PRINT PACKS A PUNCH
According to The DMA Statistical Fact Book 2005, 65 percent of marketers give high marks to newsletters and use them regularly. A newsletter can carry multiple messages, both educational and promotional, and take any number of forms to meet budgetary needs, mailing directly or riding along as a statement insert.
Survey says: It works
First Marketing’s own Newsletter Readership Study shows that customers do read and respond to newsletters.
- 66 percent recalled seeing the newsletter.
- Of those who recalled, 65 percent reported reading every or almost every issue.
- 70 percent read all or some of the articles in each issue.
- About one-third of readers indicated that they did additional business with the sponsor or otherwise took action as a result of something they read.
For more newsletter results, including the effects of frequency and format on response, click here for a free copy of the Newsletter Readership Study.
E-NEWS REVIVES CUSTOMER INBOXES
MarketingSherpa’s E-mail Marketing Metrics Guide 2005 found that e-mail newsletters are flourishing. Of surveyed B-to-C marketers, 90 percent say their brand publishes an e-newsletter and 60 percent plan to increase spending in 2005.
Relevancy rules
Permission-based, or opt-in, e-newsletters can be very effective relationship building tools. These vehicles can be easily personalized based on customer interests and preferences, differentiating these e-mails from the spam that now accounts for 60 to 70 percent of all e-mail traffic.
Consumers reveal benefits
In the NN/g Email Newsletter Usability report, two-thirds of study participants liked e-newsletters because they are informative and keep readers up-to-date. More than one-third of users cited convenience, timely information and real-time delivery as other benefits.
For more e-newsletter insights, click here for a free copy of “Quick Tips for Highly Effective E-newsletters.”
For an e-newsletter case study, click here. |
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A NEWSLETTER IS OFTEN
THE ANCHOR OF A COMPREHENSIVE RETENTION PROGRAM, addressing multiple objectives like education, value reinforcement, product cross-sell/upsell, and referral growth. Small and unassuming (but very effective) both print and online newsletters continue to quietly connect with customers in their homes and offices. |
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