Email Marketing is Still Relevant
According to Statista (2021), daily email users are expected to have gone up to 4 billion and by 2025, this number is expected to climb to 4.6 billion. Over the last 12 months, 77% of marketers have experienced an increase in email engagement. While marketing tools are expanding, email marketing and newsletters remain one of the leading tools to engage with your customers in the modern digital marketing age.
Sending newsletters to your customers and key stakeholders allows your business to share relevant information and updates about the company, increase awareness of your products and services, promote special offers and discounts, demonstrate your expertise, and more. Aside from their many uses, email newsletters are also cost-effective tools with high returns on investment.
If you’re lost on how to start your email newsletter campaign, here are a few tips to keep in mind:
Provide something of value
One problem that keeps people away from email marketing campaigns is how your contacts might find constant emails annoying. However, if you provide them with relevant content that is valuable to them, such as special offers, discounts, interesting facts and updates, etc., they will look forward to seeing your emails in their inbox. Working with Clerk Crystal K. Kinzel, we have developed a monthly newsletter that shares important updates about how taxpayer dollars are being spent locally.
Clerk Crystal K. Kinzel’s Monthly Email Newsletter
Support local news and events
Watch for what’s happening around you and your target customers. Incorporate local news and events to your emails that are also relevant to your business. For example, one of our clients, Naples Park Central Hotel sends monthly emails to past guests letting them know about exciting events that are happening around the City of Naples. Guests learn more about what is happening in the area, bookings remain strong at the hotel, and local businesses benefit from the added exposure.
Naples Park Central Hotel’s Monthly Email Blasts
Capture and reengage all of your visitors
For your newsletter to be effective in driving business, you will need to attract new subscribers. You can create a loyalty-based offer by offering a discount for new subscribers in your store or online. However, you can also capture and engage with prospective customers that visit your website. C2 Communications offers tools that can identify and automate engagement with your website visitors. With this system, you can increase conversions, turning website visitors into customers.
Use list segmentation to customize messaging
According to email marketing software provider GetResponse (2020), single message autoresponder emails had a 98% open rate and a 37% click-through rate. Sending automated emails provide excellent customer engagements with minimal efforts. The first step in creating effective automated emails is to use list segmentation to categorize your contacts into groups based on common characteristics. Segmenting your contacts will allow you to customize your automated messages and newsletters, ensuring that your contacts in a specific segment are receiving relevant information.
There are various categories that you can use to segment your list, including:
Demographics: Segment based on demographics such as age group, gender, income level, company position, etc.
Email engagement: Segment your list based on customers that already have a high CTR or open rate.
Past purchases: Segment based on customers' past purchases.
Amount spent: Segment based on the amount spent by customers.
Send weekly emails on Tuesdays
According to a survey from Databox, marketers got the best engagement with their emails on Tuesdays. In terms of the optimal frequency of sending emails to customers and clients, 45% of the respondents opted to send on a weekly basis to keep audiences engaged without being too annoying. However, it is not guaranteed that this frequency is the best option for your business as well. It is better to test and see how your audience responds to your newsletters before setting a routine. Lifestyle-based newsletters can have better open rates on different days. After testing newsletter formats for the Gulf Shore Association of Condominiums, C2 Communications was able to generate 77-79% open rates.
Gulf Shore Association of Condominiums’ Email Newsletter Performance (Jan 2023 - Mar 2023)
We're excited to also be working with The Vine publications, including the Vineyards’ Community Magazine and Lake Park Living and Family Life.
Regular newsletters, which can be sent monthly or weekly, allow your business to maintain contact with previous clients while highlighting essential facts about your business to new customers. While many believe that newsletters are now a thing of the past due to the rise of social media, their power to engage with your target audience and grow your customer base proves that they are still worth paying attention to.
Contact us now, and let’s start planning your new email marketing campaign!