Newsletter, if written properly, are the fastest way to deepening communication with your audience. They need to be informative and appealing but by no means overbearing. That includes brevity since not many people nowadays have sufficient time to read lengthy content, no matter how promising.
There is more than meets the eye about the art of newsletter composing, but nothing that cannot be mastered with ease. Let’s break down the most important ingredients that make a newsletter stand out.
Writing Appealing Newsletters
Keeping all of the above-mentioned in mind, the key factor in a stellar newsletter is — content. Quite similar to high-quality web content, newsletters represent your company/products/services or all of the above. Therefore, it is essential that they do it in the best possible way.
A newsletter should be specific and target the actual audience (as opposed to everyone). It is also a good idea to focus on a specific offer, rather than on multiple ones, as too much information is more likely to keep people off than arouse their interest.
The best way to do that is to use insights from your email marketing campaign. Knowing your audience will tell you exactly what they are looking for, and you should grab that opportunity to make a better offer than the competition.
Speaking of competition, there is a simple way to keep track of their activity. Subscribing to their newsletters will often do the trick.
Back to the main topic, an example of a good newsletter will narrow down the offer to target the specific needs of the audience. I.e., if you are into health supplements, send different newsletters to men and women.
The greatest of the great newsletters offer insights into fine segmented products. Using the example from above, some ideas might be “best supplements for women over 40,” “best supplements for body-builders,” etc.
Newsletters Going Places
Now, even the finest newsletters will render no results if they are not read by a multitude of people. Remember the statistics: the more people accessing an offer, the higher the chance of turnover.
Provided that your newsletters are compelling and sent to well-segmented audiences, the practice will easily translate into a dramatic ROI.
One way to increase your newsletters’ visibility is to submit them to digital newsletter directories. A simple web search will help you with this quest, as there are indeed many of those around, including free ones.
Also, remember that while many people like shopping around, comparing similar offers along the way, there are also people interested in only premium services and products. Newsletters could come in handy in that respect. You may wish to offer a standard and a premium issue — the first free, the second paid.
Premium newsletters should be worth the investment. They may include video materials (training, seminars, and similar), monthly special offers, access to member-only privileges (i.e., forums), etc.
Calls to Action
In order for a newsletter to boost your ROI, both in the short and in the long run, it must feature a call to action. Most newsletters use buttons, but a call to action may also come in other forms (images, videos, etc).
A call to action doesn’t necessarily have to prompt the reader to make a purchase. It should simply inform them what the next step is. I.e. “click here to access premium content” will let the recipient know exactly what will happen next.
In order to get a person to actually wish to perform an action, your newsletter must make a clear and compelling statement. But first, it needs to be opened and read.
The latter solely depends on the subject line, which should tell the reader directly what the content is all about. If it announces how it solves a problem of the recipient, even better! I.e., “Make better sales with the help of [our service]”.
Now that you’ve got recipients’ attention, you should follow up with clear content. There are numerous tactics to writing a successful newsletter, with some common denominators being:
- Reinforcing the promise from the subject line
- Keeping it concise and informative; provide a brief company background followed by useful content
- Effectively ending with a relevant call to action
Using “if” clauses is one way to grab readers’ attention. I.e., “if you are a dropshipper looking for…, then our [service] will help you reach more customers with ease.” Remember to clearly state how the service will help solve the problem; otherwise, you risk being flagged as just another lousy marketer with no actual promise.
A good newsletter takes all variables into account. One significant variable is — customers who already know they want to make a purchase. There are numerous reasons why someone holds off on a purchase, with most common ones being lack of time, poor website experience and comparison purposes.
If a customer abandons their shopping cart for any reason, a reminder should be sent to them. According to SaleCycle, the global rate of cart abandonment is 75.6%. That is a considerable percentage, worth another go. A simple calculation will help you understand what happens if only one person in 10 completes the order.
Next on, your newsletters may go a step further to retargeting. Once you know your customers are actually into buying the product, you may personalize the offer, announcing a similar or complementary product in your next newsletter.
In some cases, sponsored content and affiliate links may also find their place in newsletters, but before you opt for this step, make certain you have a steady buyer base and know their interests to the letter.
Newsletters are as varied as the senders and, provided they are stellar, they are also as varied as the recipients. Personalized offers are the best strategy to enhance your business scope, but they don’t need to necessarily come in the form of newsletters.
Observe newsletters as announcements. They should tell the recipient a brief story of your business, target offers and benefits to come, should the action promised in the call to action be performed.
Remember that newsletters connect you to people in much the same way eye-to-eye contact does in a store. It also gives you the opportunity to showcase your services and products in a compelling way — the practice that should become a norm for each following newsletter to be sent.
On top of enhancing sales, newsletters may (and usually are) used to attract social media followers. Nothing increases a brand’s visibility the way social media channels do, so it is always a good idea to include links to your business’ social media accounts in your newsletters.
Actual two-way communication takes a whole new dimension through social media. These are the most common “places” where people ask for additional information and share content if they are satisfied with the offer.
Further out, you may make (or download) templates once you know what works best for your audience. Keep your tone and style consistent as they define the brand and the offer.
Last but not least, do your homework at all times. Use the stats to determine the best time to send emails and shopping cart reminders, the ideal length of emails, and so on. Remember that newsletters represent your brand; you want them to truly stand out.
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