Purposes

An email newsletter purpose is to keep your subscribers informed about your company, products, and services. Generally, these emails are not about selling; they are about fostering customer loyalty through valuable content. However, websites, blogs, or e-commerce often use newsletters to promote a product, content, or article, communicate an event, or engage in remarketing efforts

The newsletter could aim the following:

• Information and knowledge
• Advertising and marketing
• Traffic generation
• Brand awareness and recognition enhancement
• Inside sales 
• Sales increase
• Social media profiles promotion
• Building relationships 
• Building expertise
• Widening your scope

Importance of Email Newsletters

• Reachability — Email is used by about 3.8 billion people. On average, 281 billion emails are sent and received every day.
• Reliability — Email marketing generates nearly 4000 percent return on investment, and email newsletters are a big part of it.
• Personalization — When creating email newsletters, consumer behavior and tastes are generally considered by email marketers. This strategy works because tailored emails promote things that individuals are more inclined to buy.
• Credibility — use newsletters to reveal future industry trends or a behind-the-scenes look at your production process? This is a fantastic way to highlight your expertise in a specific field while raising your readers’ trust in you.
• Relationship — the fierce competition in online marketing encourages businesses to be more innovative and authentic. Companies that give more often are likely to receive more. Email newsletters are a great way to establish long-term relationships with your readers.

Benefits of Newsletter for Businesses

Traffic increase

Email newsletters are an effective way to increase organic website traffic. Regardless of the email content you include, linking your newsletter to your website directs traffic straight back to you, without depending on search engines or social media.

The following tips to boost your traffic with email newsletters: 

• Linking back newsletter content to your website
• Helping your customer with the research
• Including a short blurb (save your full story for your website)
• Promote your latest blog post
• Creating compelling imagery
• Focusing on one-topic messaging
• Featuring/highlighting a new product
• Include relevant content

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Brand awareness and recognition enhancement

The more you can communicate your core mission and main values, the more likely you are to gain a consumer’s trust. And the more aware shoppers are of your business, the more likely they are to keep coming back to you. And an email newsletter is a great way to get your products right in front of your customers. 

Tips on how to build brand awareness and increase revenues through email newsletters:

• Being consistent
• Show your expertise
• Including a call to action
• Letting your customers take a peek behind the scenes
• Sharing your story
• Creating content your customers want to share

Increase sales

Sending smartly crafted email newsletters on a regular basis can convert to sales by promoting your brand, driving repeat business through incentives, and targeted engagement.

Types of newsletters you can use to increase sales:

• Create brand awareness and drive traffic
• Incentivize to encourage repeat sales 
• Target future sends based on past action
• Make email signups voluntary
• Provide value right away
• Create urgency with time-sensitive discounts and flash sales

Social media profiles promotion

When used properly, social media can be the most effective ways to drum up email subscribers. 

Here are some ways to do it:

• Leverage email subscriber data.
• Use YouTube pre-roll ads.
• Link your newsletter in all your social media bios.
• Use Instagram Stories.
• Include a call-to-action in your Medium posts.
• Create long-form LinkedIn posts.
• Use FOMO (Fear of missing out) tactics on social media to drive curiosity
• Try social media advertising to add new readers to your email list
• Trade ad space with other growing newsletters in your space