Why Should Tech Businesses Invest in Email Newsletter Marketing?

The following is a guest post written by freelance journalist, Saffa Faisal.

So you’ve developed a fancy tech product that’ll change the world.

But, what now? Do you just wait for a million-dollar investment to land on your lap? That might be a little too far-fetched of a dream.

The truth is that no one will know how great your tech product is if you don’t tell them. The best (and the easiest) way for you to narrate your brand’s story is through email newsletter marketing.

What are Email Newsletters? Remember your school’s noticeboard? It was pinned with letters from local bakeries showing their new brownies or charities asking for donations.

Email newsletters are exactly that, but with a small difference. They are not displayed on school noticeboards but sent to your customers via email.

Email newsletters are meant to update your customers about company news, industry insights, and whatever information that might be valuable for them. Of course, email newsletters can be promotional, but the main focus is on sharing valuable content.

Aren’t Email Newsletters Outdated? No, they’re not, and they won’t ever be.

According to the Content Marketing Institute, 40% of businesses believe that email newsletters are vital to their content marketing success.

Well, that’s a no-brainer. People love reading email newsletters mainly because they don’t force a sale. Newsletters nurture your leads by sharing valuable information.

Why Should I Invest in Email Newsletter Marketing?
If you’re still not convinced why email newsletter marketing is for your tech business, consider the following reasons, and you might just change your mind.

Email newsletters for a tech business:

1. Attracts a Relevant Audience

Imagine spending your hard-earned money and time on a TV advertisement. It goes live, and you’re super proud. But there’s one problem. Your ad is shown to all sorts of people, including those who are not interested in your brand.

What a waste of time and effort!

With email newsletter marketing, you reach only those people who actively want to listen to what your brand has to say. They share their email addresses wholeheartedly in exchange for staying updated with your tech business.

All the website traffic you receive from email newsletters is relevant. The converted prospects are already in the right mindset to purchase your products or services.

2. Narrates Your Brand Story

Times have changed – people don’t like being sold to. They exchange their time and money with brands that focus on connecting with them. One way through which you can build strong relationships with your audience is by sharing your brand story.

Your brand story is unique, and your audience is interested in knowing about it. Email newsletters are the perfect vessel to describe how your brand came into existence.

Narrating your brand story will create strong emotional connections with your audience. As per a study by Motista, customers who have an emotional connection with brands are likely to recommend them by 71%.

In short, sharing your brand story through email newsletters creates strong emotional relationships, which results in positive word of mouth.

3. Provides Value

Everyone loves a good freebie!

With email newsletters, you can share valuable information about your brand and industry with your customers. If you haven’t figured it out already, people reward brands that focus on creating value for them.

Share what your brand can do for your prospects, how it can solve their problems and make life easier for them. Step it up a notch by sharing industry insights or tips and tricks from experts in your field.

Not only will this provide you with a great networking opportunity, but it will help customers in perceiving that you care for them and their well-being. Your customers get valuable industry information through subscribing to your free email newsletter – what more could they want?

4. Shares Your Wins

You’re in it for the win. As you escalate your business, gather investors, and achieve awards, you need to tell your customers.

Now we don’t mean that you straight-up boast about your brand. Through email newsletters, you can share your achievements and thank your customers for their support throughout.

“How will this benefit me?” Well, through two ways.

a) It will reassure your target audience that you’re a credible company. Even if your audience doesn’t read your newsletters often, sharing your wins will increase their curiosity. They’ll then explore everything there is to your brand and might as well make a purchase from this added reassurance.

b) Acknowledgment is always appreciated. When you thank your customers for your wins, they’ll feel as if they played a part in your achievements. Hence, making them deeply connected with your brand and encouraging them to share your mutual achievements within their social circle.

5. Makes Your Brand Humanistic

Your business might be in the tech industry, but it is being operated by you – a human. Email newsletters are great for showing off your brand’s human side. Show behind-the-scene activities, appreciate a colleague, or share pictures of yearly BBQ night.

With such regular updates, your customers will consider you not as a fictitious body but rather as a living, breathing entity. Hence, being able to connect more with your brand.

Will Plain Text Email Newsletters Do the Job?

A quick answer is no. The truth is that your audience’s attention span is declining consistently. With multiple brands fighting for their attention, it can be hard to stand out.

Sending plain text email newsletters won’t do the trick. Attention-grabbing newsletters require an email design that features rich HTML elements, like images, call-to-action-buttons, and GIFs.

Email marketing for tech companies is not a difficult task; there are many online tools that make designing and marketing email newsletters a piece of cake.

Bonus – Make sure the email newsletters you design feature a responsive format. A well-designed email won’t do you any favors if it appears distorted on your prospect’s mobile devices.

The Final Word

Email marketing is an effective marketing channel – that’s a fact. But sending email newsletters routinely is a great way to nurture leads, share your brand story, and provide value to your customers. Ensure to create well-designed email newsletters so they don’t get lost in your audience’s inbox.

Take your tech business to new heights with email newsletter marketing.

Author’s Bio 

Saffa is an experienced freelance content writer, currently working in the SaaS industry. Besides writing, she enjoys indulging in the occasional Netflix binge, hanging out with friends, and cooking up a storm in the kitchen. She can be reached on LinkedIn.