We can all think of a company newsletter that we love - or the ones that we hate seeing in our inbox and unsubscribe... The truth is, no matter your opinion on newsletters, every company must maintain some type of close communication and bond with their customers. A monthly newsletter for your business is the simplest and most effective way to achieve this.
But do you know how to create and develop an effective strategy for this type of Marketing email campaign? From mbudo, we share the need-to-know information on how to make your newsletter email sends the star of your Marketing strategy!
A newsletter is a periodic email that is disseminated to subscribers who have shown a prior interest in your company. Its content is mostly informative, but also allows you to share interesting news and updates, new blog content, promotions, etc. Therefore, it is an extremely effective element to use as part of your lead nurturing strategy.
Following an Inbound Marketing strategy, you can use newsletters to meet the following objectives:
Today, the coveted monthly newsletter continues to post healthy results in Marketing campaigns for businesses across every industry. It is one of the most important elements in a company's communication strategy due to these benefits:
Focusing all of your Content Marketing efforts in one area - for example, gaining followers on social media - could trigger problems for your business in the future. These days, a newsletter subscriber tends to be worth much more than a follower on social media. This can be seen in the conversion data; subscribers sign up because they care about your brand or services, while social media fans or followers can interact with your social networks for a diverse number of reasons.
To make the decision whether it's worth including this tool in your strategy, we recommend carrying out a short investigation into these aspects:
After digging into these questions, you must examine the objectives of your company and your objectives in implementing a newsletter. Do you want to:
If you have come to the conclusion that you have room in your strategy for a monthly newsletter, and that the results that could come from achieving your objectives are worth it, it's time to take the next step! To begin, you need to create an action plan for your newsletters.
One of the main struggles when creating a newsletter is honing in on specific Personas and objectives. It's easy to lose focus with all the different moving parts of your business.
Your subscribers don't only want to know about the products and services you offer; they are also looking for educational content, such as tips, guides, product reviews, offers, etc. In short, your content needs to be interesting and diverse.
Below, we show you the three types of newsletters that you can use depending on your company, content, and objectives:
This type of newsletter is recommended for:
It is an extensive newsletter (between 200 and 2,000+ words), but it depends above all on the topic to be discussed and on your audience. It is important that your content answers the following questions:
This style is recommended for:
It is all about filtering, grouping and selecting information that comes from different sources, such as internal links (your own content) or external links (the content of other companies - non-competitors, of course!) The key in this style of newsletter is to provide a context to each link; that is, to explain why the content that you are showing them will interest them.
Recommended for:
The main goal is to drive traffic to your digital content. To do this, use brief and compelling writing that causes your readers to want to continue reading. The links can lead to your website, blog, YouTube channel, etc.
The possibilities are varied, but what must always be remembered is this: the user has requested to receive your newsletter through an opt-in; therefore, don't be boring! You shouldn't disappoint a user who has shown an interest in your company, don't you think?
There is a lot we can say about Email Marketing design and best practices. Below, we summarize the top 10 to implement in your action plan:
As you can see, no matter what business or industry you're in, a monthly newsletter always plays a very important role in Inbound Marketing strategy. The important thing experimenting until you find the best formula. If you need help implementing Email Marketing into your content strategy, contact us today.