Another newsletter? That’s the last thing we need… or is it? If you have a small business or are looking at creating additional income streams, bulk email distribution could be one of the most effective tools in your digital strategy. Whilst many of us may feel like we already receive too many emails, the trick is not to send more emails; it’s to make them more valuable.

In our own business, we use regular email campaigns to stay in touch with our network so that we can sustain and add value to our relationships with clients. We’ve always seen that engagement goes up and down, but over the long term, it’s served as a valuable tool to stay present of mind and accessible to our clients.

During the pandemic of 2020 – many businesses had to shift to digital engagement, or upscale their strategies, to keep their businesses alive. In many cases, they thrived. But it wasn’t just about selling; it was about telling their story and engaging with the stories in their networks.

At a time when people felt isolated and alone, it became a smart way to keep in touch and connect on a deeper level.

Hubspot’s latest research for 2022 showed some positive stats for email marketing:

  1. 78% of marketers have seen an increase in email engagement over the last 12 months.
  2. Marketers who use segmented campaigns note as much as a 760% increase in revenue.
  3. 64% of small businesses use email marketing to reach customers.
  4. 4 out of 5 marketers said they’d instead give up social media than email marketing.

You might have social media and blogs, but a newsletter adds extra strength and resilience to your online communications. 

As  Adrian Mahoney says, “It’s a direct link straight to your clients’ inbox. Not everybody is on social media, and it reminds them that you’re there. It’s been a really good lead generation exercise for me.”

If you’ve abandoned your email engagement strategy, it may very well be a good time to revitalize it!