Newsletters As An Investment Asset In 2021

Newsletters are sent by different companies to keep their clients and prospects engaged. Companies and communities use newsletters to update customers on the latest news about what they are doing. Newsletters also contain new products, improvements, financial health, projections and plans for the future.

Rarely do people think of newsletters as a form of an asset the same way they do the stock market or real estate. However that mindset is slowly changing and individuals and business owners are starting to notice an interesting trend in the field of newsletter investing.

Best example of successful newsletter

One of the best examples is when Yaro Bagriy, a Minneapolis-based indie maker, small business investor, and developer acquired the IndieMailer newsletter community. Yaro said that the 100+ members pay a certain amount per month thereby bringing revenue. Nevertheless, he foresees that in the world of newsletter assets newsletter fatigue could pose a potential loss in the area of newsletter flipping, as there’s only a number of newsletters one can subscribe to monthly. This then leaves an opportunity in growing one’s revenue through affiliate links or sponsorships.

Hubspot academy in its 2020 marketing trends and statistics report, indicated that 31% of B2B marketers say email newsletters are the best way to nurture leads. (Content Marketing Institute, 2020). The conversion rates in newsletters are proving to be more promising than any other digital marketing channel.

Email marketing

Newsletters and email marketing go hand in hand because that is how most of us receive our newsletters from different marketing managers. However, newsletters are meant to be less salesy and non-promotional. The key thing is that they’re both supposed to keep readers engaged.

According to Hubspot, the inbound marketing gurus, “You might be wondering if email is still a worthwhile marketing strategy. Well, it is. In fact, email generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective options available.”

In an increasingly digital world, email has cut out its space and every marketing department is scrambling to organize their email marketing efforts.  Statistics prove that there are more than 3.6 billion email users daily. In addition, 73% of millennials prefer communication from businesses to come via email.

It is advisable, therefore to ensure that you press the gas pedal on your email marketing efforts and most especially optimize your emails for mobile devices too. Did you know that in 2020, Hubspot reported that Mobile opens account for 46% of all email opens? To top it all, 35% of business professionals check email on a mobile device. 

Let’s look into the benefits of newsletters.

Advantages of newsletters

1.       They don’t require a rigorous learning process for one to produce them. When done well, they have a tendency to create an impression of high effort in creating them. With amazing tools like mail chimp for sending out personalized emails and canva as a source for beautiful images, sending newsletters has become much easier.

2.       Newsletters don’t get affected by rapid Google SEO core updates. Google regularly updates its algorithms and it takes time for websites to figure out what needs changing. Newsletters are obviously not affected by these rules as they’re on email. This is in comparison to having a website as an alternative asset that would be affected by Google algorithms.

3.       Regular revenue streams from subscriptions and affiliate sales.

4.       Vital data such as open rates, click rates, number of subscribers are available and easily verifiable.

5.       Very few risks involved.

With that in mind, if you want the newsletter strategy to work for you, getting dedicated, specialized Email copywriters is key.

Benefits of hiring copywriters for your newsletter

Copywriter working

1.       Copywriters help you complete projects quickly and in due time.

In the interview with Stefan Von of Alternative Assets, the IndieMailer owner is of the opinion that one of the trends in newsletter acquisition that is likely to grow is the need for curators. We only have so much time in the day and therefore it makes sense to get people to curate content specific to the different communities you’re in. This is where curators come in.

2.       Takes the pressure off the marketing team.

Copywriters handle the arduous task of researching and putting quality content together without any grammatical or typographical errors.

3.       Freelance copywriters can also help you get more flexibility while saving costs.

For instance, if you have huge projects that will take two weeks they can work on it in that time only. Freelancers get paid per project rather than on a full-time basis which is budget-friendly in some instances.

4.       Maintain great quality content

As professional copywriters keep on helping you release good, quality outstanding content, you stand a chance in maintaining quality standards that your audience will appreciate.

Professional copywriters are able to focus on specific topics and thus become experts in certain community interests. This further enables them to get creative and innovative about different ways to engage with your audience.


Take time to do some research on potential newsletters that you want to acquire. This is the right time to dive into new territories in the digital investments arena. It’s always better to get into the investment game before it becomes flooded. When demand and supply factors come into play and cause the prices to escalate, your margins will ultimately shrink. Flipping a newsletter is just like buying a website. Research on the best strategy to employ so that you can tap into this under-rated gold mine of newsletters acquisition. It’s expected to continue growing as far as the trends of digital marketing in 2021 are concerned.

What Is Social Media Marketing?

Illustration of young lady browsing social media under a tree

Origins of social media

The advent of social media came with an intention to bring people together and establish connection without being hindered by distance or time. Mark Zuckerberg started Facebook in Havard in 2004 so that students can socialize. It grew so much that it has more than 2 billion monthly users today.

When Twitter started in 2006 it was just about Odeo employees messaging each other but no one would have thought that it could have been a behemoth with more than 200 million users. Instagram now has 1 billion users worldwide, bigger than the population of the USA and Brazil combined.

Affordable advertising for small businesses

With all those users businesses decided to target their audiences more directly and more affordably because heavy TV advertising and big promotion companies locked out small businesses but with social media marketing, small businesses got a new lease of life to compete.

