Once considered an unfashionable and low-tech tool to attract and retain consumer attention, today email newsletters continue to dominate all marketing channels with their insane conversion rates. With online sales skyrocketing as a result of the pandemic, more and more businesses are turning to services like email copywriting and blogging to keep up with the competition.
For example, did you know that:
- The average email user gets 13 commercial emails in their inbox every day
- In 2019 alone, there were nearly 294 billion emails sent and received each day worldwide
- Email marketing has a potential ROI of 4400%
That’s a lot of emails and a lot of people expecting them in their inboxes.
Are you keeping a newsletter? Do you need more reasons why you should start asap?
The Benefits of Email Newsletters for Modern Users
They’re much more practical than you think!
You’ve all heard that newsletters are a fantastic way to connect with your past, current, and prospective clients, as well as to build a brand voice and set the right expectations in users. However, there are a couple of other benefits that actually lead to more conversions.
#1. They’re a constant reminder of your brand and product
Even if people don’t open every email you send their way, they’ll get used to seeing your name in their inbox. You’ll silently position yourself as a go-to provider in your niche. The average person takes about 79 days before deciding on a major purchase, so these regular emails you send that don’t immediately convert aren’t a loss of resources. And, with the right email copywriting services, your subject lines will be memorable and awesome, and people will look forward to them each time.
#2. They cut users’ research time because your emails provide a direct choice
On average, 81% of users do an online search before making a purchasing decision. Once you’ve positioned yourself in their minds, they might as well start their research with you and your offers. If they’re good enough, they may not even try elsewhere and buy straight from you. In other words, you’re making things easier for users, and we all know that’s what they love.
#3. Awesome newsletters can turn people into your brand ambassadors
Word-of-mouth continues to be one of the strongest factors in purchasing decisions. When you create original, captivating, and memorable emails, people will want to talk about them and tell their friends. That’s how I learned about Laura Belgray and her overly awesome work on Talking Shrimp. From a friend. Her newsletters are some of the best emails I’ve ever read, and I look forward to them all the time. Not to mention, I’ve promoted them to every living thing I’ve met in the last year.
One Newsletter Format Does Not Fit All
However, there’s a common theme.
As much as I’d like to give you the magical formula of what makes up the perfect newsletter, the truth is that there are many formats and approaches to it. For example, here’s a screenshot of one of Laura’s emails:
Laura Belgray’s Talking Shrimp Newsletter
You’ll notice that she weaves her offers and updates into stories. There is no TL;DR in them.
On another note, here’s an example of Morning Brew’s newsletter:
As you can see, it’s all straight to the point, to the numbers, to the essence of everything. I love both approaches, but they work for vastly different purposes. However, they both bet on the same thing: conversational marketing. It’s a powerful strategy that instantly connects with people and provenly drives traffic and sales.
Well, that’s all from me for now. If you’ll excuse me I have some emails to write. If you want us to write some for you too, you know where to find us.
Till next time,
T.
