Email newsletters are a popular and powerful marketing tool. In fact:
· Email marketing has a 4,200% ROI
· Four out of five marketers would rather give up social media marketing than email marketing
· Thirty-one percent of B2B marketers say email newsletters are the best way to nurture leads
You can get these benefits and more from email marketing by leveraging one or even all three of these three types of newsletters.
The purpose of a “tips and tricks” email, or any type of educational content, is to position your brand as an authority and demonstrate that you can help make your clients more successful. This type of thought leadership will increase your credibility and attract prospects to your brand.
Writing about industry trends, product tutorials, and any type of insights you can provide can be included in this type of newsletter. It’s also a great way to repurpose content you’ve already created, whether by including it in the email in its entirety or by linking to the content with a short blurb.
Another way to build brand authority is to let your customers do the talking for you. After all, 95% of B2B customers say that user testimonials and peer recommendations are the most reliable type of content.
A case study’s problem-and-solution format will show your product in action, helping customers grow their own business. You can highlight specific features of how your brand is different from your customers in your case studies, depending on the audience’s needs and interests.
A customer testimonial will also help establish trust because the words come from your audience’s peers, which they are more likely to take into consideration than a brand advertisement. A testimonial als serves to minimize the feelings of risk a prospect may face.
If your prospects are not ready to convert, or you have past customers that you want to bring back into the fold, you can email with exclusive promotions and deals. This can range from an extended warranty offer, a temporary upgrade in services, or even a discount.
Even if you’re not looking to make a discount offer, you can promote your products and services with these emails. Inform your audience of an upcoming product launch, new feature, or seasonal maintenance.
For every dollar you spend on email marketing, you earn $42. Results like that can’t be ignored, and, fortunately, there are a lot of different newsletters that you can send to your audience. Newsletters with information and insights build credibility and trust, as do newsletters containing case studies and customer testimonials. Sending product promotions or exclusive deals may also be the push your customers need to finally convert.