Newsletters, campaigns or e-shots are a valuable (but often underutilised) marketing resource. If used correctly and as part of a wider content marketing plan, creating effective newsletters helps to establish and maintain trust amongst your readers.
It’s important to incorporate newsletters within your marketing activities. This is because they can provide subscribers with educational and informative content about your business, services or brand.
For your newsletters to be effective, the content and styling may need a little tweak and refresh. Below you’ll find some of our favourite strategies we use when creating e-shots and newsletters for our clients, that you can apply to your own templates and campaigns.
Tip 1: Know Your Audience
It’s important to always keep the wants and needs of your audience in mind when creating newsletter content. Not only should you consider their demographics, for example, age or interests, you should also consider who they are in terms of a supplier, client or prospect.
Within your CRM, or newsletter software such as MailChimp, you can tag contacts accordingly as mentioned above, or by the services they’ve purchased, or what they’ve expressed an interest in. You should use this information to send targetted, specific messages of interest and value.
Tip 2: Keep Your Focus
For best results, it’s crucial to focus on just one subject per email to engage and focus the reader’s full attention. You should always include a very clear CTA (call to action) so they know the expectation of what they need to do next. Good examples of CTAs are links to visit a landing page, download an e-book, watch a demo video, purchase a trial service, product or book a discovery call.
Tip 3: It’s Important to Personalise
To help with building a professional and trusting relationship with your subscribers, you should always address and personalise your newsletter with the first name of the reader as a salutation. This instantly engages the subscriber and makes them feel a valued member of your community and humanises the newsletter – they are no longer talking to a faceless computer but someone who has taken the time to get to know them.
Newsletters addressed to someone using their first name are more likely to be opened than those which do not.
Tip 4: Create Some Interest
Always use an enticing, short and punchy subject line to encourage your readers to open and read your newsletter. This should be compelling, direct and easy to read as it will only take the reader a second to decide whether they’ll want to read about the subject or not. Use the subject line to define what your newsletter is about.
An example of a poor/weak subject line is ‘Winter newsletter’ as this doesn’t tell the reader anything.
Within your newsletter software, you can track how many individuals opens your email receives, so it’s a good idea to test and experiment by adding some curiosity (but not clickbait titles) …you can even use a couple of fun, relevant emojis!
Tip 5: Branding
Always create and use a fully branded template, your business branding should be consistent and instantly recognisable no matter what the medium.
Make sure that your content is laid out in an eye-catching, easy to read format. It should always include your contact information and any social media links. Break up large chunks of heavy text by using subheadings, lists, images and videos to create visually stimulating content.
Content Ideas for Creating Effective Newsletters:
Content ideas for newsletters are almost endless. However, always remember your goal for creating and sharing the content and keep your audience in mind.
Topics can range from and include:
- Recently completed, current and up and coming projects, for example, recent client work.
- Case studies
- Images or photos of projects – these are great for visual businesses, such as makers and creators.
- Updated and popular industry news articles
- Changes in legislation and compliance, educational and informative information relevant to a certain audience.
- Tips & hacks, how-to guides and videos
- Up and coming events, exhibitions, networking, TV shows, books and literature that fit with your sector, audience and add value.
- Details of any offers or promotions on your services and/or products
- Blog posts and articles of interest
- Client and customer testimonials and reviews
If you’d like to learn more about the benefits of incorporating effective newsletters into your wider marketing plan and how we can support you with this, please contact us.
Do you use newsletters as part of your marketing campaign? If so, which of our top tips will you be using in future?