Although we live in a world obsessed with the next big breakthrough in technology, oftentimes, simple things make the biggest impact.

 

And, that’s why we’ll be covering the advantages of Email Newsletter Marketing in today’s blog post. More specifically, how this marketing tactic can give you the unique advantage of a receptive audience, less distractions, and buyer intent that you can utilize to build your business.

 

Interested? Continue reading for more on the unique advantages of Email Marketing, and how each one can help you better market your business!

 

 

A Receptive Audience

The first advantage of Email Newsletter Marketing that we’ll be covering today, is that this marketing tactic gives you the unique ability to reach an audience that is already warm and receptive.

 

Unlike many other marketing tactics, both traditional and digital, with Email Newsletter Marketing, you can promote your business to a specific audience that wants to receive your promotional content. To put this advantage into perspective, let’s compare Social Media Advertising with Email Newsletter Marketing.

 

With Social Media Advertising, you may be able to narrow down your targeting parameters to reach an audience that falls within your niche, but this audience will never be as receptive as one that signs up for your Email Newsletters. In other words, despite the abundance of targeting tools, with Social Media Advertising, you can only reach people who are likely to be interested in your business. But, with Email Newsletter Marketing, you are guaranteed to reach people who are interested in your business. 

 

This is due to Canadian laws that cover marketing consent. In Canada, businesses need direct consent or implied consent before they can do any type of Email Marketing. 

 

As the name suggests, direct consent is when a person explicitly gives a business permission to send them promotional emails. For example, while shopping online, you’ve probably seen a checkbox to sign up for an email newsletter as you check out. And, in-person, a cashier may ask for your email address after scanning all of your items.

 

As for implied consent, it refers to when a business can assume that they have permission to send you their promotional emails based on your previous interactions with them. For example, if you purchase something online, a business can assume that they have permission to send you follow-up emails, whether they are related to customer service, or more promotions.  

 

With that being said, a checkbox may make consent feel like a request, but along with it, comes one of the most important advantages of Email Newsletter Marketing: A warm and receptive audience. And, for small business owners like you, this means that Email Newsletter Marketing can be a tactic that is both incredibly efficient and effective, especially when compared to other tactics that attempt to persuade a cold audience.

 

 

 

 

Less Distractions 

The next advantage of Email Newsletter Marketing that we’ll be covering is that it allows you to promote your business to an audience with minimal distractions.

 

Thanks to Canadian consent laws, and the nature of an email inbox, your leads can control exactly how much marketing content they receive, and who they receive it from. But, if your business is lucky enough to get consent, then, you have the unique privilege and opportunity to promote your business with an Email Newsletter.

 

So, in addition to reaching an audience of leads who are already warm and receptive, by directly reaching their email inbox, you can promote your business without having to overcome the distractions that come with other marketing tactics. Plus, your email will be grouped with other businesses that your leads have specifically chosen, which means that your Email Newsletter would be part of an exclusive club of companies that your leads love! 

 

For example, let’s continue with our previous comparison, and look at the differences between Social Media Advertising and Email Newsletter Marketing. 

 

When you advertise on Social Media, you can optimize a tonne of different targeting elements to increase the odds that your ads reach an ideal lead. But, even if you fully optimized your ads, you won’t be able to cut out all of the other distractions that your target audience scrolls through while on Facebook and Instagram…

 

In other words, you can tweak your targeting endlessly, but you can’t stop other businesses from advertising on social media, and you definitely can’t keep your target audience from getting distracted by posts from their friends, family, other pages that they’ve liked, or whatever Facebook and Instagram recommends them!

 

Therefore, even if your Email Newsletter is grouped together with other businesses that your lead loves, this “competition”, is nowhere near as distracting as all of the other content on Facebook and Instagram. And, for business owners like you, this means that Email Newsletters can make a stronger impact, and increase the odds that your marketing efforts result in sales.

 

 

 

 

Audience Intention

Finally, onto the last advantage of Email Newsletter Marketing, the intention of your audience when they open their inbox.

 

Similar to our previous points, this advantage is also the result of laws that surround marketing consent, as well as the innate nature of an email inbox. In addition to reaching a warm and receptive audience, and bypassing the distractions that come with other marketing tactics, Email Newsletter Marketing is also incredibly effective as people open their inbox with the specific intent to read each of their emails.

 

For example, let’s continue with our previous comparison, and take a look at the differences between Social Media and Email. On Social Media, users have an abundance of entertaining content to infinitely scroll through, and said content can be from people and organizations they follow, or from Meta recommendations. Because of this, Social Media users typically open up Facebook or Instagram intent on flying through their feeds in search of the best entertainment. 

 

On the other hand, in an email inbox, users have a curated inventory of emails to sort through, and said emails are specifically from people and organizations that have consent. Because of this, people will typically open up their email inbox intent on taking much more time to read and absorb each email individually. 

 

For you, this means that Email Newsletter Marketing can give you a competitive advantage as your target audience will be much more likely to genuinely digest your promotion and take action, instead of scrolling right by!

 

To sum things up, similar to the advantages that we’ve already covered, having a database of customers intent on reading your promotional content is an indirect result of marketing consent, and the nature of an email inbox. And, even if your target audience has other businesses that they’ve given this privilege to, your marketing efforts here are much more likely to earn engagement and influence action, than other digital marketing channels. 

 

 

 

 

In conclusion, in today’s blog post, we covered several aspects of Email Newsletter Marketing that showcase the unique advantages it has over other marketing tactics, especially when compared to tactics where you need to cut through clutter for a sliver of attention.

 

More specifically, we went over how Email Newsletter Marketing can give business owners like you, the unique opportunity to directly promote your business to an audience that is not only generally warm and receptive, but intent on learning more about your offers!

 

Are you looking to outsource your Email Newsletter Marketing? Contact us to learn more about our services! We would love to learn more about your goals, and help you build your business.