On any given day, I have a ton of emails to open every morning before getting to work. Some are important, but most are junk telling me about a sale, an update, or an upcoming webinar that I have zero interest in. There are, however, those select few that have me anticipating their next appearance in my inbox. Each knows exactly how to catch my eye, what I’m interested in reading and how to get me to click through.
One of the most conversant approaches amongst marketers to communicate information with clients and followers is the use of newsletters. When done right, they can have a massive impact.
Sending an email newsletter requires juggling a lot of moving pieces. You’ve got to worry about proofreading the copy, creating compelling calls-to-action, designing the email to work for multiple inboxes and devices, avoiding any spam triggers, and brainstorming clickable subject lines, all while staying within the confines of email law.
Newsletters are a great way to generate leads and sales that will help your business grow.
Here are some reasons why you should send out a newsletter and some ideas on what you should include making it effective.
1.Your customers are busy people.
They aren’t spending all of their time thinking about your company or brand. Sending out sales newsletters, however, encourages customers to think about you more often than they would normally. And when you’re sending them content that applies to their lives, and not just your business, they start to think of you as an industry leader, not just another company.
2. Deliver relevant, trustworthy content
People want to buy from companies they trust, and one way to build trust is by providing relevant content in the form of a sales newsletter. What that content is will depend on what your business sells.
For instance, a startup yoga studio may send out a weekly newsletter that highlights a recent health study on the benefits of yoga along with some recipes for clean meals. A B2B company might include articles about optimizing your business’s social media accounts in their newsletter. Think about your customers, and think about what you, as an industry expert, can offer them to help them in their business and personal lives.
3. What to include
Customers don’t want to be bombarded with an in-depth newsletter detailing every piece of industry news. They’ll look forward to your newsletter as a break in their day-something to inform or entertain them that won’t take too long to read. To that end, for many businesses, it’s best to keep your newsletter short and sweet. Focus on a single, specific topic that will be easy for your readers to digest.
4. How often to send newsletters
Remember, no matter how interesting and/or relevant the topics in your newsletters are, almost no customer is going to want to be constantly bombarded by it. Daily newsletters can lower the quality of your content and reduce your audience’s enthusiasm for the topic.
General advice will tell you to send out a newsletter once a week, however, some businesses have more success with higher or lower frequency. You can always adjust the frequency if you notice a decrease in subscribers, which might indicate that you are sending newsletters too frequently.
5. How to get emails
This is very important. You should not be spamming email addresses, newsletters should only be sent to people who subscribe. You can invite people to subscribe in several ways. First, your website should clearly include a place for people to subscribe to your newsletter. If you have a retail store, you can also ask people to sign up in store. You can choose to offer promotions and/or special offers to people who submit email addresses if you want, or you can use their email addresses strictly for the purpose of your newsletter.
6. Create different newsletter lists
Once you get started creating your newsletter and your email list, you’ll notice that it’s relatively easy to do. You might decide you want to branch out and write different newsletters to accommodate different interests. You’ll be able to reach an overall larger, and broader, audience, and you may find that several customers choose to subscribe to more than one newsletter.
Writing a newsletter might seem like a chore, especially for a startup, but it can add a major boost to your business by increasing sales and site traffic. Keep it simple and relevant and you will find that your customers appreciate your industry knowledge and expertise.