What Is a Newsletter?
The ease and beauty of creating a strong email newsletter exists due to the fact that newsletters have been around for a long time. Before digital newsletters became a viable method for sending updates and news from a brand’s perspective, companies sent out paper newsletters to their clients. Traditional paper newsletters exist today, but digital newsletter writing is an affordable solution to the high costs of traditional newsletter writing. An extra benefit of writing a digital newsletter is it doesn’t waste a bunch of paper, but it still gets information to clients in an effective manner.
The information contained within the newsletter you write should be about the most important updates within your company. It’s common for companies, brands, and individuals to compose newsletters that display updates of company information to keep consumers in touch with what changes have occurred. The content of a newsletter might include information about corporate changes and internal matters, or a newsletter might be directed towards clients. Newsletters that are directed towards consumers will contain information about new products and services, and the company might even include a special discount offering for loyal newsletter readers.
What Are the Advantages and the Drawbacks of Sending an Email Newsletter?
Creating a newsletter for your company is a lengthy process that requires careful concentration, yet it’s an achievable marketing strategy that has helped many businesses grow. Take a look at the advantages and disadvantages of writing a newsletter to determine if this strategy is right for your company. All marketing activities require some investment of resources, so it’s important to analyze this decision before leaping into it. Knowing the pros and cons will help you determine how to present this idea to the other members of your company.
Strengths of Sending an Email Newsletter
There are plenty of reasons why reaching out to individuals through an email newsletter is vital to growing your business. Email newsletters display information about your company to give consumers updates that will remind them about your brand. They’re useful for sending out information to employees in your company as well.
- Strength 1: Find More Leads: Finding new leads in your industry is how your company will keep growing, and it’s also part of keeping your company from going bankrupt. New leads come through marketing efforts. Writing a compelling newsletter for your company is a great way to get potential consumers interested in your company’s product offerings. Every individual that enters their name on the form on your company’s website will receive information about your company that will remind them to buy through your website.
- Strength 2: Internal Loyalty: Targeting consumer interest should be the focus of your company’s marketing plan, but there are some other important reasons to draft a letter about your company. Newsletters sent to staff members go towards improving employee morale. Items for an internal newsletter include holiday parties, new staff members, and employee surveys.
Drawbacks of Sending an Email Newsletter
Even though the potential for growth exists, every marketing strategist needs to consider the downside of writing a newsletter for their brand. The main disadvantage to spending time and other resources on tailoring a newsletter to your company’s needs exists in opportunity costs. The opportunity cost of spending time on a newsletter usually occurs when some greater objectives are missed. Running a company requires carefully monitoring many different aspects of business, including customer care, social media presence, shipping products, and much more. The newsletter takes your time away from running your company. Luckily, there are ways to overcome this objection.
The best way to find out if it’s worth writing a newsletter for your company is to try it. However, you might want to find an alternative to doing the task of composing a newsletter on your own. If you’re busy maintaining the operations of your company, you’ll need to find another individual or business that specializes in this sort of writing task. Plus, there’s more to composing a thoughtful newsletter than putting words on a screen. Hiring a third-party or staffing your own marketing department is a great way to make sure that your company has an outstanding newsletter without missing out on other opportunities.
How to Create an Effective Email Newsletter – The 9 Parts
In order to get the most out of this marketing strategy, you’ll need to find a way to effectively drive interest to what appears within the letter. Ryan Lee wrote an article about email newsletter writing for Entrepreneur to remind us all about the importance of being specific when composing a newsletter. To write an effective newsletter, your marketing department should come up with a list of specific topics that your audience will want to see. Specific content sent to a targeted reader will bring value to your recipients.
Defining an Email Newsletter Strategy: Set Your Goals and Objectives
Every marketing plan requires resources from your company to succeed, so it’s important to carefully consider the goals and objectives of your company when launching any new marketing endeavors. Define your email newsletter strategy by setting clear goals, and take time to list the objectives that are required to achieve each goal. Goals for your email marketing strategy should come from your company’s business plan. However, your company should revisit each of its original marketing goals at least once each quarter.
Some ideas for goals for your newsletter campaign include profits from sales, return on investments, conversion rates, and social media followers. The content of your newsletter should be crafted with each goal in mind. For example, a newsletter that focuses on getting people to your company’s website will impact the conversion rate for this strategy. Objectives help reach the goal, so be sure to list clear items under each goal that will help keep your team focused on accomplishing every goal.
Use the Right Platform for Your Newsletter
Marketing companies offer email templates that will help you create the perfect newsletter. HubSpot offers templates and tools for their customers to use to make their letters come to life. There are a variety of other free online tools that will assist in creating a template for future newsletters, as well. It’s important to find a platform that offers a template that matches your brand’s image. Consumers develop certain expectations for the brands they enjoy, so be sure to make your brand’s image speak through the design and content of your newsletter.
