There are many ways to reach your customers through digital marketing, but many companies are revisiting email newsletters as a way to reach customers. An email newsletter is a great way to maintain a relationship with your customers and to continue building your brand. Working with digital marketing services to support your company’s SEO needs can drive potential customers to your website or blog. Having a newsletter they can sign up on your website for will keep them reminded of your services.
To prevent your newsletter from getting lost in your customer’s inbox, you’ll want to produce a newsletter that will keep your customers hooked and engaged. A great newsletter can build your brand and lead to a stronger customer base, but a less than stellar newsletter will get deleted from inboxes.
Keep the following tips in mind when writing your content.
Establish your goal
Before you begin writing your newsletter, think about what you’re hoping to achieve and how the newsletter fits into your larger goals as a company. Are you interested in directing more traffic to your website, reminding customers of the services you have available, informing clients of upcoming changes, or something else?
There are many reasons why a company might want to start a newsletter, but having a clear goal from the beginning about what you’re hoping to get out of your newsletter will create consistency in your writing.
Write for your audience
Consider your current client base before you begin writing. Researching your audience and knowing how they read and what they want to read will make help you write engaging content for them.
For example, if your customers are parents, maybe a small personal story about your own parenting adventures will further your rapport and earn their trust because they realize you’re speaking from experience. In case you’re writing for millennials, knowing their lingo will make them feel connected to you.
If they like your first newsletter, they will keep reading the future ones.
Choose a catchy subject line
Just because a newsletter arrives in their email box doesn’t mean they’ll click on it! Even if you have stellar content inside, a boring subject line will make your customers delete your newsletter.
Even though the subject line is a small part of your newsletter, it is one of the most important aspects. Most people won’t take the time to read a long subject line or will click away from a subject line that seems like spam. You’ll want to find a way to make your subject line, short, punchy, and informative. The subject line is the first impression your audience will form of your newsletter — there are a number of ways to create a subject line that will make your audience want to read your newsletter.
Think about your design
No one wants to read a wall of text, especially when quickly clicking through emails. Think about your own reading habits — most readers skim emails for interesting content before reading.
Think about how to immediately grab your audience from the moment they open the newsletter. Using bold headers, smaller blocks of text, or bulleted lists can help the reader latch on to something immediately and make them want to read more. Instead of copying and pasting the content that already exists on your website, give a short teaser of what they can expect if they click through to your website.
Another way to grab the attention of your audience is through photographs or illustrations. Graphics can help break up text and create a visual focal point within a newsletter. You’ll want to make sure whatever graphic you choose to use is relevant to your content and aids in your brand building.
Not sure where to start with creating an appealing design? Consider using a newsletter service that has existing formats. You can use an existing format to plug your content into. An added bonus is many services also offer analytical insights.
Once your newsletter starts going out, keep track of the analytics. Consider whether your audience is opening the newsletter and what they’re clicking on within the email. Think about what is and isn’t working.
If you start noticing patterns and trends, you can then begin adjusting your content. If your audience seems to prefer one type of content over another, think about how you can begin delivering more of that content. You might also want to consider sending out a survey to gather direct feedback.