One of the most efficient and effective strategies for cultivating customer or investor relationships and increasing biotech brand loyalty is the online newsletter, or eBlast as we call them.

When consumers and investors stay connected to a biotech brand, retention increases drastically. As little as a 5% increase can impact net profits by 20%. New customers are five times more expensive to acquire and they are also more likely to refer business your way.

Why are eBlasts the vehicle of choice in building this critical Brand Loyalty? Here are my Top Five:

1. Huge ROI: With average readership rates of 20-40%, your return on investment can be significant. Our eBlast, “Is Your Website Market Smart,” had a 50% open rate. Email has returned an impressive $43.62 for every dollar spent compared to traditional direct mail at only $15.22 according to the Direct Marketing Association.

2. Connect Directly with Your Best Customer: Subscribers are loyal customers who want your latest news, so this is an opportunity to connect by promoting events, announcing product launches, research findings and other worthy news.

3. Save Time & Money: With a professionally-branded design template, a few paragraphs and a list of qualified subscribers you can be off and running. And much faster, cheaper and, therefore, more often than print.

4.  Direct Traffic to Your Website Immediately: By using active links you can drive readers instantly to targeted places within your website or to other documents they may find valuable.

5. Hot Tip: The most effective eBlasts aim to educate and involve your audience more than to promote. By providing thoughtful insight on timely issues you enhance your standing as a valued biotech business partner.