Email marketing — the benefits of newsletters for your business

According to statistical data, 50% of consumers say they buy products or services recommended in newsletters at least once a month. That means email marketing is effective — with its help, companies are increasingly sharing relevant information, ongoing promotions, and special offers with their customers.

• Direct connection with customers. Newsletters give you the opportunity to engage with your customers, deliver important information, share useful offers, news, and send reminders.
• Personalization. Tailored to specific customer needs and interests, the newsletters you send can help increase the likelihood of their actions — visiting the website, making a purchase, or signing up for a consultation.
• Measurement options. When running email marketing, it’s much easier to evaluate various data — to track CTR metrics, inquiries, analyze campaign performance, and optimize them.
• Driving loyalty. Regular newsletters encourage customer loyalty, mutual collaboration, and maintaining the relationship.

When working with email marketing, the question of how to grow your subscriber base often comes up. To achieve this goal, specialists recommend offering the audience something in return — for example, an ebook, a gift voucher, or a wheel-of-fortune game. But it’s also useful to know other commonly used methods.

• Encouraging registration. By offering discounts or useful, interesting, or relevant offers to users, we can increase the likelihood that they’ll sign up and become part of the newsletter subscriber base.

• Pop-up message. As a user’s visit to your site nears its end, you can show a pop-up message. When asking for their contact information, it’s recommended to offer something in return — for example, a discount or a coupon.

• End of an article. At the end of a blog article, you can offer the user the chance to join your newsletter subscribers — offering them the opportunity to keep reading similar texts. With email marketing, the customer will be the first to know about the latest articles.

• Lead magnet. In exchange for the customer’s email, most businesses offer something for free — for example, a PDF guide, a manual, or an ebook.

To gather as many reviews as possible alongside your company’s information in Google search, email marketing can also help. All you have to do is create automation that sends customers an invitation to rate the services.

When sending newsletters, several things help ensure great results — things worth paying attention to.

When inviting customers to share their experience, don’t send these requests to everyone at the same time — it’s better to spread the newsletters out across several streams. Otherwise the Google system may evaluate a sudden surge of reviews as suspicious and delete them.

To win back former customers, we recommend using email automation — sending reminders about products or services they once purchased, regularly congratulating them on their birthday, prompting them to sign up for procedures that need to be done regularly (for example, 6 months after professional oral hygiene). On top of that, based on the data you have, it’s useful to share personalized offers, discounts, upcoming events, and gifts. In this way you increase conversions, and former customers gradually become current ones.

Email marketing is an effective way to attract new customers, retain existing ones, and win back former ones. When sending newsletters, the most important thing is to keep them regular, communicating about many things — company news, tips on using the products you sell (or services you offer), staff, upcoming events, and special offers.