Why brands should have newsletters

In today's age of social media, one tends to overlook the importance of emails in our everyday lives. But seasoned marketers still make a strong case for emails—so much so that influencers and brands are trying various permutations and combinations to get their newsletter game right.

Newsletters aren't a new concept by any stretch of the imagination, and have only had a revival in the past decade. In fact, way back in 1977, the very first newsletter named Electronic Mail and Message Systems was sent via Arpanet and ran until 2001! But the popularity of emails in the late 1990s led to the subsequent growth of online newsletters, and in recent years, the creator economy has led influencers and big brands to rely on newsletters as a steady marketing channel.

Many factors have contributed to this trend. Come to think of it, nobody would have thought that emails would have withstood the growth of countless new communication channels. Newsletters garner a lot of attention on LinkedIn, Twitter, Medium, and any platform you can think of. Brands like Morning Brew have grown thanks to their ability to provide hyper-local newsletters to their readership, which often consists of millennials who are keen to learn more about finance and business.

Besides, there's been a fair degree of fatigue and distrust with social media platforms like Instagram and TikTok, which has in turn led to the rising popularity of newsletters and platforms like Substack, which became the chosen platform for influencers to build regular channels to dole out recommendations in finance, fashion and even politics!

Why have newsletters become popular ?

Businesses of all kinds—from regular companies to training academies to startup brands to film studios—want a piece of the influencer economy pie. And of all the tools available, many influencers have hit their stride using good old newsletters. It's a tad surprising to think that the latest stars of the modern economy are falling back on one of the most traditional means of marketing. But there are valid reasons for influencers' reliance on newsletters.

Communicate directly with your audience

A newsletter is your mouthpiece, conveying exactly what you want to say to your followers and subscribers. There's nothing more effective than a newsletter when it comes to establishing rapport with your followers and building relationships gradually over time. You also get to avoid third-party social media platforms, which are purely algorithm-driven.

Pro tip: Check out this video from wealth consultant Simon Snelder, who shares why he sees great value in email marketing when it comes to communicating detailed messages. Based out of the UAE, Simon reaches out to expats in the country with his newsletters, where he provides links to his longer videos and comprehensive stories on investing practices. This way, his subscribers can read the email at their convenience, come back to it, and digest the information when they have time.

Create personal connections

This is especially true when people follow you for a considerable period of time, as they see you grow as a brand and sometimes even get to influence your journey with their feedback. Email newsletters enable you to communicate directly with your audience and foster a sense of personal connection and loyalty. Also, by regularly sending newsletters, you can keep your audience updated on your latest content, activities, and projects.

Customize your newsletter content

Influencers can tailor their messages based on subscriber preferences and behaviors, which makes the content more relevant and engaging. Providing exclusive content like behind-the-scenes looks, early access to new content, or special offers can enhance the subscriber experience and deepen your relationships with them.

Establish your brand as an authority

The very fact that someone has subscribed to your newsletter means they want to hear more from you on a regular basis on a given topic or set of topics. As you share your insights, tips, or advice, you become an authority on a given topic. Also, routinely and consistently sending our newsletters helps you build consistent branding.

Pro tip: Boutique agency Hans Lorei curates a great newsletter wherein he shares everything from simple design concepts and home renovation ideas to personal musings and trending topics—all of which makes for an engaging read. It's not just about how well the newsletter is designed, but also about the personal touch you add to each post, which signals how passionate you are not just about the topic but for the discipline of design as well—and that you'll stay true to it!

Drive traffic and engagement

Remember how there was a time when a brand could simply start a page on Facebook, get people to like it, and make posts on a regular basis to reach those who were following the page? Well, things aren't the same anymore; brands find it nearly impossible today to cut through the clutter on social media. Today, newsletters can drive traffic to an influencer's blog, YouTube channel, social media profiles, or other platforms by promoting new posts, videos, and collaborations.

Pro tip: Take a look at the newsletter below, which comes from Indian financial influencer Sharan Hegde. He started off creating finance- and investment-related content on social media, but today reaches his followers effectively via his newsletters, through which he sells his courses, events, and consultation services. Over time, young investors have started referring to his ideas while making investment plans.

Find monetization opportunities

Affiliate marketing: Influencers often collaborate with multiple brands and can include links in their newsletters to promote products and earn commissions on sales.

Sponsored content: Just as brands pay influencers to feature their products or services in their reels and posts on social media, they can do the same for mentions in newsletters.

Product sales: Many influencers start off with their own product lines and can use their newsletters to sell their own merchandise or digital products to their subscribers.

View analytics and gather feedback

Email marketing platforms provide performance-tracking options to help you track email open rates, click-through rates, and subscriber engagement, which enables you to determine what content resonates most with your audience.

Pro tip: Using email marketing solutions that come with advanced real-time analytics is a great way to gain such benefits, as it helps you analyze the performance of your newsletter campaigns and improve your overall engagement strategy.

Many brands and influencers also insert surveys and feedback forms in their newsletters to gather insights directly from their audiences.

Own your data

I hate to break it to you, but even if you have a phenomenal following on social media platforms, social media doesn't really belong to any of us. Remember how some countries banned the use of TikTok, which pulled the rug out from under countless influencers? Algorithms also keep changing on social media platforms as well, so what works today might not work tomorrow. But email lists are yours! You can establish a stable and direct line of communication with your audience without worrying about a platform being banned or your handle not appearing in someone's feed because of a new algorithm.

Enhance your reach

While it takes time to build a loyal subscriber base with a newsletter, your subscribers are more likely to share engaging and valuable newsletters with their friends or colleagues. This helps you expand your reach consistently over a period of time.

Emails come with their own issues—mainly the issue of spam. But if you can launch a newsletter that can help you cut through the clutter and nurture a dedicated readership, you have a lot of potential waiting to be tapped. In our next blog, we'll explore how you can win the newsletter game using smart solutions available in the market.