Reaching out to and staying in touch with a personalized experience delivered to your audience is the number one priority in a consumer-driven environment. It is a ticket to brand growth.

In today’s digital sphere, email marketing is an on-going process to link brands with their customers. And customers are spending a large amount of time checking email. Adobe found people check their email at least once per day.

Consumers Prefer Newsletters

People want to receive newsletters from brands. In studies conducted by Marketing Sherpa and Adobe, email emerges as the most preferred way to receive updates and promotional content.

Chart - How do customers want to communicate?


Chart: Preferred method of contact by brandsConsumers sign up to receive email newsletters for the most recent deals, to become ‘insiders’ for their favorite brands or to receive product news of carefully selected content.

All of this makes email newsletters accessible, valuable, and an entertaining source of topics, products, and ideas which engage consumers.

Play by the Rules

By sending email newsletters, you speak to people who want to hear from you because they chose to join your email list and grant you access to their email address. In effect this becomes a contract between your brand and the customer because you deliver what is promised upon customer sign up and in return, you gain access to their inbox. To make sure you only collect valuable subscribers who gave consent to join your email list, use the double-opt-in method.

Sending an email to permission-based lists not only makes you legally compliant, it enhances your chance to grow an engaged community.

Stay Top of Mind

Email marketing allows you to build relationships with your audience and that is the most profitable digital strategy. Your subscribers will become your biggest fans if you remain distinctive in their minds. You can do this by regularly appearing in their inbox.

Make an effort to get to know the needs of your subscribers.

  • Collect declarative data and target your content based on subscribers’ sex, location, declared interests, etc.
  • Collect behavioral data and segment your email list based on subscriber loyalty and engagement. With email, you can easily track metrics such as email opens, clicks, or conversions. You can prepare different content for loyal advocates of your brand or for those who need more incentive to become fully engaged.
  • Ask your subscribers directly about anything for which you want to receive feedback. Email a survey or a simple question where all they need to do to reply is tap a button.

Curate Effective Newsletters

Become familiar with the needs of your subscribers and never send them bulk email. Instead, use email personalization to reach them. In digital communication, it is so important to be authentic and as relevant as possible. Emails viewed as relevant by subscribers will get more opens and clicks.

Make sure to convey intent within your content, creatively and impressively. Email design impacts engagement metrics tremendously. Appeal to consumers using beautifully crafted emails.

Start doing regular inbox drops and see for yourself how an email newsletter can help you with content distribution, community engagement, brand awareness, and growth.

In today’s digital sphere, email marketing is an on-going process to link brands with their customers. Take a moment to review your email newsletter strategy and deployment using the key points contained in the newsletter refresher outlined above.

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