Many business owners fail to recognize the importance of utilizing their secret weapon – their mailing list. Email marketing continues to outperform other digital marketing tactics in terms of ROI. Research conducted last year by the Direct Marketing Association (DMA) and Demand Metric found that email had a median ROI of 122 percent – more than 4x higher than other formats examined, including social media, direct mail and paid search.

If your business isn’t sending out an email newsletter, you’re missing out on the cost-effective opportunity to connect one-on-one with your consumers and generate new leads.

Keep Your Business Visible on Your Target Consumer’s Radar

What is the first thing you do when you wake up? Research shows that 46 percent of Americans reach to check their smartphones before they even get out of bed in the morning. Are millennials in your target demographic? The same study found that of those Americans, 66 percent were millennials. If the first thing your ideal consumer is doing is reaching for their phone in the morning, why not put yourself in their inbox? Email newsletters help ensure that your audience doesn’t forget about you, and it keeps your business in front of them until they are ready to buy.

Form and Foster Personal Connections with Your Prospects

Email newsletters allow businesses to humanize their brand, creating more personal and intimate connections with prospects and clients along the way. Email is a great platform for strengthening brand awareness, generating customer loyalty, announcing new products and fostering a reputation as a trusted leader in your industry. This can lead to an increased lifespan of your customer relationships. Be sure to keep your email newsletter relevant, brief, engaging and conversational.

Find Out What Your Target Consumer Really Wants

Aside from allowing you to display your expertise on a deeper level, email newsletters can help you determine what your target audience really wants from you, so that you can tailor your offerings and presentation according. Which topics are your subscribers actually clicking to open? Which topics generated little to no interest? Analyzing this data can help you determine the best course of action for maximizing the effectiveness of your email newsletters.

Save Money and Resources with an Email Newsletter

As aforementioned, email marketing is proven to provide a strong ROI for a fraction of the cost of other marketing techniques. When you can drive business revenue without breaking the bank, it’s something you need to consider implementing. Note: Your email newsletter must be mobile-friendly, otherwise consumers are likely to delete it immediately before processing any of the intended message.