For Australian small and medium enterprises focused on growth, the question of whether to invest in an email newsletter is a common one. The short answer is, generally, yes – but it needs to be done strategically. We see newsletters as a core component of a robust customer retention strategy, and a surprisingly effective tool for driving repeat business.

Many businesses understandably prioritise attracting new customers. However, research consistently shows that retaining existing customers is significantly more cost-effective than acquiring new ones. A well-executed newsletter isn’t about blasting out sales pitches; it’s about nurturing relationships and building brand loyalty. Think of it as a consistent, permission-based touchpoint that keeps your business front-of-mind.

Here are a few key insights to consider:

• Increased Customer Lifetime Value: Regular, valuable content encourages repeat purchases. By providing useful information, exclusive offers, or early access to new products, you increase the likelihood of customers choosing you again and again.
• Improved Brand Recall: In a crowded marketplace, staying top-of-mind is crucial. A consistent newsletter reinforces your brand identity and messaging, making you more memorable when customers are ready to buy.
• Direct Communication Channel: Unlike social media algorithms which can limit your reach, an email newsletter delivers your message directly to subscribers’ inboxes. This provides a reliable channel for important announcements, promotions, and updates.
• Segmentation Opportunities: Modern email marketing platforms allow you to segment your audience based on demographics, purchase history, or engagement levels. This means you can deliver highly targeted content, increasing relevance and improving results.

Don’t fall into the trap of thinking a newsletter needs to be a huge undertaking. Start small, focus on providing genuine value to your subscribers, and consistently analyse your results. Open rates, click-through rates, and conversion rates are all key metrics to track. As you refine your approach, you’ll find a newsletter can become a powerful engine for sustainable growth, well into 2026 and beyond.

If you’re ready to explore this channel, we recommend starting by defining your target audience and outlining the type of content they’d find most valuable. Then, choose an email marketing platform that suits your budget and needs, and begin building your subscriber list.