Email marketing is an extremely effective tool for building relationships with customers and maximizing ROI. If you’re utilizing email marketing in your business, you already have a leg up over your less email-savvy competitors. When creating an email strategy that will draw customers in, though, it can be tough to know what content to send to your readers.
One email marketing strategy that works for many businesses is the newsletter. Newsletters have been marketing staples for decades, and for good reason. Newsletters are the perfect opportunity to keep your audience informed about new developments in your business. They allow you to provide valuable bonus content or deals your readers can’t get anywhere else. They make your reader feel like an insider.
However, there are best and worst practices when it comes to crafting a strong email marketing newsletter. Read on to learn what to do (and what not to do) when creating the ideal newsletter.
First, decide how often you’ll send out your newsletter. Most businesses aim for weekly, bi-monthly, or monthly. Communicating less often than that increases the likelihood your readers will forget why they signed up for your newsletter in the first place. If they can’t remember who you are, they’re liable to click ‘unsubscribe.’
Choose a timeline that works best for your business, then stick to it. Let your readers know how often they can expect to hear from you, then appear in their inbox when you say you will. This not only provides a deadline to keep you accountable, it also creates anticipation in the mind of your reader.
Be picky about your content
To create an effective email marketing newsletter, you must be intentional about providing your reader with content that is valuable to them. The first question to ask yourself before crafting a newsletter that you will send out to subscribers is ‘why should my reader care?’
Seek to provide value in the form of a sale, giveaway, or coupon, give them information they can’t get anywhere else, entertain them, or let them know about a development in your business that affects them.
Though consistency is key, don’t waste your readers’ valuable time. If your newsletter doesn’t provide value, don’t send it.
Speak in an authentic voice
Many traditional marketing platforms can feel impersonal. Email marketing, however, allows you the opportunity to have a one-on-one conversation with your reader. Take advantage of this personal access and strive to write in an authentic, conversational tone. This not only makes your reader feel like you’re speaking directly to them, it also helps you stand out from other businesses. No matter how similar your product or service may be to your competitor’s, only you can sound like you.
Some businesses personalize their message with the reader’s name, use emojis, or tell jokes in their newsletters. Obviously, you’ll want to use a voice that is appropriate for the product or service your business provides, but don’t be afraid to have some fun with it.
Speak to one person
It may seem counterintuitive, but you should write to one specific person when crafting your newsletter. If you haven’t already done so, take some time to identify your ideal reader/client. Rather than trying to appeal to everyone, imagine your ideal client and speak directly to them.
Not only will this trick make your writing stronger, but it will create a stronger relationship with your reader, as each reader will feel like your message is personalized to them.
Include content from your audience
When you receive a positive review on a platform like Google or Yelp, share those messages in your newsletters. Share replies you get to previous emails. When you complete a job for a client, ask them to shoot you a quick testimonial, and share those as well. Address questions you receive from your readers, because you can bet that other readers have those same questions.
Sharing positive reviews, testimonials, or recommendations from real people will strengthen confidence in your brand. Further, sharing thoughts from actual customers will increase reader engagement. Many people love seeing their name in print, so a reader may be more likely to interact with your business if they know they might be featured in a future newsletter.
While there is no inherently right or wrong way to craft a newsletter for email marketing, there are best and worst practices. Take some time to research and be intentional when creating a newsletter strategy that suits the needs of your specific business and addresses how you want readers to interact with your content.
Show up when you say you will, provide consistent value for your reader, be authentic, and speak directly to your ideal client. Following these steps, you are sure to create a newsletter that your subscribers will look forward to reading.
What other email marketing questions do you have? Ask me in the comments!
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