A newsletter is a very effective tool applied within a digital marketing strategy; however, in order to achieve your newsletter goals without being sent to the spam folder, you need to consider some simple but important things.
What is newsletter marketing?
In order to implement a newsletter within your marketing plan, you need to really understand what newsletter marketing is.
Newsletter marketing is the practice by which companies send informational and product-focused content via an emailed-letter to a subscriber list that comprises potential and existing customers.
Why do you need a newsletter?
There are many reasons why you should implement a marketing newsletter for your startup. Check out these 5 reasons:
- Increase awareness: A newsletter content should be educational, but also should give a clear idea of what you do and how could you help your prospects or customers.
- Shorten your sales process: People who respond to your newsletters are better informed about what you do and might make an informed decision without even talking to a sales person more than once.
- Generate word-of-mouth referral: Newsletters a great source of information your customers can pass-along to other prospects. A good newsletter might be shared up to 4 times, or even more!
- Provide content and traffic for your website or blog: You should put just the necessary amount of information to build curiosity so your readers can move on to your actual source of content: your website or blog.
- It helps establish knowledge authority (but remember: always keep it educational)
Read Also: 5 marketing tips for startup founders
So… take the following tips for a successful marketing newsletter
4 tips for a successful newsletter
1. Know who you are writing to
As with any marketing effort you make, content must be created for a specific audience. Getting to know your target audience will help you deliver a more relevant message.
Use the information provided by your CRM software to craft your message around the customer or subscriber you want to have.
2. Keep design and copy under control
Since you don’t want your subscriber to stay all day reading your email but you do want him to go read your blog or visit your website, just give him a taste of your content through a concise copy with a [read more] tag. If the copy and content are interesting enough, you’ll achieve your goal and get more visits.
Design is also key. Cluttered content is never attractive and makes it harder for your reader to focus on a specific piece of information.
Try this post from creativebloq.com on newsletter design basics. It gives some specific tips on newsletter design that should be very useful to you.
3. Always choose a primary Call-to-Action
A post without a call-to-action is not really a newsletter. If your effort doesn’t get any actions in return (like a click or a website visit, for instance), then you might be wasting your money and your time on a useless activity.
Considering that a newsletter is basically a handful of posts, you might want to include more than one call-to-action, but always choose one and make it stand out. Measuring your results will be easier if you have a specific goal for every newsletter.
Check out these 10 important rules from Comm100 on optimizing your call-to-action buttons.
4. Work on creative subject lines
No matter how interesting and valuable your newsletter content is, if the subject line of your newsletter is not catchy, no one will open it.
There are many tips you can use that will work just fine on your subject line. Take this Hubspot’s post on how to write catchy subject lines and give it a read. Tips like personalization, correct use of language and creating urgency are just some of them. Just three short and easy tips that are not always taken care of:
- Use a familiar sender name
- Segment your list
- Pose a compelling question
There are many other tips you can apply to build a successful newsletter, but as we all know Rome wasn’t built in a day so lets start from the beginning.