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September 22, 2020
7 min read
A newsletter is a digital marketing tool used by companies to communicate news related to their company or product to a wider, dedicated audience. Email newsletters are usually sent out to a particular email list, and this target audience usually consists of both existing and potential customers.
While at first glance newsletters might seem like an ancient relic from the dawn of the internet, but for every $1 spent most email marketers see a $42 return on investment. It’s definitely a good idea to develop a newsletter marketing strategy if you’re looking to stretch your marketing dollar further.
Typically, but not always, newsletters are created and sent through an email marketing software that allows the sender to automate and schedule the email send-outs. There are many different tools available, some offering services such as marketing automation services and ready-made email templates.
Newsletters don’t just serve the business, though. There are some great benefits that the reader or subscriber of the newsletter will get from joining the newsletter, namely:
There are some good reasons why a business should have a newsletter and/or an email marketing strategy. Sending out regular newsletters helps to:
Newsletters are great for businesses that operate mainly online, like eCommerce stores. Some of the main benefits of email newsletters include:
There are many different types of newsletters that get sent out every day, but the good ones all share some key elements.
A great email campaign should have:
To run a successful email marketing campaign takes a bit of time and some preparation.
Before you start, you should understand your reasons. You need to understand whether you need a newsletter and decide on the type of content you want to share in your newsletters.
You should always pay attention to the content. Plan the content of your newsletters in advance, and remember to balance the informational and the promotional copy well to not annoy your readers.
You need an audience, so share the word. Implement a newsletter subscription box in various places on your website, and set up a dedicated subscription landing page. Remember to detail the benefits of subscribing to the consumer. Get creative on social media to gain some subscribers too.
Design your newsletter. Create catchy subject lines, decide on a primary CTA, design, and write your newsletter, and don’t forget about the image alternative text. Some email providers have a tendency of blocking images.
Don’t forget about the unsubscribe. Your brand will come across as confident and professional if you’re open with your audience. Nobody wants their newsletters to be regarded as spam.
And finally, it’s time to test your newsletter. Run multiple tests before you send out your first newsletters. Sometimes a small typo in the headline can influence the open rate of your email more than you’d think.
As with content marketing, or any type of marketing in general, you want to be able to measure the performance of your newsletter marketing campaigns.
There are a bunch of metrics that you should keep monitoring, mainly:
You’ll know after a few weeks and a few newsletters how well your emails are performing. Once you have an idea of your strong points and the challenges you’re facing, it’s time to optimize.
Run A/B tests and create variations of your subject lines and content, and send them out at different times. Finding the best combination that works well for your audience is key, and will save you time and effort later on.
If your audience is big, you should segment it down to different groups and tailor the messages and content accordingly. Maybe your eCommerce store sells clothes for women, men, and children. You could segment your newsletters to women, men, and women with children (if this demographic would be the main buyer for children’s clothes).
Highlight trends and events that interest your segmented audiences. And remember to be critical of your copy overall: most people won’t spend as much time reading as you’d hope them to. Keep it short and easy to digest.