In our last post, we discussed our opinions on why newsletters are low hanging marketing fruit, but how do you utilize this platform as part of a successful strategy? There are many benefits to sending newsletters including strengthening your customer relationships, creating brand loyalty, and boosting sales, but how to you create a newsletter that someone will want to open?
Identify your Goals
The first and most important part of your newsletter strategy will be to identify your purpose and goals.
To establish the purpose of your newsletter strategy, you may want to consider what you are hoping to gain from this form of communication with your audience. Are you hoping to build a community around your brand, or drive traffic to your website? Your purpose should provide a framework and filter for every newsletter campaign you create.
You may have several different campaigns you want to run, and each one may have a different goal or objective. Each goal should lean into your purpose, and always indirectly aim to boost sales. But to build long term loyalty and revenue, not every newsletter should have the goal of a direct sale.
Make it Visually Appealing and Consistent
We may be biased, but design, layout, typography, and your artwork are all important whether you realize it or not. We make quick decisions based on how something makes us feel and that is largely determined by how it looks.
Find a newsletter template (or better yet, create one) that has opportunity for imagery, a clear format for content, and has a professional look and feel. Your newsletter should be an extension of your brand so keeping the design consistent with your website and marketing assets is critical.
Create a Hook
A subject line can make a big difference if your user decides to open your newsletter or not. Keeping the goal of your newsletter in mind, create a subject line that encourages and teases your reader to want to know more.
Your subject line should be short, and catchy, and most importantly be in your brand voice.
And if you’re stuck, try A/B testing to see which subject lines get the highest responses.
Provide your Readers Value
Once you have identified your newsletter’s goal, created a visually appealing template, and written a catchy subject line, the meat of your content must be created with thoughtfulness and intention.
The content going out to your readers must be useful and relevant to your audience, and MUST provide value. Your user’s inboxes are flooded with all kinds of emails and it is up to you to create content that is compelling enough for them to open and read.
Knowing your audience and what their needs and interests are beyond just of your product and service will help to build community and loyalty around your brand.
Keep them Coming
Regular communication with your audience whether it be weekly, monthly, or quarterly is important to keep you top of mind when the need arises.
Your product may have long gaps in between customer purchases, or you may provide a service that may only arise for someone under unique circumstances, but with frequent reminders of the value you offer, you may have the opportunity to build a long and trusted relationship.
By creating a newsletter strategy and fulfilling on it regularly, you will have the opportunity to communicate directly to your audience with content that is useful, compelling, and memorable, and provide you a ROI.