Why Company Newsletters are Making a Comeback

In a time where innovations in communication technology have presented us with unlimited ways to consume content, there is one method of communication that is making a comeback: email newsletters. Previously put on the backburner while marketers focused on exploring a world of digital trends, the external newsletter is now coming full circle and becoming a tool of choice for stakeholder engagement.

There are several reasons why email newsletters are making a comeback, including:

Changing Rules of Engagement

Given the frequency with which social media platforms such as Facebook, and search engines like Google, change the rules of the game, the best marketers ensure that at the core of their strategy is building out an ‘owned’ audience.

Email marketing allows you to do just this. When you collect and store your audience's email addresses in your CRM or database, you control your ability to connect with them.

By contrast, the followers you gain on your social media channels are not an entirely owned audience. Users can mute your efforts by unfollowing or unfriending you, and social platforms like Facebook, Twitter and LinkedIn can have a direct impact on what your followers see by changing its algorithms.

Convenient and Trusted Content

Newsletters offer ‘roundups’ that subscribers find easier to catch up with. They arrive less frequently but have a lot of topically clustered information. In a world of ‘emails-as-letters’, these are more like ‘emails-as-mini-magazines’. Instead of receiving endless small spam type emails, people are returning to the more substantial newsletters as their trusted content of choice.

In fact, 73 per cent of stakeholders prefer communications to come via email, with newsletters now being their preferred way to receive updates from businesses. Furthermore, 59 per cent say newsletter emails influence their purchase and business decisions.

NEWSLETTER TOP TIP:

Don’t forget that including an unsubscribe link is mandatory under GDPR rules!

If you are interested in hearing more about how a newsletter could work for your audience, contact the team at Kredo to discuss your stakeholder engagement opportunities.