Newsletter Marketing: Sharing Useful Content and Engaging Subscribers
Email is a flexible tool that can serve your business in many different ways. You don’t have to focus solely on regular promotional emails. Customers are often bombarded by ads and promotional offers, and such emails might end up irritating them. However, email marketing isn’t limited to promotional content. There are several types of email campaigns which can be highly effective if you use them the right way.
In this article, we cover newsletters, the least ‘aggressive’ among all email types.
What is a newsletter email, anyway?
A newsletter email isn’t trying to sell a company’s product or service. It provides relevant information your subscribers will actually find useful. This means such emails are most likely to be opened! As a result, your business will get more active readers and therefore improve the quality of your email list.
Your business needs email newsletter marketing for even more reasons than that. It might not be obvious at first glance, but email newsletters can actually bring you more conversions.
Some companies base their email marketing strategy solely on newsletters. But more often newsletter emails are used as part of a complex marketing strategy, along with promotional email campaigns. This gives businesses an opportunity to make their offers less pushy. Subscribers can take a break from commercial offers, and they still don’t forget about your business. While email newsletters usually don’t include a call to action like ‘Buy Here And Now!’, they still can bring users to the website, bringing you new and repeat customers.
How Do Newsletter Emails Turn Subscribers into Customers?
How can you urge subscribers to purchase products or services from your company? The answer is, offer exclusive products or the best price. However, it’s not always possible to make an offer your customers can’t refuse. Your competitors don’t sit back and wait. They study the market and are ready to reduce the price or expand the range of products or services in stock. You need to win the audience’s trust to make them buy specifically from you, and newsletter emailing comes to save the day. You will earn your subscribers’ confidence and loyalty by communicating with them on the topics that are relevant specifically to them.
What Are the Best Email Newsletter Topics?
Good email newsletters should provide interesting and useful content. You can always find a good reason to send a newsletter email.
Here are the most common types of email newsletters on a variety of topics:
A weekly or monthly digest highlighting the company’s news.
Fresh news that might help engage your existing customers.
Emails outlining new blog entries, if you have a blog on your website (if you don’t, you have to start it immediately!)
“How to” guides and tutorials. You can share step-by-step manuals or useful articles in your emails. Also, animated GIFs can come in handy. A picture’s worth a thousand words, they say. In addition, using animated images or videos to teach your subscribers how to utilize a certain product or feature can not only help you deliver new ideas to your subscribers, but also obviate the need for big amounts of text.
Invitations to events your company is hosting or participating in.
Industry or market-related news that might be interesting to your audience.
Research data from your market niche.
Examples of product applications, such as recipes and style tips:
As you can see from the newsletter examples above, you can use newsletters in many different ways.
What Businesses Can Make Use of Newsletter Emails?
Almost all companies, regardless of whether they work in B2B or B2C, can benefit from newsletters featuring the content relevant to their products or services.
Newsletters are mostly used by the following types of businesses:
News and entertainment portals. In this case, newsletters help keep the audience’s attention, fuel their interest and prevent your subscribers from forgetting you.
Educational companies. Newsletters mean a lot for this type of business. By sharing your knowledge with your subscribers, you keep their interest to your project and attract the audience to your events, courses, seminars, both free and paid, online and offline.
Consulting companies. It might look like a paradox, but though consulting companies actually earn money on their expertise, they can benefit from sharing lots of useful content for free. Why? First, since subscribers can find any information they need on the Internet, it’s much better if they find it in your newsletters. Such content would help you build credibility as an expert in your industry. And when they need to solve a specific challenge and require a unique expertise, they will turn to you.
Healthcare and pharmaceutical companies. Newsletters are a good way to tell your audience about new medicines. In particular, you could reach out to a segment of healthcare professionals describing a new medicine, its effectiveness, uses and indications.
In all these business areas, communicating with email subscribers helps create the company’s reputation as an expert and build the audience’s trust. Having received valuable newsletters from the company, subscribers would be much more likely to make a purchase when they see promotional offers from this company. And if someone wants to buy a particular product or service, they will most likely turn to a seller they trust.
Even retail businesses, both online and offline, can benefit from newsletter emails. Such emails often attract subscribers’ attention with catchy design:
What Makes a Good Email Newsletter
The eSputnik adaptive editor is designed to help you save more time on regular newsletters.
Upon creating your first email newsletter template in the eSputnik editor, you only need to save the blocks in your personal library. After that, all you need do is prepare relevant content for you next beautiful emails.
You shouldn’t underestimate the importance of your emails’ design being responsive. According to Blue Hornet’s research, 70% of consumers immediately delete the emails that aren’t mobile responsive. Therefore, you should test your email first, make sure it looks good on any device, and only then start your campaign.
Newsletter Components and Up-To-Date Ways to Design Them
Sender. It’s the first thing your subscribers see, and in many ways the sender’s name affects their wish to open the email. Newsletter emails, as well as promotional emails, can be sent on behalf of the company, or you can choose a different sender for each type of your emails. For example, you can use a personal email address of a Customer Success Manager, surely, the one on the corporate domain. Such approach can also be used for triggered emails, to make your subscribers feel special.
Subject line. A few words that your subscribers see even before the email is opened, determine whether they will be reading this email at all. Therefore, the wording of the subject line is worth a good thought. Here are some useful recommendations.
- You probably have something to tell your subscribers, but the paradox is that the subject should be brief. Formulate the main idea in a brief and clearly expressed manner.
- The first 3 words should be the most concise and informative, since subject lines are often truncated on smaller screens.
- Highlight how valuable this content would be to the customer.
- If it goes well with the context, mention your company name.
Below are some email newsletter subject line examples:
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Header. It should contain your logo to make your emails easy to recognize. Add a menu at the top of the email so that readers can easily navigate to the corresponding website pages right from the email. You can put a recognizable main banner under the header to help your subscribers unmistakably identify the newsletter:
Content. Highlight headers and make indents. While newsletter emails usually have more text than promotional ones, you can help readers focus on what really matters by structuring its content in an easy-to-read way.
Footer. Do you want your campaign to become viral? Add “Share with a friend” or “Forward” buttons to the newsletter email. Your subscribers might want to use them, especially if the content was really interesting to them. If you decide to send a newsletter email on behalf of company representative, you can place a block with their photo and contacts in the footer. This approach will give your emails a more ‘personal’ feel and grow your audience’ trust in your company.
Using these simple tips on how to design a newsletter email will help make your message appealing and memorable. It will stand out against the general background and will never go unnoticed.
You Can Inform… Not by Emails Alone
Emails are not the only way to share information with your prospects and customers. Companies providing software for email newsletters often offer other communication solutions, for example, via SMS, instant messaging, and web push notifications.
So, you can experiment safely. In particular, push notifications are a good fit for newsletters. This channel will allow you to reach even those who don’t actively check their inboxes or aren’t subscribed to your email list. Here’s an example of an informational push notification:
A big advantage of web push notifications is that they’re really affordable and easy to use. For example, the eSputnik system provides free push notifications to all its users.
By combining email with other channels, you can expand the reach of your target audience. It’s more likely that your subscribers will receive your message and read it, since you offer them information in the form and via the channel that are most convenient to them. The eSputnik email marketing service allows you to create multi-channel marketing workflows and combine various communications to send out newsletters and promotional notifications.
Newsletter marketing can be a valuable addition to your marketing strategy, no matter what kind of business you’re running. If you’re not sending newsletters yet, it’s time to start and increase the value email marketing delivers to your business.