Regular newsletters let your clients, contacts, and customers know what’s going on with your business. According to a DMA Insights survey, 68 percent of marketers believe that newsletters are the most effective part of their email marketing strategy.
This is because a well-crafted newsletter is a great way of staying in touch with your audience. It reminds past clients that you’re still around and prominent in our industry, and it shows a positive and productive face for potential clients and customers.
While there are many aspects to writing your newsletter that are industry-specific, there are a few key components that every newsletter publisher should think about.
You need a good title
Your newsletter’s title is going to be the first thing your reader sees when they check out their email notification. If it’s not interesting, it simply won’t be opened.
It’s unlikely that your readers will be intrigued enough to open your email if it simply says your business name and the word “Newsletter.” Be inventive, and try to capture their attention. Once you hit on a good title, use a similar subject each time, so that your readers can know what it is and want to open it.
Add a photograph or design
Only a very small portion of what we read in digital media these days comes to us without pictures, and your newsletter shouldn’t break this trend. Most readers will consider a newsletter without an interesting graphic or picture to be boring, even if when it contains the catchiest and snappiest text you can think of. So spend some time putting together a graphic, finding a relevant image, or even taking a quirky one of your employees. This will save your readers from a wall of text.
Talk about your business
Chances are you already eat, sleep, and drink your business. And when someone asks you about it, you stall at first to figure out where to begin, then once you get going you don’t know how to stop. That’s good, channel that personal and excited energy.
You can even take a personal tone in your newsletter. But, most importantly, your writing should be about your business.
If you’re stumped on what to write, consider including a letter from the owner. Many custoto let them know what is going on in the company, including any new partnerships. And this can also be a place to address any problems that customers have been having. Other topics can include your employees and your projects. Are there new hires or fond farewells that you want to highlight? Have you had any breakthroughs or new developments?
Make a space for varied content
Content that you include should be short and sweet, giving your reader a snapshot of what the rest of your content is about. If they like it, they will keep reading your content on your website blog. But you don’t want to drive away those who are looking for a shorter snap-shot of what’s going on.
Some short-form content ideas include:
- A brief how-to for one of your products.
- A top-5 list of your most viewed blog posts.
- An infographic.
- A link to an ongoing poll or survey.
- A snippet from your latest blog post.
Describe a goal for the future
Readers want to see that your business has momentum. It’s not enough to have already made something great or to do one thing well. But you already know that, or you wouldn’t be in business. As you reach out to your audience, let them know that you have projects lined ip. This lets them know indirectly that you’re interested in fulfilling their future needs, and that you’re still interested in providing goods and services for them.
So go ahead and use your newsletter to hint at upcoming product launches, let your customers know that you’re working on updates for your app, you can even tell them that you’ve been taking classes to offer them a future service.
Link to your social media
Readers who have had a good experience with your newsletter will want to stay in touch with you. You can help them by inviting them to follow you on your various social media profiles. Continued engagement will help you convert these readers into customers. In some cases, it could be a nice touch to provide social sharing buttons, so that your readers can share your newsletter with their other contacts.
Use a call to action
Since all the attention is on your business and its relationship with your readers, this is the perfect time to encourage your readers to do something that helps them engage with your business. You can encourage them to use your hashtag in their social media posts, invite them to visit your gallery page, mention classes that they might get involved in or public events that you will be attending.
This is also a good place to slip in incentives such as discount codes, competitions and social media giveaways, exclusive offers, or digital freebies. The more involved your readers feel in your business, the more likely they are to stick with your and bring you referrals.
Other nuts and bolts
When it comes to newsletters, click bait reflects very poorly on your company. Instead, keep it sincere and reward your reader for paying attention.
Make sure to provide your company’s contact information in the foot of your email, to appear more professional and legitimate.
Always provide an unsubscribe button, so that your readers feel like they have a choice in receiving your correspondence.
Unlike other marketing emails that your company may send out to alert your audience about sales and promotions, newsletters seek to engage customers and develop brand loyalty above direct sales. A personable and readable newsletter should make a reader feel like they know your company a little better.