The power of Newsletter advertising

Why does Newsletter advertising offer exceptional ROI? Newsletter advertising is an incredibly effective strategy for businesses seeking to engage with their opt-in audiences, and establish brand authority. With the rise of LinkedIn newsletters and advancements in personalisation and automation, the potential for growth in this space worth investigating and testing.

Whether using traditional email newsletters or tapping into LinkedIn’s growing ecosystem, businesses that invest in this channel will see long-term benefits.

Newsletter advertising is not new, but it seems to be a bit of a game-changer for businesses looking to reach engaged audiences, drive conversions, and maximise return on investment (ROI).

As consumers we are increasingly selective about the content we engage with, newsletters offer businesses a unique opportunity to connect with high-intent audiences who have opted in to receive communications. They have shown you some intent by ‘opting in’ – they are interested in what you have to say.

This article explores the benefits of newsletter advertising, supported by recent statistics, and dives into the growing potential of LinkedIn’s organic and paid newsletters.

Highly targeted audiences Newsletter subscribers actively choose to receive content, making them a more engaged audience than those reached via traditional display ads. Businesses can tailor ads based on subscriber interests, industry segments, and past interactions, ensuring higher engagement and conversion rates.
Exceptional open and click-through rates (CTR) Compared to other digital marketing channels, newsletters boast impressive engagement rates. According to OptinMonster, the average email open rate is around 22%, and the click-through rate averages 3.71%. This outperforms many social media platforms, where organic reach continues to decline. But, the catch is, you still need to get it right – if your newsletter does not deliver value, your audience will click the unsubscribe button fast – know your audience.
Cost-effective advertising with high ROI Email marketing delivers an average ROI of $36 for every $1 spent, making it one of the most profitable digital marketing strategies (Litmus). With newsletter advertising, brands can tap into this high return without the expensive overhead of traditional digital ads.
Trust and brand credibility Subscribers tend to trust the newsletters they subscribe to, giving advertisements within these emails greater credibility. Your audience have already vetted you before they filled in a form to opt-in. This trust translates into higher engagement rates and a greater likelihood of conversions.

To make the most of newsletter advertising, businesses should implement the following four strategies:

Segmentation and personalisation

Personalised emails can drive a 760% increase in revenue (Campaign Monitor). Segmenting audiences based on demographics, interests, or behaviours ensures that what you send them will resonate more effectively. This statistic is incredibly high, and unlikely to be achieved by every business, but highlights the benefits of implementing a high degree of personalisation.

Automation

Automated emails generate 320% more revenue than non-automated ones, allowing for timely, relevant interactions (Campaign Monitor). These numbers are taken from B2C businesses and do not reflect similar performance if your are a B2B business, but automation can really aid conversions.

If you have software that allows you to track and automate, use them to create personalised responses if you are a B2B business.

A/B Testing

Regular testing of subject lines, ad placements, and call-to-action (CTA) buttons can increase ROI by 82% (Litmus). Always try out new approaches, as getting a recipient to open your email requires ongoing refinement. Let’s face it, when your inbox is full, which of them will you open and look at?

Quality and valuable content

Any ads you include in your newsletter should complement the newsletter’s theme and provide value to the reader, whether through educational content, exclusive deals, or engaging visuals. Make sure what you are sending is useful, referenceable and valuable.

LinkedIn Newsletters: a growing opportunity

LinkedIn is a powerful platform for professional content distribution, offering both organic and paid newsletter options. It’s a great way to share valuable content and reach a wider audience.

Organic LinkedIn Newsletters

LinkedIn has over 146,000 newsletters and 500 million subscriptions, making it a highly valuable channel for organic reach (Nieman Lab)
Unlike traditional emails, LinkedIn newsletters leverage the platform’s built-in audience, helping businesses reach professionals in their industry without building a subscriber list from scratch

Paid LinkedIn Newsletters

Paid newsletters allow businesses to further promote their content
Businesses can use LinkedIn’s precise targeting options to reach specific audiences, ensuring their content is reaching the right professionals

Newsletter advertising is an incredibly effective strategy for businesses seeking to engage with their opt-in audiences, and establish brand authority. With the rise of LinkedIn newsletters and advancements in personalisation and automation, the potential for growth in this space worth investigating and testing.

Whether using traditional email newsletters or tapping into LinkedIn’s growing ecosystem, businesses that invest in this channel will see long-term benefits.