Let's be honest: There's nothing cutting edge about email newsletters. And yet, when it comes to reaching customers this classic tactic doesn't just work--it works really well.
How can that be?
Well, one explanation for why email newsletters aren't going away is that the strategy of sending a note to customers keeps things simple and cuts through the information overdose they receive elsewhere on the Web. The New York Times reports that e-newsletters are growing in popularity despite the fact that young people prefer texting and instant messaging to dealing with their inboxes.
Email marketing company MailChimp, for example, is gaining roughly 10,000 new users everyday, while TinyLetter, a smaller e-newsletter service MailChimp owns, saw a 15 percent increase in the number of newsletters it sent last year.
As the Times reports, here's why e-newsletters are gaining traction:
The Web is infinite. Emails are finite.
Unlike your inbox, it's impossible to get to the bottom of the Internet. Navigating the constant, endless flow of information on the Web is an exhausting task that can be overwhelming. The finite nature of email, on the other hand, is much more manageable.
E-newsletters cut to the chase.
By aggregating and summarizing information, e-newsletters save consumers time and tell them what they need to know without forcing them to endure long reads.
Email has evolved.
Email providers such as Gmail have revamped their design and functionality by blocking spam and dividing the inbox into personal, social, and promotional messages. The days of combing through marketing and social media items before addressing personal emails are over.
E-newsletters get eyeballs first.
When it comes to people's morning routines, it's likely that most will check email before perusing the Web. A Quartz study of more than 900 global executives recently found that e-newsletters are the preferred source for news, more than the Internet and mobile apps.
At the end of the day, consumers want to cut through the noise of the Internet, even if the tool they're using to do so isn't cutting edge.
"People get more excited about the newer technologies, but the nice thing about email is that it doesn't go away," Kate Kiefer Lee, content manager at MailChimp, told the Times. "It sits in your inbox and you have to do something with it."