Email is a technology that is more than 30 years old, yet, despite all of the massive changes to the structure of the Internet it is a part of, it remains the single most important means of communication that an individual uses. Email newsletters have long been used as a means of converting website visitors into leads and sales, and remain one of the most important channels of communication between two Internet addresses.
What Makes An Email Newsletter So Important?
These days, when you want to contact someone on the Internet, a huge number of possibilities exist. Nearly everyone is using at least one form of social media platform; many are using two or more. The level of engagement that these websites tend to engender make them very attractive, leading most companies to set up profiles on the biggest sites.
No matter how well crafted your social marketing strategy on a site like that is, you are handicapped by the impersonal approach that the content must necessarily have. An email newsletter, on the other hand, is direct, goes immediately into the reader’s inbox, where they will undoubtedly see it, and gives them a clear opportunity to engage with your content without distraction.
Because newsletters go directly into your customers’ inbox, you have a much higher degree of freedom regarding the manner in which you target their wants and desires. This, coupled with the fact that email remains the most frequently checked online correspondence for most people, makes newsletters the most important part of a successful online business.
Levels Of Intimacy
When it comes to communicating with people, there are certain levels of intimacy that are defined by the mediums in which communication is taking place. Email, for a number of reasons, is the most ideal medium for creating a sense of intimacy without invading privacy.
The list of communication mediums, in descending order of intimacy, goes as follows:
1. Face-To-Face Conversation;
2. Skype Call/Video Chat;
3. Telephone Call;
6. Social Media Post;
7. Blog Post.
As the list indicates, email is not the most intimate level of communication, but, for the purpose of informing customers about your products and services in a way that they do not feel threatened by, it is the best.
Many businesses have tried to engage their customers through text/SMS, but the attempts usually failed, as advertising through this medium is an unwanted invasion of privacy that pushes people away. Telephone calls had their heyday as well, but the Internet has changed that forever.
People Are Selective About Their Email Newsletters
In the beginning of the Internet, email newsletters were considered some kind of catchall golden egg-laying goose that would magically increase the level of engagement of any business several times over. This was because previous customers could remain in contact with brands and services that they enjoyed, allowing those companies to squeeze in an additional sales pitch every now and then.
Fast-forward to today, and the multitude of blogs, social media feeds and other storehouses of information would seem to have reduced the efficacy of these email newsletters, but that is not the case. In fact, newsletters are as important as ever, and the reason is clear: people are selective about their email newsletters
While you would expect newsletters to become less important as social media takes over every aspect of the average persons life, it is, in fact, exactly this that makes it more intimate than ever. The huge number of online products, services and brands has made people more reserved about giving away their email address.
What this means is that those few who actually give you their email address really want to hear from your company and are actively involved in the field you are promoting. These people are the core of your business and you can expect to make huge gains by catering to them.
A Smart Email Newsletter Runs Your Online Content
It is, of course, incredibly important to represent your brand with a blog, and presence on all of the most relevant social media sites. A smart, targeted email newsletter delivered once a week and detailing all of the most important things that have happened through all the other mediums will consolidate your customer base.
Having all of this online content is great, but social media feeds are noisy. That noise takes the form of your customer’s friends posting pictures of cats and blog posts about the “17 Greatest Insults Invented In The Last Decade (You Won’t Believe #7)”. Because of this, many of your social media posts will get buried underneath the noise, and your blog will go unvisited as the customer in question forgets to check in.