Starting in the 1990s during the age of AOL dialup, businesses have been using e-mail newsletters as a marketing strategy to keep customers engaged. E-mail newsletters are publications sent out by a business to prospects and customers on a regular basis. These newsletters typically contain content that interests its readers. Though it was once considered the best way to generate leads, social media has since taken the crown as the most effective marketing effort for many businesses. You may be thinking that e-mail newsletters are no match for the digital marketing strategies of today. The truth is that e-newsletters still play a large role in establishing effective communication with your customers and prospects.

Here are the many reasons why you should consider starting an e-mail newsletter:

Gain access to statistics

Modern e-newsletter platforms provide analytics that tell you very detailed information about the type of people that engage in your emails, where they are located and what links they click on. This data allows you to decide what works and what doesn’t in regard to the type of content you should put in your newsletters and how often you should send them out. This information is also important for figuring out if your content is reaching the intended audience which will help with deciding who to target in your other marketing strategies.

Boost Customer Engagement

Consistently providing valuable information to your customers is a great way to keep them engaged with your brand. In addition to promoting your products and services, an e-newsletter can also include videos, blogs and other content that can answer questions and provide solutions for your customers and prospects. Additionally, you can use your newsletters to send how-to articles, instructions and tips to your current and prospective customers.

Email Newsletters Direct Traffic to Your Website

An e-newsletter is a great way to cross-market between multiple mediums because you can specifically link customers to content on your website and social media pages. This way, you will be able to keep your website, Facebook and Twitter accounts fresh in the minds of your customers as they are more likely to check out a new post mentioned in your newsletter that may have otherwise gone unnoticed.

Show Your Personable Side

Sending updates, thoughts and personal stories via e-newsletter makes it easy for business owners to show their customers a new side of them that is human and relatable. Building a relationship with your customers is critical for establishing trust and confidence in your business. A customer that feels as if they know you tends to be more loyal to your company even if your prices are a little higher than the competition.

Save Money

Maintaining an e-newsletter list is much cheaper than it would be to print and send postcards, letters and flyers via the traditional postal service. E-mail marketing is especially cheap if you plan to send the e-mails yourself but even using a digital marketing platform should only cost you a couple hundred dollars a month. Statistics show that e-mail marketing has one of the highest returns on investment at $43 for every dollar spent.


E-mail newsletters are a fantastic way to expand your market reach and develop long-lasting relationships with your customers. However, you may find your newsletters in customers’ spam folders if not done correctly. Should you decide to implement e-mail newsletters into your current campaigns, be sure to invest adequate time and effort into finding a creative and unique idea and finding the right people to help you execute it.

Learn more ways to leverage your website for keeping in touch with existing customers with our guide.

Trades.org can help you determine the most cost effective way to keep in touch with your customers. Find new leads and close more deals with our website and brand management service that make you stand out from the competition.