Many businesses use email newsletters to keep their clients updated about their products and services. Even in the age of social media, newsletters can be an essential tool in your email marketing strategy. Well-written newsletters generate more leads, increase sales, and drive more traffic to your website - and can help boost your social media following. In order for this to work, your newsletter needs to be properly planned and well written. This article highlights best practices for an effective newsletter strategy. Let's get started.
Having an email marketing strategy is essential and your email newsletter should be part of that strategy. You want your newsletter to be opened and read. Here's how to make that happen:
A company newsletter should build and deepen your relationship with your clients. The first step to initiating a relationship with new subscribers is welcoming them onboard. Start with a genuine “thank you to new subscribers. Let them know how grateful you are to them for joining your mailing list. This is also a good opportunity to tell your story and set out your vision. Also, if you promised your new subscribers certain incentives that made them subscribe to your newsletters, make sure you deliver on this promise quickly. For example, if you promised a discount if they subscribed, you should provide the discount upfront. There are some excellent market research tools that can help you work out what your subscribers are interested in. Use these tools for research - this will help you fully engage with your audience.
Adding a personal touch is always a good idea. Include your reader's name in the subject line. Also, add your name in the “from line to let them know the email is from you, not just your company. You can also use the data you gathered from their initial signup forms to deliver personalised newsletters to your audience. Software packages like Mailchimp provide you with various templates to help make your newsletters look professional. There are however cheaper Mailchimp alternatives you could try out if you're looking to explore more options and keep costs down.
People are very busy these days so keep it short! Be selective when choosing what to include - don't cram your newsletters with too much information. If your newsletter looks too busy, it won't be read. You'll be sending out newsletters on a regular basis so you have plenty of time to include all those ideas you want to get across.
The chances are most people will read your newsletter on mobile rather than a laptop or desktop. Make sure your newsletter looks great on mobile and across all platforms - iOS, Android, etc. Most email software apps like Mailchimp do this automatically but it's important to test that this is working properly.
The subject line is the most important thing that determines whether your newsletters are read or not. As such, you must have subject lines that will grab your readers' attention. Your subject line should entice people in, use engaging words like “limited offer, “congratulations, to attract attention. Run the subject line past your colleagues to see if it grabs their attention. Also, it's important to go over your subject line to ensure there are no spelling mistakes or punctuation errors, etc. You would be amazed at how often these can creep into the most important line in your email.
Your newsletter should contain interesting and relevant information and stories. It needs to reward the time people spend reading it. If it's just an ad for your business, it won't be of interest. Keep it simple. You may be a specialist in your subject but your readers may not be. Don't use jargon or acronyms. If you do have to use abbreviations and acronyms, explain what they mean in full. You should also provide a Call to Action in your newsletter where relevant. This could be a link to your website or another site providing further information for those who are interested. These Calls to Action should be compelling and easy to find in your newsletter.
Feedback is important - positive or negative. This is what tells you if you are on the right track and whether your audience feels your content is interesting and relevant. Don't be afraid to ask - people are usually quite happy to provide feedback!
Newsletters get your brand in front of the right people. It's important to keep your brand in front of both existing and potential clients. It's an excellent way to communicate who you are and what your values are.
This exposure can potentially lead to an increase in sales. People who receive communication from a business on a weekly or monthly basis are more likely to use that business. An informative newsletter coupled with a compelling Call to Action can motivate people to visit your site and buy from you.
Newsletters that are well-written, interesting, and relevant can help boost customer loyalty. This is particularly true if it becomes a two-way process - ie: your customers are responding to your stories or are providing feedback.
Newsletters can be a great way to increase engagement on social media. If you can get your audience to subscribe to your social channels then so much the better. There should be cross-pollination between your newsletter and your Instagram, Twitter, and TikTok accounts.
An effective newsletter strategy is an inexpensive way of marketing your brand and products to your target audience. If it is done well, it also provides several other benefits to your business such as increased awareness, increased loyalty and increased sales. We hope this article has provided some useful hints and tips and wish you many successful newsletters in the years ahead.
by Lydia Iseh | 27 Sep 23