Marketing has become one of the most advanced and popular industries in the current era. Several sophisticated marketing techniques have been devised. Email newsletter marketing is one such a technique. Before, paper newsletters used to be dominant, they were, and probably still are, used by businesses to promote their products and brand. However, nowadays, email newsletters appear to be taking over. An email newsletter is one of the most effective marketing tools. It can be used to accomplish several marketing tasks such as promoting products, promoting brands, building relationships and acquiring new customers.
What makes the email newsletter superior to other marketing tools is its capacity to build and foster long term relationships. But how can an email newsletter help us build relationships? As you might already know, newsletters are published on a regular basis. And as the name ‘newsletter’ suggests, a newsletter is meant to communicate news between a sender, the company, and a receiver, the subscriber. Since newsletters are published regularly, the customer or prospect is brought into frequent contact with the company. This will eventually create a sense of familiarity between the customer and the company. And as the frequent contact continues, this familiarity develops into a relationship.
The customer will become with the company, its brand, products and activities. And if the company provides the customer with quality in their newsletter, they will gain his or her respect because the customer will start to see the company as an authority in its domain of business because they know what they are doing and they provide free quality content. He or she will start to feel that the company care about his or her needs and is trying to provide for them. The most important gain of the company is its customer’s trust.
When the customer starts to trust the company, they will become willing to buy anything they promote or recommend. The customer does this out of his trust. They will buy from the company again and again. Another advantage of email newsletter marketing is that it is a two-way marketing channel. In other words, the company can communicate with customers through its newsletter issues and articles and the customers on the other hand can communicate with the company by responding through their emails. This sort of two-way communication cannot be achieved in, for example, TV commercials.
Another advantage is the rapidity of email marketing. Unlike traditional paper newsletters which used to take weeks to reach the subscriber, an email newsletter reaches the subscriber’s inbox in an instant. Furthermore, it is far cheaper than any other form of marketing such as TV commercials, radio commercials, newspaper and magazine adverts, search engine marketing, paper newsletters, etc. all you have to pay is $19 per month which is the cost of the newsletter management service. It may increase a bit but this happens only when you have thousands of subscribers on your mailing list; otherwise you will have to pay no extra fees apart from the measly $19 a month.