Businesses today are faced with an ongoing contradiction in their markets. Consumers want to know more about the businesses before they invest in a relationship, but they’re also fed up with the constant, unavoidable stream of advertisements in their inbox and on social media.
You need a way to build important relationships with your customers, without the risk of alienating them at the same time. For many businesses, email newsletters are the perfect solution.
When done right, newsletters offer personalized value. According to the Nielsen Norman Group, consumers feel an emotional attachment to email newsletters.
To tap into this potential, you need a strategy for creating effective email newsletters. Here’s what you need to know.
Are Newsletters the Right Fit for Your Business?
There’s a lot of work to create a successful newsletter strategy. It’s perfectly reasonable to ask if it’s all worth it for your business.
The answer is yes!
Businesses of all sizes benefit from a well-structured newsletter strategy. Email marketing is insanely effective on its own but adds a great newsletter to the mix, and you have a winning strategy for building brand loyalty and trust.
Create Content with Intent
Providing informative, relevant content is the key to the newsletter game. It’s crucial to build content with a specific intent. You’re asking the recipient to take the time to read your newsletter, so this isn’t the place to ramble on without a clear focus.
That said, there are many different directions that you can take a newsletter as long as it’s relevant to your audience. Here are a few examples:
- Recent blog posts
- Tutorials and tips
- Event promotion
- Interesting industry facts or news
- Company updates
- Seasonal changes
- Testimonials and reviews
Building a List
Putting energy into a subscriber list is one of the most important things you can do to grow your business.
Before getting too far into the process, consider email management software, if you haven’t already. It’s next to impossible to run an effective newsletter campaign without one.
The secret to building a subscriber list is making it easy to sign up. Of course, it doesn’t hurt to offer a little incentive, such as a free e-book or access to a subscriber-only webinar.
Integrate easy-to-use CTAs on multiple pages of your website and include links to sign up in your social media posts. Don’t get discouraged if the buildup starts out slow – consistency and perseverance are key.
Timing Is Everything
Timing matters. Your open rates can plummet if you don’t send out your newsletter at the right time.
It’s logical to think that the weekend is the best time to send out emails because this is when people have the most free-time on their hands.
Logic isn’t always correct.
Many people completely ignore their emails on the weekend, and by the time Monday rolls around, your newsletter could be buried deep. Instead, aim to send out newsletters Monday through Thursday for higher open rates.
Individual timing matters, too. If you’ve segmented your newsletter list, pay special attention to individual timing factors. For example, a newsletter that contains more information about an upcoming event should be timed appropriately for interested recipients to make plans to attend.
At Quincify, we want to help you get the most out of your email marketing efforts. We’re here to help you develop an email strategy, including effective newsletters, which generates traffic and growth. Connect with us today to learn more.
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