Newsletter marketing is when companies send informational and product-focused content via email to a subscriber list that comprises potential and existing customers. You might not think email marketing is beneficial for your business, but trust us, it is! According to Statista, in 2020, the number of global email users amounted to four billion and is set to grow to 4.6 billion users in 2025. Therefore, your business needs an outlet like email marketing that quickly and effectively gets the word out on new products, services, or deals you offer. Newsletters can also direct your readers to blogs or web pages that give them more detail about your business.
Why Newsletter Marketing is Essential
Newsletter marketing keeps brands on top of consumers’ minds, establishing authority and notifying readers of products that may interest them. If you’re not using email marketing, you are missing out on significant opportunities for your business.
It is so important to have additional ways of communicating with your target audience. Of course, social media is the most effective way to keep your customers engaged with your business, but what happens if you suddenly don’t have access to it? We saw this happen recently, on October 4th, 2021. Without warning, Instagram and Facebook shut down altogether. If these two platforms were the only way to connect with your audience and attract clients, you would be in trouble.
The most effective way to counter this issue is to start building your email list. You might have a list of subscribers that love what you do but don’t hear from you enough, or maybe you have tried to build a list of subscribers but failed. Don’t be worried; we can help you out. Start making that email list today, no matter how difficult or time-consuming it might be. Next, find the most simple yet effective way to set up and grow your list. It can be as easy as going on social media and directing your audience to subscribe to your newsletter or creating a pop-up on your website that gives viewers an option to enter their email addresses for the newsletter. Consistency is vital when it comes to creating an email list for newsletter marketing.
What We Use to Write Our Newsletters
The easiest way to write an effective newsletter is by utilizing an online platform. Our personal favorite, and the one we found most customizable, is Mailchimp! Some other great platforms are Constant Contact, Mailerlite, and Campaign Monitor. Online platforms are easy to use and allow you to create newsletters that reflect your client’s brands. You can also easily manage your subscriber list and utilize segments to create different groups of subscribers.
What to Include in Your Newsletters
Whether you use MailChimp or not, here are five things you should always include in your newsletters to make them as successful as possible:
#1 Creative Headlines
Subject lines should both persuade the reader to open the email and correctly represent the contents of the email.
#2 Consistent Schedule
Information in the newsletter should be specific to the business and target audience and sent out in scheduled time intervals. Frequency truly depends on the brand. For example, we send ours out once a week, while some clients send it out once a month. Find the right frequency for your brand, but remember to be consistent.
Newsletters should always have a desire to be performed by the reader. Therefore, we like to include buttons or links that redirect our readers to blog posts or web pages related to the content in the newsletter.
#4 Clean Format
Readers need to enjoy the email visually. If the email looks scattered and uncoordinated, the reader is less likely to read the email and more likely to unsubscribe. Also, keep the information minimal. Share a snippet of your blog or content with a call to action to “read more,” if applicable. We are in a day and age of short time spans; we don’t want to lose readers to too much text.
#5 Optimize Newsletters for Mobile
Readers are more likely to open the newsletters on their mobile phones. Therefore, you must ensure that your newsletters are optimized for smartphones and tablets. Many email marketing platforms have customizable mobile styles that take effect when someone reads the email on their phone or tablet. The default styles include font size and line height settings that work well on a smaller screen.
The Importance of Newsletter Marketing
Newsletter marketing allows businesses to demonstrate authority and expertise on the subject of their services and products.
At TOC PR, we make sure our newsletter marketing strategies are always attractive and informative to our subscribers so that there is a level of trust placed between us. Newsletters are imperative in taking your brand marketing to the next level.
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