A marketing newsletter can be a powerful way to educate your audience, build connections, and grow your leads. 59% of consumers say that marketing emails have influenced their purchases. A monthly or quarterly newsletter allows your business to influence both your cold and warm audience members. Here are some tips to help your company make the most effective newsletter.
Set Your Goal
A marketing newsletter can contain a variety of content. From company updates to blogs to special events, newsletters work as a jumping-off point for everything your company wants to share. Before you begin crafting your newsletter, however, you need to decide what your goal will be. Do you want to drive readers back to your site to read a blog or listen to a podcast? Do you instead want readers to go off-site to register for an event? The ultimate goal of your newsletter will determine what type of content will be most effective.
Personalize Every Marketing Newsletter
From the subject line to the story elements within, personalization is the key to an effective email. Personalized emails have 6x higher conversion rates than those missing customized subject lines and content. When preparing your newsletter, put yourself in the shoes of your customer. Your subject line is your first chance to grab the audience’s attention. The internal content is the last chance you have to make your audience take action. Make every word count. If you have many different audiences, consider creating alternative versions of those newsletters and sending them to your segmented audiences.
Design Clear CTAs
Unlike one-off emails like eblasts, newsletters contain a variety of links and information. If designed incorrectly, your audience can feel overwhelmed by so many calls to action. Designing with dividers, buttons, and high-resolution images can help break up this content and make it clear what you want the reader to do. Ensure that your design is optimized for mobile, tablet, and desktop.
Even if you’ve chosen the right goal, personalized your content, and created an eye-catching design, sending your marketing newsletter at the wrong time can crush your success. A basic rule of thumb is to send your newsletter in the morning when your readers are most active. Start with a weekday and test how your audience responds. Avoid sending newsletters on the weekend and holidays when your readers are out of the office or away from their phones.
50% of people buy from marketing emails at least once per month.
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