There are many things that could contribute to a successful newsletter. What makes a newsletter successful is determined not only by whether it is even read, but if it provides value. A good newsletter can go a long way with your audience, establishing trust while promoting your brand. With that in mind, here are a few quick tips to help digital marketers enhance their newsletter marketing strategies.
Below is a list of some simple steps email marketers can take to enhance their newsletters and promotional emails.
Newsletters that deliver results are ones that demand attention from their readers. They need to stand out amongst the hundreds of other emails or pieces of content a reader is exposed to on a daily basis. Most of the time, if your audience does not read your newsletter right away, they will not read it at all. You can draw your audience’s attention by focusing on developing an enticing headline on an important or trending topic.
Setting a great subject line in your emails is also important, as it will determine whether or not a recipient will bother opening your email or newsletter, to begin with. Make your subject line interesting, but not gimmicky. Be straight to the point and avoid superlatives like “The Best Deals Ever!” Newsletter readers are savvy and are well aware of common newsletter marketing tactics.
Read: Email Marketing Tips
Once you get your readers in, it is your job to keep their attention. The easiest way to do this is by simply creating great content. Always make sure your content is relevant to the topic at hand by keeping in mind what your audience’s interests and motivations are.
Industry news, advice, and events are typically good places to start, since they bring value to the reader, while also acting as advertisements to help bring revenue to your newsletter. However, nobody likes to read a bunch of ads, so it is up to you to seamlessly weave them into your content with an approach that focuses on bringing value to the reader.
Some other tips to keep in mind are to use links to other assets to help support your content and add even more value for your reader. You should also structure your content in a way that is easy to read and makes sense (headings and subheadings are your friends)! Content length, too, is important in newsletters and emails – keep your messages short and link back to pages on a website for longer content.
Remember to include call-to-action (CTA) elements, such as “Read More” links in your newsletters to drive traffic back to your website, store, or an optimized landing page or sales funnel. Don’t expect your readers to know what you want them to do – tell them!
Once you have a well-established audience reading your newsletter and engaging with it, stay true to your publication schedule so they know exactly when to expect your newsletter. In addition, make sure you use the same theme for your newsletter so that your audience knows it is you. The design for your newsletter should be visibly pleasing and not distracting to the reader. Try not to switch things up once you are on good terms with your readers – you would be surprised how quickly you can lose their attention. If you do decide to make changes, you should let them know beforehand and/or acknowledge them yourself.
Read: Is Your Email Marketing Campaign CAN-SPAM Compliant?
Most newsletter software has some form of analytics or reporting tool newsletter marketers can use to track metrics such as opens or views, clicks, and unopened rates. Study this data to find out what works in your newsletters (for example, what links recipients are clicking and what sort of subject lines inspire someone to open your newsletters). If something is not working, listen to the data and make small adjustments to your newsletter layout, content, and subject lines based on the feedback the reporting provides.
Newsletters are a great way to cultivate an audience that believes in and trusts your brand, greatly benefiting both you and your readers. A good newsletter can be a very powerful thing and will always make a great addition to your overall marketing strategy. Make sure to implement the above tips to get the most out of your Internet marketing efforts.
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Anthony Fiducia is a New York based writer whose passion is bridging the gap between readers and new or complex information. When not writing, Anthony is usually found hiking, practicing his photography, or watching and studying film.
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