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How do you keep clients, customers and subscribers on board, nourish partnerships and simultaneously promote your brand? 

There’s really no better, or more efficient way to hit all these targets than by using a company email newsletter. 

Whether you’re an ecommerce platform, a blog, a non-profit, or a business that provides a product or service, a company email newsletter can give your brand a powerful boost and help cultivate important connections and loyalties.

Newsletters are thus an important component of an effective marketing and branding strategy, in taking your brand marketing to the next level. Regular contact with your customers will help you build trust, and motivate them to take further action in your offerings.

Ignoring this powerful channel can restrict brands from creating awareness and growth.

What exactly is an email newsletter?

An email newsletter is basically an email used in communications and marketing campaigns, containing important news and updates to make your audience further aware of your brand, services and products. 

The point is to keep your subscribers connected, engaged, and informed.

It can take the form of a weekly digest of just published content on the company blog articles, tips, and how-to’s, or a roundup of recent news, announcements and events with each segment only previewing a small snippet of information with links to where the content is hosted online. 

It’s the proverbial carrot on the end of the stick, enticing the reader to click the link to view the full content and thus driving more traffic to the website which is good for Google analytics and page ranking.

Over the past decade, email marketing has proven to be significantly more successful than social media marketing.

Email is the king of content and brings in an unbeatable ROI compared to other digital marketing channels.

During recent research, Campaign Monitor asked small businesses which channels they used the most, and email marketing came in at second place, only topped by Facebook.

Now, while small businesses say they used Facebook as their primary marketing channel, studies have shown that consumers prefer email marketing over Facebook marketing when it comes to receiving marketing materials in the right context.

Email marketing is more powerful than it’s ever been. And it’s only getting better.

  • Email is shown to be 40x more effective at acquiring new customers than either Facebook or Twitter – McKinsey
  • Email marketing has the highest conversion rate at 66%, when compared to social media marketing, direct mail, and others. – DMA
  • A message is 5x more likely to be seen via an email than via Facebook message or post. – Radicati
  • 72% percent of people prefer promotional content by email, compared to 17% who favor social media channels such as Facebook. – MarketingSherpa
  • It’s also the channel generating the highest ROI for marketers—for every $1 spent, email marketing generates $44 in ROI.

Your email list is also a safer bet than followers on social media. At any point, a social media site can shut down and you’ll lose access to your audience. But an email list is something you own and which you can never lose.

Why email newsletters are crucial in a digital marketing strategy…

Out of all the digital marketing techniques in your toolkit, email is the most successful strategy, hands-down. 

Here’s why:

Enhanced communication – Newsletters are used to get attention and share information. They are an easy source of trusted communication without interference from unwanted comments. 

Connects you to customers – An email newsletter gives you the opportunity to showcase your brand’s personality, distinguishing it from competitors. And much like meeting people in the real world, the more they get to know you, the more trust and loyalty they’ll feel toward your brand. This is where repeat sales happen.

Email ties all your marketing techniques together – Every marketing effort you make can be promoted via email. Creating content for your blog? Share it with subscribers via email. Launching a social media contest? Invite subscribers to join with an email invitation. Want to drive traffic to your website? Send a product email to subscribers and follow it up with a retargeting ad through paid search. No matter what kind of marketing you do, email is at the center or it.

Information and knowledge – A newsletter opens the door for a better understanding and knowledge of your brand and the particular products and services you offer. Advertisements are not enough to reach potential customers, as they have a limited outlook of your products, and social media posts are congested with unnecessary and sometimes unfavourable comments.

Advertising and marketing – Email newsletters can be one of the greatest sources to advertise and promote a new product or service within your brand. Include creative visual posts and proper information on special offers in your promotional campaigns with lucrative offers, which will capture the readers’ interests. 

Show your expertise – It can help establish yourself as a strong industry expert and leader. Email newsletters maximize credibility and build confidence. Sending updated articles that have important information, and covering the latest issues and trends in your market and industry research could be super helpful and useful to consumers. Also add details of any upcoming conferences and presentations where you are a speaker.

Building relationships – Sending newsletters consistently at regular intervals is mandatory for effectiveness, either every second week, monthly or quarterly. To stand out in the crowd and maximize your marketing efforts, maintaining strong relationships with clients through consistency is significant.

Higher brand recall and association – Instead of waiting for customers to get in touch with you when they have problems, business newsletters offer a way to interact with dormant or quiet customers, cross-selling other related products and adding value through info, tips and how-to’s. 

Drive traffic to your website – Relying on people to organically land on your site can be frustrating. Use your email newsletter to direct people there, inviting them to view content online, and providing them with an incentive to stop by your site. 

Drive sales – Most people stated that promotional emails influence their decision to complete a purchase. Use your email newsletter as a chance to bring one of your products or services into the limelight while listing its benefits and driving consumers to a point of sale. Discount codes and promotions can go a long way toward making it a successful sale.

Promote social media sites – Including social sharing buttons on your email newsletter can help increase engagement on social media by reminding subscribers that your brand has an active social community.

Email messages have a longer lifespan than social posts – Email provides a credible, long-lasting way to connect with subscribers. Sure, you can reach subscribers with a Facebook meme or a tweet, but the lifespan of social posts fade quickly. Research shows a tweet’s entire lifespan is 18 minutes, according to Moz. Your tweet lasts for mere minutes and then disappears into the newsfeed abyss, never to be found again. An email is different. It gets prominent placement in an inbox and is easy to find later on.

Cost-effective with high ROI – It’s cheap to send out with a higher ROI. Marketers gravitate towards email marketing because it’s effective and cost-efficient. Research shows email marketing generates $38 for every $1 spent, and some companies see an ROI as high as $76 for every $1 spent.

Environment-friendly – As opposed to cutting forests for product literature that might be trashed by at least 50% of the recipients, email company newsletters are much easier on the environment. No paper, no printing.

Metrics, Monitor, Measure

Email newsletters can provide a wealth of data about who your customers are and offer insight into their preferences.

Email management software can round up crucial behavioral metrics through your email newsletters open/click rates. Gathering this data can help you make informed decisions about segmentation, personalization, or automation, with metrics that can tell you whether your emails are working or not.

These metrics tell you:

  • How many people open your emails
  • How many people click on links within your emails
  • How many people unsubscribe from your list

These metrics after each campaign, show where to make adjustments and whether any changes are paying off.

Your email list is one of the most important things you own, and it’s imperative that you send out the best possible emails to your customers to maximise click rates and avoid unsubscriptions.

You need to create an email newsletter design that’ll stand out and make receivers eager to read them.

What you need for email marketing implementation…

An email list… and some ideas of what you want to promote.

Then to discuss options and implementation… 

Contact Rizel Delano (RD) on or mobile +27 84 235 7000.

RD develops and manages newsletters for corporate companies and small businesses in most sectors of the economy.


Depending on the frequency, packages start at R2500 for one newsletter per month, and R4000 for two newsletter blasts per month, irrespective of the amount of email records in the list.

The cost includes liaison with clients to identify the most suitable content, email newsletter setup, design, delivery and metrics report.

RD has all the answers worked out on how to send the most effective newsletter and what content will be useful, gained from many years experience in communications, marketing and advertising. 

Your email is thus in expert hands…