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How email newsletters could be the answer to your marketing strategy

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How email newsletters could be the answer to your marketing strategy

Email newsletters are a great way of driving people to your website. They’re affordable, shareable and in widespread use, but there are a few pitfalls to be wary of. This week we look at the best ways to take advantage of the humble email newsletter.

Why email?

Email newsletters are a great way of getting your message out to your customers and direct them to your website. They can be tastefully designed and include a range of attachments such as photos with clickable links to your websites and articles. They can even embed tweets and include links to influence your newsletter recipients to follow you on social media.

What’s more is that people pay attention to emails if they trust your brand – the email is going directly into their mailbox, whereas the problem with other marketing options like social media, is that it can be fairly easy to miss.

But the greatest benefit is that they are free to send, unlike traditional direct mail, and can still be tailored to your recipients with online functions and features allowing you to automatically input the recipient’s name, making it far more personalised.

The importance of catering to the interests of customers

Email newsletters can greatly enhance your company’s reputation, if tailored to the customer’s interests, and subsequently increase traffic to your website. Last year, author and podcaster Jay Baer found that 44% of email recipients made at least one purchase based on promotional emails. But you need to be careful with how you use the power of email. It’s true that people who trust you, buy from you – however, too many newsletters which have too many links or ads, can backfire.

Spamming your customers with endless newsletters can lead them to question their loyalty to your brand or website and do damage. However, skilfully and selectively emailing can increase your hold on customers’ loyalty.

How to make the most out of email

Segment your email list by marking out certain newsletters and emails relevant to each group of clients. Tailoring the newsletter content to each group of clients is a great way to make a positive impact and prevents you from bombarding some recipients with irrelevant newsletters – you obviously don’t want them to unsubscribe.

According to eConsultancy, 74% of marketers say targeted personalisation increases customer engagement. Targeting emails can also increase loyalty, by tempting recipients to open them as they will assume they are relevant and will benefit them. However, the chances of a recipient opening each link after the first they find within an email, becomes less and less likely, so it is important to keep emails concise and to the point, before they lose interest.

With these few simple tweaks and tips, email newsletters can bring your business great benefits at a low cost and improve your customer loyalty. If you would like to discuss how Thomas Design can help you to increase your customer loyalty, give us a call today on 01792 825624.

Date: 11.10.16

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