The best way to use a newsletter

There are so many ways to communicate in this digital age. While social media content has become key for many brands, organisations and institutions, email marketing is still considered an effective marketing strategy. Each day we are faced with a great deal of digital content, and being able to reach new followers and customers in creative ways is a never-ending goal. It can be challenging to decipher if your brand or business should include newsletters as part of your marketing strategy. Once you have decided to include email marketing, choosing a newsletter platform should result in your efforts being supported. Here are a few questions to consider before you hit send all.

What do your newsletters hope to accomplish?

This should be the first question you ask yourself. A newsletter is a curated email to a list of subscribers who want to receive your gripping content, hear about your announcements, and gain access to your promotions. Often newsletters are cluttered, unfocused and without one common thread that holds together all that is being communicated. Sending a newsletter for the sake of achieving a monthly or weekly requirement won’t cut it. Likewise, having the call to action ‘sign up for our newsletter’ won’t result in new conversations or new customers. It just isn’t appealing anymore. Customers want rewards for opting in, so a discount on their first purchase or a free digital gift is a great way to draw people in. Depending on your industry, there are creative ways to offer something which isn’t monetary. 

What content should you consider for your newsletters?

A strategic email campaign could potentially drive sales, promote a new offering or share exciting news. Each campaign may have a different desired outcome. Yet, it is best to stay consistent and deliver your newsletter as promised to your subscribers, whether it is monthly or weekly. In addition, your content needs to be relevant to your brand and stay on topic. Simply regurgitating your recent blog or social media post won’t result in successful engagement. Rather, further reward your subscribers with exclusive content like a behind-the-scenes interview or photos and videos that won’t be posted anywhere else. This will help keep your subscribers engaged. 

There are other ways of connecting with your subscribers, such as using enticing subject lines and opening lines. We all have full inboxes, but we do also pause when we see a personalised message or an intriguing subject line. The body of the email needs to be consistent with the tone created in the subject and opening lines to keep people reading. When your email campaign reflects your brand’s personality, you are likely to have a more successful chance of organic engagement and sales.