As much as we complain about email, it’s one the greatest inventions of the modern age. The ability to send and receive a letter through the web is a triumph of the times. And while I hate opening my personal inbox and seeing 30-40 emails a day, I’m thankful for the technology.
If you’re not doing so already, you should email a monthly e-newsletter to your customers in addition to a print newsletter. The monthly newsletter keeps them engaged with your company while giving you ample opportunity to sell products and services to your customers. It’s also the best way for you to distribute important (and fun) information.
The E-newsletter (aptly named because you send it through an email) has a list of pros that make it a great option for distributing news and updates for your company. Let’s take a look at some.
The Pros of E-Newsletters
Pro #1: Cost. You can create, produce, and send with less money than a print newsletter. Apart from the cost of writing and designing the newsletter, you don’t need to pay a lot to send them. Once you design your first newsletter, you only need to plug in the new content each month. And since you’ll send an email, you don’t need to worry about the cost and time of production.
Pro #2: Speed of Delivery. Another pro of E-newsletters is that delivery is instant. Once you’ve written and designed the newsletter, load your email list and hit send. Can it get any easier than that? Also, you can set up delayed delivery and other cool features that make sending newsletters even more effective. So what’s the easiest way to start sending them? Here’s a few websites that make sending e-newsletters a breeze: Campayn, Constant Contact, and MailChimp.
Pro #3: Hyperlinks and Calls to Action. Another great benefit of E-Newsletters is the ability to embed hyperlinks and calls to action within the newsletter. Within any given month, you can link articles or calls to action within the newsletter to give your customers a deeper engagement with your company. And from well-designed software, this process has become intuitive. You give your customers an easy, direct path to a buying decision. Because of this, the odds are much higher that they act on what they’re reading, compared to having to go online if they receive something in print.
These three benefits alone might cause you to consider this option, but a monthly E-newsletter is not without their problems. Let’s look at three of them.
The Cons of E-Newsletters
Con #1: It’s mixed with other emails. There’s a common phrase called “junk mail” that refers to the type of marketing pieces we toss in the trash. Most people think of direct mail when they hear this phrase. But if you think there’s a lot of junk direct mail, consider the amount junk email. The amount of junk email we receive on a daily basis outweighs junk direct mail by 10 fold. And if customers won’t read a direct mail newsletter, what are the chances they’ll read an email newsletter?
Con #2: Little assurance of delivery. While you can have confidence your newsletter will deliver in a timely manner, the same cannot be said about the assurance of delivery. How is this possible? How can something deliver quickly but not really deliver at all? The reason? Spam. It filters emails based on a number of various factors. And while it may deliver, your customer might not open it, let alone read it. There’s already a small open chance when it goes into the inbox, and spam only decreases those chances.
In an upcoming blog, we’ll weigh the pros and cons of a print newsletter. And then we’ll compare and contrast the monthly E-newsletter with the print newsletter, to help you decide the best fit for your business.