Newsletters are a fantastic way for businesses to keep consistent contact with their customers and continue building relationships – are you taking advantage of newsletter marketing?
Newsletter marketing is a cost-effective and easy way to stay in front of your customers while providing value and acquiring repeat customers. They should be a core component of your email marketing campaign. According to this report, 40% of B2B marketers say newsletters are the most important tactic in their content marketing strategy. They offer subscribers promotions, announcements, and overall, your most valuable content.
Aside from staying in contact and building awareness, how exactly can newsletter marketing help your business? Here is what to keep in mind when crafting your newsletters:
The Benefits of Newsletter Marketing
It’s important to know the benefits of creating a newsletter so you can align this strategy with your current goals. Benefits of a newsletter include:
- Customized Content – with the user’s permission, many companies are able to track and store the interests of their subscribers and send out personalized content. Now instead of searching through your website, you bring the value directly to them, which is a sure way to keep them coming back. Here’s more on brands that do well with personalized content.
- Repeat Customer – as previously mentioned, newsletters will generate repeat customers. This is because of the value provided but there are other ways to accomplish this, such as posting a partial article that requires a visit to your website for access to its entirety.
- Announcements & Promotions – newsletters are a quick way to send out company announcements and promote new products or services. Make the shareable so your subscribers can easily post to their social media. Your subscribers will feel valued that they are the first to know.
- Segmentation – track the interest of your subscribers and segment your list based on activity, which will make future campaigns more targeted.
- Increased Coverage – expand the coverage of your target audience by asking visitors of your website to subscribe to your newsletter, be sure to tell them what they’ll receive as subscribers.
- Awareness – increase awareness of your company with a newsletter. They give you a chance to provide a better understanding of the company to subscribers. Also, staying in contact regularly will help keep your brand in mind when subscribers are ready to buy.
- Testimonials – newsletters are the perfect place to display your top reviews and testimonials.
So, you’ve decided to start sending out newsletters, or maybe you haven’t seen much positive impact from your current newsletter – either way, here are some best practices to help your newsletter succeed:
- Captivating Subject – your subject line is your chance at standing out among the 100+ emails the average worker receives daily. Aim to pique the curiosity of your subscribers, for example, “We’ve got all your questions answered”.
- Call to Action – with every newsletter, you should include a call to action that’ll bring the reader to your website. Be careful to just include one primary call to action per newsletter.
- Valuable Content – offer tips to showcase your expertise in the business. You’ll build credibility and help your subscribers with their problems. Provide a link for them to learn more as the call to action.
- Keep it Short & Simple – don’t clutter your newsletter with content or images. The primary message should stand out and it should be easy to navigate.
- Make Unsubscribing Easy – make the process of unsubscribing easy. It’s frustrating for a customer to go through a process or search for ambiguous language in order to unsubscribe. Once they select to unsubscribe, you can provide a survey to find out why.
- Social Media Buttons – Don’t forget to link your social media accounts to the newsletters.
- Images – the images you choose should be appealing. One thing to watch out for is alt text. Some users won’t have images enabled, which is a problem especially if your call to action is an image. Provide alt text to appear in place of images.
How to Measure Success
Now that you’ve put in the work, it’s time to measure the effectiveness of your newsletter marketing campaign. These are the most important metrics to analyze:
- Open Rate – the number of subscribers who have opened your newsletter.
- Click-through Rate – the number of subscribers who visited your website from your call to action in the newsletter.
- Attributed Revenue – the number of customers who made a purchase after reading your newsletter.
- Number of Recipients – the number of subscribers.
- Unsubscribe Rates – the number of customers who have unsubscribed (and why).
Try It Out
There’s no doubt that a newsletter, when executed correctly, can help your business. Like with all of content marketing, it’s important that your newsletters are majority informational as opposed to promotional. Keep the best practices in mind but feel free to get creative and test different formats and content.