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5 Reasons Why Newsletters are Important to Send to Customers

Email marketing is a powerful tool to connect with your customers and grow your sales. 

This is because, unlike other channels like social media, email is personal and lets you reach your audience directly in their inbox. 

And one of the most appealing aspects of email marketing is its ability to be largely automated. 

When a new subscriber signs up for your email list, they automatically receive your welcome email, when they abandon their cart, they receive an abandoned cart email automatically, etc. 

Not only do these automated emails only need to be set up once, but they are also some of the most valuable emails you’ll ever send in terms of the sales they generate.

But while email automations are undeniably powerful, a decent email marketing strategy never relies on them completely. Instead, the best-performing strategies recognize the importance of manually sending regular email newsletters to existing customers.

Here are 5 reasons why sending newsletters is vital to the success of your email marketing. 

Promote your products and services

Email newsletters are a great way to promote your products and services. 

And while you can (and should) do this in your welcome and cross-sell emails, these automations tend to only promote your most popular items or ones similar to what your customers have already purchased. 

Their weak spot is in promoting products and services that are new to your store or that your customers haven’t discovered yet. 

Let’s say you’re running a fashion store and someone receives your welcome email. In this email you’ll likely just include some examples of your best-selling items from your popular product categories. After all, you don’t want to overload your welcome email with everything you sell.

Let’s say they then go on and purchase a t-shirt after which they receive a cross-sell automation recommending some similar t-shirts or some complementary jeans. 

Just relying on these automations means your customer may never realize you also sell accessories like sunglasses. But by sending out an “our favorite sunglasses this summer” style newsletter, you’ll promote awareness of your lesser-known products. 

And then there’s also new product or collection launches that make for excellent newsletter content that’ll spread awareness and boost sales.

newsletter example

Keep your customers engaged 

To keep your customers engaged with your email marketing and your store more generally, you’ll want to be sending emails on a regular basis. 

We’ve actually looked at aggregate open rate, click-through rate and sales rate data from our thousands of users to gauge the optimal email send frequency and the conclusion is that you want to be aiming to send an email a week. 

Achieving this frequency is going to be hard, if not impossible, if you just rely on email automations.

This is because automations only send when customers match a particular set of criteria (such as abandoning a cart or spending a particular amount of money). 

And if you don’t send emails frequently enough, then your email list will become disengaged and you’ll miss out on sales as a result. 

This is where email newsletters come in. 

By regularly sending newsletters, you’ll keep your subscribers engaged and your store front of mind which will both lead to more sales.

Keep your customers informed and up-to-date

It’s not just about keeping your store fresh in the minds of your customers, however. 

Email newsletters are also a great and vital way to share important news and keep your customers up-to-date. 

Some examples of this include if your store opening hours are changing, if you’re opening in a new location, if there’s an issue processing orders, etc. 

Basically, if there’s any announcement or update you think your customers should be aware of, then you should be dedicating a newsletter to it. 

Don’t just rely on a notice on your website or social media post. Email newsletters are the best way to spread the news quickly and reliably.

hermes announcement newsletter

Support your other marketing channels

Email is great. In fact, it’s so great it’s the most profitable marketing channel there is.

But that doesn’t mean that other channels aren’t important. 

And in addition to utilizing other channels like social media, your email newsletters are a useful and important way to support your broader marketing efforts.

For example, you could dedicate a monthly newsletter to showcase your top-performing social posts of the month. That way you’ll grow your social following and improve the effectiveness of your social media marketing while also engaging with your customers through email.

Just like Society 6 has done in their newsletter below.

social media email from society 6

If you’re running a competition on social media, you’ll also want to let your email subscribers know about it. Or if you’re setting up SMS marketing, you might want to send a newsletter enticing your subscribers to sign up for SMS alerts. 

Promote your sales and events

Lastly, email newsletters are also a great and vital way to promote your sales and any other events you’re running.

Unsurprisingly, this is also what newsletters are most commonly used for. 

If you’re holding a weekend or holiday sale you’ll want as many people as possible to know about it so you can generate as many sales as you can. 

And the best way to spread the word is by sending a newsletter out to your email list. 

These types of email newsletters are so common and straightforward their importance is pretty much self-explanatory. But they are a good example of how effective and important manual email campaigns are in addition to email automations.

sale newsletter

Conclusion

All too often stores will focus on either email automations and neglect to send newsletters, or will only ever send newsletters without setting up any automations. 

A successful email marketing strategy always makes good use of both types of emails. 

And while automations are incredibly powerful, it’s just as important to send newsletters regularly to your customers. 

Doing so will keep them engaged when they aren’t receiving your automated campaigns, informed of new products and updates, and ultimately boost your sales. 

If you find yourself unsure of what to include in your newsletters, check out our list of email newsletter ideas. 

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