The purpose of a newsletter is to inform and update customers about recent events within your company. Everyone has interesting and beneficial information to share about their products & services and that may be or real value.
By increasing awareness through a customer newsletter, you will reinforce the credibility and keep fresh in your customers’ mind. A newsletter also promotes your company in very subtle ways. In today's article, we are going to share strategies to keep your newsletter effective, interesting and engaging with your customers.
Keys to a successful newsletter strategy
Provide good content
This should be obvious really, but it's surprising the number of newsletters that are sent out that are just a list of adverts. Nobody is interested in adverts, no matter how entertaining they might be. So, make sure that you are providing some useful and interesting content that your subscribers might actually want to read and find value in. And keep the advertising messages on the low.
Add interesting headlines
Your subscribers will receive many newsletters from others so to stand out make sure that your headlines are topical, are of interest or offer an incentive so that your newsletter is read as soon as they see it in their inbox. Otherwise, they probably won't read it at all. Your newsletter needs to stop them in their tracks! Not just a "read me later". Give them a reason to open it and read it straight away.
Keep the information and quality of your newsletters consistent. This way your subscribers will generally know what to expect when they open and read one from you. The goal is to make sure that your subscribers trust what you have to say and treat you as an authority on your subject.
Consider the needs and desires
You are the expert in your business, your subscribers are most probably not. You need to explain everything in simple terms and be careful to explain all the business terms and industry abbreviations you mention in your newsletters. Also, make sure you proofread each newsletter (3 or 4 times over), there is nothing worse than errors. Take the time and do not rush them out the door.
Keep to the point
Make sure that people can get the information they need from your newsletter quickly and easily. There is nothing worse than trying to find gems within a large piece of content. Keep the waffle low and use bold fonts to make the important content really stand out.
Keep your newsletters regular
Keeping a consistent feed of articles and newsletters is key to keeping the engagement levels high. The frequency you determine will change over time as you start to monitor engagement, unsubscribes and customer feedback.