In addition to building your newsletter on the right platform, it’s important to find the best ways to release the information to interested parties. It’s up to you to look through directories of newsletters to determine which sites will help target your intended audience. These types of platforms offer a free way to build an audience for your newsletter.
How to Build Your Newsletter Subscriber Lists Before Creating an Email Newsletter
One of the most popular methods for creating a newsletter subscriber list can be accomplished before the newsletter is even written. The recipients of your newsletter should include customers that you’ve served, and there are plenty of ways to find subscribers through search engine optimization techniques. Create unique content for your company’s website. Use keywords and other techniques to help users find the information through internet searches. When users find the information useful, they will be offered a chance to subscribe to your company’s newsletter. This objective may also be accomplished by utilizing landing pages to gather email addresses for your subscriber list.
Segment Your Contacts for Better Targeting
Marketing professionals suggest creating two versions of each newsletter. One version contains information for standard users, and another version contains information for premium users that want more for their money. Segmenting your contacts helps target audience members with the correct content. One newsletter for all of your contacts might not prove as effective for reaching the goals set out by your marketing department. Each contact has specific interests, and contacts find your company through various ways. This approach improves the effectiveness of your marketing campaign by targeting contacts with relevant content.
How to Design a Beautiful Newsletter
It’s important for the design of the newsletter to reflect the goals of the campaign. Experts suggest short newsletters to help increase the clicks to your website. However, a longer newsletter is required to address important events within your company. In addition to the design of the writing within the newsletter, professional marketing strategists recommend using pictures to break up chunks of the text.
Tailor Your Email Newsletter Message
A large part of creating the perfect newsletter marketing campaign involves tailoring the message contained within your email newsletter to fit your target audience. If the purpose of your email newsletter is to reach out to important members of the business community, the message should remain professional. If the purpose of the newsletter is to reach out to an audience of potential customers, the newsletter should be fun and engaging for the reader.
HubSpot gives advice on writing newsletters in an article by Ginny Mineo. This article mentions that adding a personal tone to the letter is a crucial element of the message. The letter should feel like it is being sent to the reader’s inbox from an old friend. Although this tone might not be necessary for internal or professional newsletters, most consumers will feel more compelled to read the newsletter if it contains interesting content written in a personal tone. A dry email newsletter will not be shared as much as a fun, engaging note from your company.
Email Newsletter Campaigns: Optimization
Even though your email newsletter will not appear in search results, it’s important to optimize the letter to better meet the goals of this marketing campaign. The newsletter should contain similar keywords to the ones that are used to create content for articles that appear on your company’s website. The keywords used in the newsletter will help consumers find your company’s products and reviews about products through internet searches. If you craft an email newsletter that’s optimized to include the correct keywords, you’re giving your audience a specific vocabulary to use in their web searches.
Best Time to Send a Newsletter Campaign
In addition to designing a compelling newsletter that is tailored to your company’s needs, it’s important to consider timing your newsletter to gain the most appeal among its audience. This is directly tied to the goals and objectives set forth by the marketing department. If your goals are to get people to your website to buy products from your company, it’s a wise idea to time your newsletters around major holidays. The type of product that your company offers will determine what makes the most sense for this timing. For example, a company that is selling toys should time their newsletters before gift giving seasons. On the contrary, a company that specializes in pool equipment should time their newsletters to be sent out during the spring months.
In addition to timing newsletters around major holidays, it’s worth considering how frequently your company should update its audience throughout the remainder of the year. Your newsletter marketing strategy should include parameters for sending out letters on a weekly or monthly basis. Sending out newsletters on a weekly basis is a high frequency, so it’s important to consider the tolerance level of your audience. However, a monthly newsletter is less aggressive, and it will still keep your company relevant in the minds of readers.
How to Run Successful Email Newsletter Campaign on Mobile
More people are reading emails on their smartphones than ever before. If mobile users are reading more emails than desktop users, your company needs to optimize every email newsletter to show on a mobile device. Depending on which platform you use to create your newsletter, this might involve rigorous testing and experiments. Try out different browsers on various devices to make sure that the newsletter is appearing in top shape for the majority of readers.
Running an email newsletter campaign for mobile users is the same as running a newsletter campaign for desktop users. However, the need to test out newsletters becomes more important because there are more browsers on mobile devices that don’t load newsletters properly. The best way to run a successful email newsletter campaign for mobile devices is to make sure that the information in the newsletter is being sent as alt text and plain text.