While the blur of communications has progressed from letters and emails to texts, tweets and Instagram pictures, not only does email remain the communication tool of business, 68% of marketers say enewsletters are the top email messages which help achieve their business goals.*
But there’s some key differences. Your recipient wants only relevant content, they favor an image-intensive approach, and it has to be bite-sized to fit their time availability and short attention span.
While these dramatic changes must be addressed, there remains some marketing fundamentals:
1. Staying constantly in touch with your constituencies.
2. Building and maintaining your subscriber data.
3. Ensuring your message supports the integrity of your brand.
4. Providing relevant content your subscriber needs and wants.
5. Not over-staying your welcome.
In short, your company needs an enewsletter, but you also need marketing specialists, (we’re authorities on the subject because we’ve deployed millions of enewsletters for all types of industries), to help you do it. What are the key reasons people open your email? What are the average open rates and the subsequent click-through rates? What are the best ways to build your mailing lists? What is the best day and time to deploy email? Who has the time and know-how to write and edit your enewsletter?
Enewsletters are a vital tool in your marketing mix, but these questions and more – brought about by our changing communications landscape – are why you need professionals like us to help you do it.
*2013 DMA National Client Email Report.