Newsletters and E-mail Marketing

Harness the Power of E-mail Newsletters

More than websites, more than direct mail, and instant messaging, e-mail news is the most cost-effective, most powerful way to build your community. E-mail marketing, centered on a persuasive newsletter, can be at the heart of your organization's relationship with customers, clients, or membership. Newsletters have always been an important tool for staying in touch. And today's electronic newsletters, in e-mail form, are proving central to the marketing strategies of every kind of organization.

Here's what the research shows:

E-mail newsletter marketing is cost-effective
For every dollar spent on e-mail marketing in 2007, marketers could expect an estimated $48.29 return on investment. Engaging your audiences in more targeted communications (such as e-mail), with the help of a strong copywriter, increases net profits by an average of 18 times more than mass mailings.

E-mail is the preferred communications method
Research has shown that as many as 93 percent of survey respondents cite e-mail as their preferred business communications channel. An e-mail newsletter lets you maintain a relationship with your customers that lasts beyond their visits to your site. The newsletter is the perfect website companion. When users were asked to describe the benefits of e-mail newsletters, three reasons stood out, each being highlighted by more than one-third of users:

Informative: They keep users up to date (mentioned by two-thirds of the users).

Convenient: They're delivered straight to the user's information central and require no further action beyond a simple click.

Timely: They offer current information and real-time delivery.

E-mail marketing is exactly suited to not-for-profit communications
In 2007, not-for-profit e-mail growth was nearly three times that of Web site traffic growth. Using interactive tools like e-mail, one organization has increased online donations by 40% and grown its e-mail address list by 10%.

“A community needs news,” said the British author Dame Rebecca West, “for the same reason that a man needs eyes. It has to see where it is going.”

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