Email Newsletters: A Great Tool for Customer Retention


Email marketing is vital to the success of your business. A well-written, timely newsletter your subscribers can rely on to engage and inform should be a key component to your email marketing strategy. Having a newsletter is a powerful way to stay top of mind with readers, providing a direct route to grabbing their attention.

What is a Newsletter?

A newsletter is a tool used by businesses to share valuable information with subscribers, often including a combination of text and imagery. By sending out a newsletter, you have direct access to your audience’s inbox, to share engaging content, promote sales, and drive traffic to your website. To create truly engaged audiences, you need to get their full attention in an environment you control — email.

What is a Newsletter’s purpose?

The purpose of a newsletter will differ from business to business. Some commonplace uses for newsletters include driving traffic to your website and social channels, offering helpful tips and information to your subscribers, and driving sales by offering coupons and showcasing new products.

A good newsletter should accomplish the following:

  • Engage your audience and get them to perform a desired action.
    • Create a call-to-action and try to push your readers to watch your latest YouTube video.
  • Offer your audience exclusive content they can’t get anywhere else.
    • Offer 20% off your newest launch for all your newsletter subscribers with an exclusive discount code.
  • Be informative and position your business to become a thought leader in your industry
    • Host a live Q&A just for subscribers with the founder of your company offering insightful information.

If done well and consistently, a newsletter’s possibilities are endless. Sending quality, well-thought-out content regularly — whether that’s weekly or monthly — will show your readers that you’re reliable and can be trusted as a credible resource. Being sporadic with sending your newsletter will lead to people forgetting about you or unsubscribing. Consistency is a key element to increasing your readership, but email campaigns, including newsletter distribution, are incredibly easy to track and measure the success of. By doing so you can continue to tweak your newsletter until you see the results you’re looking for.

Newsletters are key to customer retention

With any advertising, it’s important to refer back to the consumer journey and remind yourself of who you’re trying to reach with each marketing tactic.  Newsletters are great at driving customer retention, or those who have subscribed to your email distribution list.  This audience has likely opted-in to receive your newsletter.  They are interested, and what to be informed – it’s your responsibility to keep them engaged.

The River Valley Media Group team are experts in digital advertising and email marketing.  Every day we develop effective programs for our clients and can do likewise for you.  Complete the form below or drop us a note to learn more.

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