{"id":24855,"date":"2021-07-18T09:47:51","date_gmt":"2021-07-18T13:47:51","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=24855"},"modified":"2021-10-26T07:46:36","modified_gmt":"2021-10-26T11:46:36","slug":"why-email-newsletters-are-so-valuable","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/07\/why-email-newsletters-are-so-valuable\/","title":{"rendered":"Why email newsletters are so valuable"},"content":{"rendered":"<h2>They\u2019re the best tool for supplementing websites<\/h2>\n<p>You can&#8217;t beat an e-zine for complementing a website, writes usability expert Jakob Nielsen. After all, he says:<\/p>\n<figure id=\"attachment_27183\" aria-describedby=\"caption-attachment-27183\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27183\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/07\/why-email-newsletters-are-so-valuable\/why-email-newsletters-are-so-valuable\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-email-newsletters-are-so-valuable\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Nobody does it better&lt;\/strong&gt; Email remains the perfect complement to websites and social media, argues Jakob Nielsen. &lt;em&gt;&lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/smiling-black-young-man-glasses-holding-1296335626&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;Image by fizkes&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable.png\" alt=\"Why email newsletters are so valuable\" title=\"Why email newsletters are so valuable\" width=\"450\" height=\"300\" class=\"size-full wp-image-27183 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27183\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/07\/why-email-newsletters-are-so-valuable\/why-email-newsletters-are-so-valuable\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-email-newsletters-are-so-valuable\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Nobody does it better&lt;\/strong&gt; Email remains the perfect complement to websites and social media, argues Jakob Nielsen. &lt;em&gt;&lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/smiling-black-young-man-glasses-holding-1296335626&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;Image by fizkes&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable.png\" alt=\"Why email newsletters are so valuable\" title=\"Why email newsletters are so valuable\" width=\"450\" height=\"300\" class=\"size-full wp-image-27183\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/11\/why-email-newsletters-are-so-valuable-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-27183\" class=\"wp-caption-text\"><strong>Nobody does it better<\/strong> Email remains the perfect complement to websites and social media, argues Jakob Nielsen. <em><a href=\"https:\/\/www.shutterstock.com\/image-photo\/smiling-black-young-man-glasses-holding-1296335626\" target=\"_blank\" rel=\"noopener noreferrer\">Image by fizkes<\/a><\/em><\/figcaption><\/figure>\n<ul>\n<li>E-zines push; websites pull.<\/li>\n<li>E-zines are best for communicating news; websites are best for communicating deep research.<\/li>\n<li>E-zines nurture relationships; websites facilitate fulfillment.<\/li>\n<\/ul>\n<h3>Better than social media<\/h3>\n<p>&#8220;Email newsletters are a better way to stay in touch with customers than updates posted on social networks like Facebook or Twitter,&#8221; Nielsen says. That&#8217;s because:<\/p>\n<ul>\n<li><strong>E-zines sit in the inbox<\/strong>. But new social media postings constantly replace old ones in the news stream.<\/li>\n<li>People often use social media for keeping in touch with family and friends. <strong>Business updates may seem out of place<\/strong> in this environment.<\/li>\n<li><strong>E-zines can deliver more useful information <\/strong>than status updates, especially at 144 characters.<\/li>\n<\/ul>\n<p>Indeed, Nielsen reports, only 10% of participants in a recent study chose to receive updates from companies through Facebook; 90% opted to do so through an e-zine.<\/p>\n<h3>Nurture the relationship<\/h3>\n<p>Your e-zine subscribers are usually your most loyal customers and fans, Nielsen says. So reward them and nurture that relationship:<\/p>\n<ul>\n<li><strong>Deliver great value in your e-zine.<\/strong> Give them news they can use and share with their own fans and followers.<\/li>\n<li><strong>Announce news in the e-zine<\/strong> before updating via social media.<\/li>\n<\/ul>\n<p>That&#8217;s important, Nielsen says. E-zines influenced business-to-business purchases for half of the participants in his study.<\/p>\n<h3>Email newsletters remain powerful<\/h3>\n<p>Plus, email newsletters are:<\/p>\n<ul>\n<li><strong>Cheap<\/strong>. Emailing a company\u2019s own list costs only $1 a sale, according to Forrester Research. That compares with $20 a sale using snail mail.<\/li>\n<li><strong>Viral<\/strong>. If email newsletter readers like what they receive, they forward the message to 11 people, on average, according to the Direct Marketing Association.<\/li>\n<li><strong>Well read<\/strong>. People who do open email newsletters read, on average, 64% of each issue\u2019s content, according to a study by IMN Inc., an e-marketing firm.<\/li>\n<li><strong>Personal<\/strong>. Readers have an emotional response to newsletters that they don\u2019t have to Websites, according to usability guru Jakob Nielsen. That helps you develop a stronger relationship with your subscribers.<\/li>\n<\/ul>\n<p>\u201cEmail newsletters are so powerful that the best of them do have a future, despite ever-more-adverse conditions,\u201d Nielsen says.<\/p>\n<p>Are you tapping the benefits of this powerful communication vehicle?<\/p>\n<div id='MC-EMAIL-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-67\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How can you reach email recipients on mobile?<\/h3>\r\n<p>Two thirds of email recipients open your email on their smartphones, not their laptops. Some 7% read your email newsletters in the bathroom. (And the other 93% are lying.) <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%; \" class=\"img-max\"><\/noscript><\/a><\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>Problem is, reading your email newsletter on the small screen is like reading <em>War and Peace<\/em> through a keyhole. It\u2019s not easy to get the word out on a 5.5\u201d rectangle.<\/p>\r\n\r\n<p>So how do you reach recipients via email newsletters and marketing promotions?<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>Find out at <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><strong>Get Opened, Read, Clicked<\/strong><\/a> \u2014 our email-writing workshop.<\/p>\r\n\r\n<p>You\u2019ll leave with tricks, tips and techniques for writing emails that get opened, read, clicked and shared.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>______<\/p>\n<p>Sources: <\/p>\n<p>Jakob Nielsen, \u201cEmail Newsletters Pick Up Where Websites Leave Off,\u201d Alertbox, Sept. 30, 2002<\/p>\n<p><em>Forbes,<\/em>\u00a0June 10, 2002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>They\u2019re the best tool for supplementing websites<\/p>\n","protected":false},"author":6,"featured_media":27183,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[158],"tags":[159,3206],"class_list":{"0":"post-24855","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email","8":"tag-email-2","9":"tag-newsletters","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why email newsletters are so valuable<\/title>\n<meta name=\"description\" content=\"Nobody does it better: Email remains 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