The benefits of email newsletters

I have just spent some time trawling the net looking for some statistics on the benefits of an email newsletter. To my suprise I haven't found anything to report back on.

"Hang on." do I hear you say, "There are tons of stats out there."

Yes indeed there are, but none are specific on the benefits of just a newsletter. No sales, no offers just a business talking about what they have been up to. This might be that some of the largest email senders are retailers. Hardly suprising as there are stats that offer figures like $50+ per dollar spent (sorry for the dollars). Impressive figures.

But what about the humble enewsletter? I have worked with a company who, on launching their site, sent out a newsletter talking about the site launch and the what they had been up to. The response was 2 enquiries from a cold (first email) list of 400. The numbers are low, but then they aren't in retail.

I will shortly be launching a round of newsletters from my own business and will be looking to report back on the response. I will continue to look round to find the stats but there are the obvious benefits:

1. Keeps the customer up to date with your industry developments, this can be useful as it proves that you are adding value to your services, which they can benefit from.
2. Keeps them informed of what you are doing in the market.
3. Reminds them that you are there. Which in todays market is vital.

The other point is that some businesses don't suit a sales letter, as the customer base probably wouldn't accept it. Some work with a fine wine company revealed that their customers expect the personalised phone service that the business has been built on, to switch to a swarm of marketing emails would downgrade the brand.

Let me know if you have any feedback on the newsletters.