Newsletters aren’t just thoughtless emails sent to subscribers to remind them of your existence. They’ve become an essential tool for communicating with audiences in a world of non-stop news alerts and media consumption.

According to Venngage, the average person gets 121 emails each day. With inboxes stacking up even before most have had their morning coffee, it’s easy to wonder how your email can stand out or if it will end up in the trash bin during the daily delete spree.

Even so, with the news cycle dominated by post-election discussion and holiday buzz, newsletters can be highly-effective communications tools to provide thoughtful messaging in a controlled space to your audience – as long as you have something to offer them.

Building Trust

Unlike social media, which depends on algorithms and trends to appear in your demographic’s feed, newsletters are subscribed to based on trust. Your audience chooses to opt in. You already have their ear. Now, you need to decide what you’re going to say.

Practicing Hyperspecificity

Newsletters allow you to release hyper-local messaging, which keeps your emails relevant to your audience. Got an announcement that only affects people in the Panhandle? Only send an e-blast to your subscribers who live there. Want to share a new trend that’s happening in a specific industry? Only send it to folks you think will be affected.

You have the freedom to tailor your content, which increases the chance that your audience will respond to your call to action and establishes credibility that you have worthwhile information to share that is worth their time.

Using a Clear Call to Action

Every newsletter offers an opportunity to provide a clear call to action that can direct your audience to the destination you want them to go. That could mean leading them to your website, clicking to read the rest of a blog post, or engaging on social media.

This approach is called cross-channel promotion, and it's a way to connect the dots between the different places where your brand lives online. Newsletters serve as the perfect glue to bring it all together.

This year, take the time to craft a message that will get your audience excited to see your email in their inbox and consider using a newsletter to bring that message to life.

SalterMitchell PR is a member of the IPREX Global Network, where you can find additional resources on digital strategy and how to cut through the noise using digital marketing tips.

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‍SalterMitchell PR is a full-service communications consultancy with 25+ years of experience generating results. Our deep understanding of how to help clients effectively reach, engage and influence people across the state makes us Fluent in Floridian. Contact us to learn more about our media relations, public affairs, marketing and advertising, and creative services.

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