In fact there was a recent boycott of Facebook by big companies such as Unilever, Coca Cola, Netflix, Target, HP, Clorox, Nike, Hershey, Microsoft and others but at the end of that quarter Facebook reported a 22% growth in revenue to $21.5 billion.

Why? The Facebook Vice President of Finance Susan Li said that the revenue was fueled by small and medium-sized businesses increasing their spending  as they look to grow their online sales. That means that social media has leveled the ground for small and medium enterprises to market their products and services to their audiences.

With the right strategies and techniques, social media marketing and advertising can increase sales by huge numbers.

The role of social media marketing

Young woman watering flower pots representing social media followers

Social media marketing is using social media platforms to connect with your audience with the following aims:

  • Build your brand
  • Increase sales
  • Drive website traffic
  • Build a relationship with your audience
  • Drive customer engagement
  • Receive feedback for your products and services

This involves publishing great content on a business’ various social media profiles, analyzing your results, listen to and engage your customers, and run social media advertisements, according to

Social media marketing for business

Illustration of woman marketing on social media through a mobile phone

Social media marketing began when businesses started sharing content on their social media channels to generate traffic to their websites, increase conversions, and sales. However, with time the social media has evolved to become a platform for more than marketing and advertising.

Companies now use social media platforms to drive conversations such as campaigns to keep safe against Covid-19, listening to what people are saying about their brand, observing their brand mentions. Businesses are also gauging how they are performing on social media by analyzing reach, engagement, and sales by using social media analytics tools such as Hootsuite, Hubspot, Sprout Social, Google Analytics, Buzzsumo, Curalate, Keyhole, and many others. This exercise can also be called social media management.

Pillars of social media marketing

Social media marketing stands on five pillars:

1.   Strategy

2.   Planning and Publishing

3.   Listening and engagement

4.   Analytics and reporting

5. Advertising

Social media strategy

Illustration of young lady explaining social media strategy

Successful social media marketing is not just about posting and publishing content aimlessly. You must establish and follow a plan so that you can have much better results than the expected outcomes.

You must have a goal in mind first. There are various goals that social media can help you achieve that we have highlighted in the article such as brand awareness, customer engagement, sales, community management, customer support and experience.

With those goals, you will be able to pick the appropriate platforms that will facilitate achieving your goals in a more successful way. There are different social media platforms and they all have different audiences. According to Hubspot Academy, being on every social media platform doesn’t translate into success. Instead they advise that you pick two to three platforms in which you will employ the best strategies.

You also need to map out your target audience by creating buyer/market personas. The personas will guide you on the kind of content you will post so that you can attract and keep followers. This needs to be reviewed regularly. The content could be videos, articles, images, links, or all the above.

Planning and publishing

Kenyan brand and social  media marketing expert Janet Machuka says that you need to be consistent as a brand so that you can see your social media following grow.

Publishing on social media means posting an image with captions, video or a blog post. Instead of posting spontaneously, you need to plan your posts by having a social media calendar. Planning gives you consistency and frequency which maximizes your social media reach. Your content also needs to be authoritative, engaging and informative so that you can rank well on search engines.

There are good tools that can help you schedule posts such as Tweetdeck, Hootsuite, Sprout Social, CoSchedule, Feedly, Airtable, Planable, Sked Social, Postplanner and others. They help you publish content  automatically at your preferred time and they save you time to reach your audience when they are most likely active and can engage with your content.

Listening and engagement

Social media listening is about listening in on what people are saying about your brand on various platforms. This includes mentions, tags, comments or direct messages. Sometimes they may talk about you without notifying you and that is why you need to engage social media monitoring.

There are some tools that can help you with social media listening- Socialbakers, Brandwatch, Digimind, Sprout Social. There are also free social media listening tools such as Google Alerts, Social Mention, Tweet Deck, and others.

Social media analytics

Social media analytics is basically about evaluating the performance of your social media marketing. The following metrics can be used: Reach, Positive mentions, How did your hashtags perform. You can get an overview of the information from the various platforms but social media analytics tools will give you a more in depth analysis. Buffer Analyze, Sprout Social, Hootsuite are tools you can employ.

Conclusion: Invest in social media marketing to grow

It’s clear to see that the benefits of social media to small businesses are huge. Once you’re clear about your business goals, come up with a strategy. It can feed into your entire content marketing strategy easily thus making your marketing efforts more comprehensive. Whether you want to increase brand awareness, increase sales, or build relationships with your audience, it can be done. You just have to be patient and invest time in it. Alternatively, you could reach out to us and we can figure it out together. Our experience working with small businesses internationally has taught us a couple of things about social media marketing. We’re so excited to hold your hand and help you grow your business.

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Nairobi, East Africa

Introduction to Content Marketing: Content Marketing Guide

It is almost impossible for a business to thrive online without putting out information that is attractive and engaging to its potential customers. The human concentration span is continually taking a nosedive meaning marketers should put out content that is easy to understand. There are various forms of marketing and content marketing is one of them.

Continue reading “Introduction to Content Marketing: Content Marketing Guide”