Email newsletters can be one of the most impactful engagement tools in a company’s arsenal. But what impact, exactly, are they supposed to have? Before launching a daily, weekly, or monthly newsletter, every marketer should consider that question and think about their email newsletter goals.
When a company has clear goals in mind, email newsletters attribute to up to a $44 return on investment for every dollar spent. But without defined objectives, the success and ROI of an email newsletter is impossible to measure.
With some exceptions, most organizations’ strategic goals for email newsletters fall under one of three umbrellas: inventory monetization, selling products/services, or relationship building. Read on to learn which one is right for you.
Inventory monetization: Earning revenue within the email channel and high-quality traffic
If your business model depends on ad revenue or paid-subscription signups, email may be the number-one way to monetize, while enticing an audience to your site.
That’s true whether the goal is scale or quality. Whether you’re seeking the highest volume of traffic possible, or want to spur greater activity among a subset of engaged users, an email newsletter that features compelling content and relevant ads can be a consistent, reliable driver of revenue. Email inventory can be monetized just like a website, and with recent developments, can even offer native ads or content recommendation units – further expanding revenue capabilities. An attractive, modern template that immerses readers in long-form content (or drives their eyes to the highest-value calls to action) can amplify results.
Selling products/services: Boosting the success of your business-development operation
A more traditional strategy for email newsletters is to use them as a direct driver of sales. CPG companies, retailers, and B2B-focused businesses find success using newsletters to promote special offers, announce new product offerings, or keep customers informed of unfinished purchases or outstanding order information.
The outcomes are improved when the newsletter template is clear, uncluttered, and optimized for attractiveness: Sam’s Club found that using a layout with three ad units earned 2.5x higher revenue than those with a single ad slot.
Relationship building: Building and nurturing an engaged audience
If you’re more interested in keeping customers engaged long-term than on driving individual purchases, your newsletter strategy should focus on helping readers grow more passionate about your business. This is the case if you’re using your newsletter for recruiting, earning referrals, or seeking to increase loyalty among your audience.
To earn that loyalty, use your newsletter template to surface what customers love most about your company or inspire them to use your product in interesting new ways. A template that can incorporate ads and promotions alongside shareable images, tips, and timely content can help build revenue (without compromising your audience’s trust).
Engaging your audience by email can reap massive ROI for your business. But as with any marketing initiative, your success with email newsletters starts with the right strategy. By setting clear objectives, monitoring smart metrics, and using quality email templates capable of delivering on your goals, you’ll earn the highest impact possible from email newsletter engagement.
Download the white paper for more details and information on email template strategies and best practices.