Are Newsletters Still Relevant?

As I sit here writing this, I gave serious thought to just stopping my newsletter altogether. Between the massive GLUT of AI-produced “content” and the proliferation of luke-warm blasé’ newsletters everywhere you look, you start to wonder if the tactic itself might be compromised. So let’s take a real look at that, shall we?

According to the American Marketing Association’s latest figures E-mail marketing typically yields a high return on investment (ROI), with an average of $36 for every $1 spent. This translates to a 3600% ROI. Some industries, like retail and e-commerce, can achieve even higher ROI, with some businesses reporting $45 or more in return for every $1 invested.

But….it has to be good. The email can’t just be garbage—or you get garbage results.  

But what do we mean by good? I like Marvel movies, but that doesn’t mean they’re good. Good in this sense means they are about the CUSTOMER’S problem and how we as a business plan to solve it for them. So our email must be RELEVANT, NON-INTIMIDATING (aka short) and FOCUSED.

I had a client recently that wanted to send out an e-newsletter about how they were selected be on the Forbes Council of Experts and how wonderful that would be…for them including special travel discounts and amenities reserved for only the truly important people.  Yikes. I killed that story. It’s IRRELEVANT and honestly, it’s just vanity and bragging posing as marketing. Don’t do it. Your audience does not care about you unless you are solving something for THEM.

So you’re asking — ok but are newsletters still relevant and if so, why?

Here’s a few reasons why newsletters remain effective even in the overly saturated AI land of today:

  • Direct Reach: — Newsletters allow you to communicate directly with your audience, bypassing the algorithms of social media platforms which decide how many people you will reach.
  • High ROI: — Email marketing is known for its high return on investment and you saw those numbers.
  • Engagement: — Many marketers report increased email engagement, with open rates remaining high, says Whippet Digital.
  • Personalized Content: — Newsletters allow for the creation of highly personalized content, which can resonate with subscribers on a deeper level and foster stronger relationships
  • Cost-Effective: — Newsletters are a cost-effective marketing tool, offering a way to build an audience and engage with them regularly.
  • Building Relationships: — Consistent delivery of valuable content can build trust and loyalty with your audience.
  • Tracking and Analysis: — Email providers make it easy to track key metrics like open rates, click-through rates, and conversion rates, providing valuable data for improving your marketing efforts

So…I’ve decided to keep this thing going. Hey, it’s cheaper than therapy! I’d always love to hear your thoughts on these subjects so reply to this lovely e-newsletter and let’s talk about it.