I don’t know about you, but I have a pretty full plate of tasks and activities that never seem to dwindle. When an additional marketing tool idea is presented, I often push back. My time is tight.
When I mention to others they should have an e-newsletter if they don’t already, or they need to consider doing one at minimum once per month, the collective groans resound. Their plates are full too.
But there are valid reasons for putting our limited time and resources into a marketing newsletter.
Put simply: your newsletter is a gateway to your audience. You are trying to connect with them and give them reasons to stick with you. It is a big aspect of the emotional journey with which you are guiding your readers.
If you have thousands of followers on social media, though, do you need a newsletter? How does email compare with social media?
After producing newsletters for 20 years for clients and myself, including Writer Authentic, which averages 220 percent above the national average open rate, here’s what you should know…
What statistics show about newsletters vs. social media
Consider this:
Newsletters have better performance metrics with open rates:
Email: 15-25%
Social media: 2-4%
Open rates are when your recipients read or open your email. A high open rate might mean you have a great subject line which resonates with your readers.
click-through rates:
Email: 2.90%
Social media: 1.36%
Click rate tells you how many clicked at least once on a link you provided. A high click rate shows the content and messaging you provide is relevant to your readers.
My newsletter, Writer Authentic, averages a 54.98% open rate, with a 9.24% click rate (90-day avg. as of Sept. 10), which shows me the time I spend on my subject line and content is worth it.
Email also drives more conversions and sales:
Email: 8%
Social media: 3%
If you are trying to achieve a sales goal, such as getting your readers to sign up for a program, make a donation, or sell a product, email is more effective than social media. (Source: EmailTooltester)
And email marketing ROI averages 3600% ($36 for every $1 spent) vs. social media marketing ROI averages 180% ($2.80 for every $1 spent).
Benefits of newsletters
While I have been producing a variety of newsletters both for myself and clients over the last 20 years, certain aspects remain constant, the same aspects that contribute to a higher ROI:
Newsletters are personalized, targeted to a specific audience and demographic, which allows you to develop and strengthen relationships with them. They become your most loyal followers and customers.
Your communication is direct, one on one with people who choose to listen to you. Engagement is higher; some click on your links and check out your offers, while others will respond to you.
Because you have built a connection and relationship with your readers, your newsletter drives sales. Your segmented lists help you to personalize content with a specific group or interests.
In addition, although you do not have control over social media, you own your newsletter.
Strengths and weaknesses of social media
Social media can complement your newsletter marketing efforts, and you can broaden your reach and visibility to a diverse audience. But you should consider driving connections you make via social media to sign up for your newsletter for the reasons mentioned above.
There is potential for a viral spread of your posts and content (roughly 1M views or more). And because people are more aware of your existence, your brand awareness rises.
Again, social media is better viewed as a smaller partner to your newsletter rather than your sole or top marketing tool.
Yes, most of our email inboxes are full and your newsletter will not always be read or at least, right away. But social media is saturated with fierce competition, which includes noise. Your posts may not be seen by your target audience, or at all.
Email is aimed toward people who are interested in you and your products and services. They are a part of your long-haul journey.
Social media, while diverse, does not mean people who see your posts will follow you or stick with you. Only a few will sign up for your newsletter, visit your website, contact you for services, or “like” your social media posts. And you might have thousands of followers, but are they bringing you business?
Consider your aim. If your goal is simply to be seen, social media is a good tool.
But if you desire to develop relationships with people who will trust and eventually buy from you, then your newsletter is the ultimate marketing tool.
Newsletters are the ultimate marketing tool for brand awareness. They help build relationships with your loyal audience and target market. Social media can be a complement to your newsletter and marketing efforts, but statistics show us that your greater return on investment lies with your content specific e-newsletter.
Need a boost to get your newsletter off the ground or to enhance its content? My 2-Day VIP Writing Focus Workshop will help you improve your writing skills. Designed for busy staff — or individuals — who desire to write better and create engagement. Need more focused personal attention? Contact me for one-on-one coaching to improve your writing skills and get your newsletter running.
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