Why newsletters are making a comeback (and why you should care)

- Years and years ago emails would just crush it.
(dramatic music)
Two years ago versus now, they just don't work the same
as they used to. (dramatic music)
And the main reason for that is personalization.
But with newsletters,
open rates and the click rates go through the roof.
(dramatic music)
- Alright.
So we are going to talk about why newsletters
are making a comeback and why you should care.
- Yeah, right now everyone's using ChatGPT, Bard,
whatever you want to call it, to create content.
Nothing new on that end.
But with newsletters, I've been sending out newsletters
for a long time.
We recently did an episode of me breaking down
sending out, I think it was like 255 million emails.
And we were screen sharing some of my email stats.
But years and years ago, emails would just crush it.
And I'm still getting on average
like a 40 plus percent open rate, which is really good.
The big difference though, two years ago versus now,
emails have lost its luster
and they just don't work the same as they used to.
And the main reason for that is personalization.
When you just send a list size, a large list size,
generic email, it doesn't work the same that it used to.
But the beautiful thing is with tools like ChatGPT,
you can now crank out customized content
for each of your segments.
And we're seeing the open rates
and the click rates go through the roof.
And that's why we're saying newsletters
are making a huge comeback,
because it's really easy to make customized newsletters
versus what it was before.
And even though people are saying, ah,
email marketing and newsletters are dead,
that's not necessarily true.
Is it as effective as it used to be?
No.
But if you personalize the emails and customize them,
and segment your audience, and maybe you have like eight
or nine or 10 different emails that you're sending out
in a blast, in essence, you know,
one 10th of your list gets one email,
another 10th gets another email, and so forth and so on.
We're seeing the conversions just go through the roof.
- We've talked about this in the past too
in terms of how marketing is getting harder
and how you have to figure out
how you can collect first party data.
And first party data means collecting emails,
collecting SMS and things like that.
They, the easy mode is off.
Hard mode is back on
and newsletters should be added to your stack.
- Yeah, the big thing that I'll recommend anyone
doing right now, whether you're buying traffic
or you're getting newsletters organically,
or new subscribers organically,
you want to figure out where they're coming from
and add a segmentation automatically.
So I'll give you an example of this.
On the neilpatel.com blog
I have articles on affiliate marketing, SEO,
social media content marketing.
The list goes on and on.
If we know that someone came from an SEO article
and that's what they're reading when they subscribe
to our newsletter, we'll add in a note that they're
interested in SEO.
If they came from all the affiliate marketing articles
we'll do the same thing for affiliate marketing,
same with paid advertising, or same with social media.
So that way when we send out emails,
we can customize a message depending on
where they first came to us
because that shows what their interest is,
and that's how we're getting our newsletters
to convert extremely well.
- Neil, you also shared something yesterday of
someone that you met in Utah
and kind of what they're doing with their newsletter.
Do you want to reshare that?
- That wasn't really a newsletter, but it was for email.
So I was at a event called Pattern
or Acceleration by Pattern, and I met a young kid in there
who was showing me his new email tool.
It was him and two other co-founders who spent
three months building this.
And what they've created is you can send an email
but within the email you can buy.
You can be a lead, you can buy,
you can do whatever within the email,
so you don't have to go to the website.
Example of this is if you sell t-shirts.
In the email they can select the color, the size,
and check out right then and there in the email
without going to your website and pay for it
and get it delivered to them.
And that's really cool.
And you're going to see newsletter conversion rates
go through the roof once everyone starts implementing
technologies like that.
Now, if you have any questions, leave a comment below.
I'm here to answer them and help you out.
If you enjoy the video, like it share, tell people about it.
Thank you very much.