White Paper: Creating Email Newsletters That Convert - Page 6

2. PROBLEM STATEMENTS

Newsletters build strong relationships with customers, but they’re tricky to implement properly. The task traditionally fell to communications or HR managers who quickly curated content and mailed it to their subscribers. And the result? Lots of boring newsletters in lots of trash cans.

Although digital newsletters can avoid the same fate with the right tools, they still present marketers with several challenges.

PROBLEM 1:

Establishing effective communication between marketers and customers



Keeping customers in the loop is priority #1 for every operational business today. With newsletters, companies inform customers about any new products or services they’re offering. Marketers must consistently deliver beautiful, compelling emails that drive action and aren’t immediately marked as spam.

But according to Campaign Monitor, the average office worker receives 121 emails every day. The unfortunate truth is that many marketers flood people’s inboxes with useless emails. And the outcomes aren’t pretty; 78% of consumers have unsubscribed from a brand’s email list because it was sending too many emails.