don’t want readers to opt out, it’s also necessary for you to include a link for recipients to unsubscribe or update their email preferences.
In the age of mobile devices, newsletters have to remain legible and organized when phones and tablets strip HTML from the newsletter. The advent of mobile browsing has led to trends in an online marketing, and simpler newsletter layouts are just one of those trends. If your newsletter doesn’t look good in plain text, go back to the drawing board. Companies such as Design Spinners have experience with E-newsletter design that can help you create an effective newsletter no matter the device that your readers are using.
Of course, your e-newsletter can always link to your blog posts, which is just one of the advantages of newsletter lists, so do not think of it as an alternative to your existing blog. Both your blog and newsletter have unique points and you must use both as needed, and together they can draw in new and recurring readers and buyers.