Mrigaa Sethi’s Post

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Senior Group Editor @ Ink | MFA, Editorial Strategy, Newsroom Management, Longform & Digital Editing

"My boss really loves them," is a terrible reason to start a newsletter. And yet I've heard it more than once. Other bad reasons I've heard include: - looking great to your board - keeping up with your competitors - taking up an offer to use someone else's mailing list - or keeping your marketing agency busy. It's a shame, because there are dozens of GREAT reasons to start a newsletter, all of them focused on the person who will actually read them – the recipient, the consumer, the client. Here are just six: 1. A real audience that's yours to keep. It takes times, but once someone opts-in, they know your brand, your product and they want to hear more from you. They're not rented from social media giants or paid-for mailing lists. 2. Segmentation of target groups. Sell a variety of products/services that would appeal to different groups? Segmenting allows you to send different content to groups that are most likely to appreciate it. 3. Earning and building loyalty. They signed up because they went to an event, or read a great blog post you did. Now's your chance to keep giving them value: through more knowledge, birthday perks, more promotions, more exclusive sign-ups to product launches, giveaways, etc. 4. Strong collaborations. Once you have a decently sized list of active subscribers, you can collaborate with similar brands to expand your reach while still bringing value to your audience. Caveat: the partner brand has to be a good fit! 5. Website traffic. Once you add a piece of content to your company blog, it's time to distribute it as hard as possible. And who is more likely to read it than your existing fans? Letting them know there's new, value-giving content on the site will up your page views. 6. Audience insights. Most popular email marketing clients have great analytics. More than just open rates, they can give heat maps, click through rates, demographics, etc so you can keep learning which approaches/products/promotions are resonating with your audience. Bottomline: if you think your business needs a newsletter, you're probably right. But knowing your exact reasons will determine whether it's a success or something only your boss reads. What are some other great and terrible reasons to start a newsletter? #digitalmarketing #emailmarketingstrategy #email #emailmarketing #emailnewsletter #content

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