What if one of today’s hottest marketing moves was a real « blast from the past? » «
Two years ago, the idea of an email newsletter sounded downright archaic. After all, didn’t these things die over ten years ago? Today, however, email newsletters are more popular than ever.
How did these newsletters become popular again and why is this important to your business? Read on to find out if an email newsletter is a good choice for you and your business.
Return of the newsletter by e-mail
Your biggest question right now might be how and why the email newsletter became relevant again. And in many ways, this is all due to the new Substack platform.
Substack allows anyone (from freelance writers to large corporations) to create an email newsletter on its platform. It’s completely free to create and distribute emails to as many subscribers as you want, as long as you don’t charge them a monthly fee. As soon as you start billing your readers, Substack gets a 10% reduction in your monthly profit.
It sounds simple, but this format has attracted many different writers for many different reasons. Some hope to use the platform to launch a new career as a writer. Others are seasoned writers who are tired of running into editors or simply regret the fun of writing for alternative weeklies.
While Substack has made newsletters cool again, it’s not your only option when it comes to creating and distributing your own content.
Different newsletter options
If you are yearning for the potential of a major exhibition, Substack is a solid option. But there are similar services, including Tinyletter and Buttondown. Each service has its own characteristics and drawbacks, as well as certain audience niches that may work better for your content.
Of course, nothing says you have to use a major service. If you already have a business, you may be engaging in email marketing on a regular basis. In that case, you might be able to create a weekly newsletter and make it part of your email marketing campaign strategy.
Long story short? You have a lot of options. To help you decide if a newsletter is right for you, we’ll dig deeper into why this format is beneficial for writers and readers.
A more personal relationship
You may still be wondering what is the benefit of a newsletter for writers and readers. And one of the simplest answers is that it creates a personal and intimate relationship between the two parties.
A newsletter is very personal for the writer because he takes care of everything. The author is responsible for 100% of the newsletter content and also has no editors. It gives them the freedom to write about whatever they feel like writing.
And readers enjoy the feeling of having raw, real thoughts from writers they value. And even reading a newsletter is very personal: it’s a bit like receiving a long letter from someone you really respect every week!
If you run a small business, you can rest assured that the loyalty readers feel to their favorite writers will extend to loyalty to your business. This ultimately translates into better sales.
Slow down in a fast paced world
To fully understand the value of newsletters, just compare them to social networks.
At first glance, you might think social media is very personal too. On the platform of your choice, you can cultivate followers and write about everything that is happening under the sun.
But on social media, you compete with countless other people for subscribers. And your posts can easily get lost among thousands of others when your followers are browsing their social media feed.
With a newsletter, you slow down and write long content instead of squeezing it all into something as small as a tweet. And you will quickly find that your readers appreciate the experience of slowing down and reading something substantial and consistent again.
Newsletters and Email Marketing
As we’ve said before, there’s nothing stopping you or your business from creating an email newsletter from scratch. But if your business is already engaging in email marketing, you can simply integrate the newsletter into that marketing in order to reach your existing customer base.
Believe it or not, a business enjoys most of the newsletter benefits that an individual enjoys. For example, those who read your newsletter will stop seeing the business as a faceless entity and start paying attention to the real men and women who make up the business.
And a newsletter is a great place to contribute some of your content marketing ideas. Instead of trying to sell products to consumers, use the newsletter to deliver information relevant to their concerns. If you sell furniture, for example, you can use your newsletter to share interior decorating tips with readers.
Readers will appreciate that your newsletter is more than just an advertisement for products. And the more you provide the types of information they need, the more their loyalty to your business will grow.
Don’t reinvent the wheel
Want to write a newsletter but don’t know where to start? Here’s the good news: you don’t have to reinvent the wheel.
Substack and other platforms give you thousands of free opportunities to check out what others are writing. This can provide a deep source of inspiration when it comes to the content, tone, layout and style of the newsletter.
That doesn’t mean you can’t take your newsletter in a completely bold new direction. But if you need help getting started, all the inspiration you need is just a click away!
The email newsletter: what’s the next step for your business?
Now you know why email newsletter is cool again. But do you know who can completely transform your email marketing?
At Vertical Response, we specialize in email marketing, website design, robust analytics, and more. To see what we can do for your email marketing, check out our pricing plans today!
© 2021 – 2020, Chris Duncan. All rights reserved.