Nearly every successful company has a great business website, but they need to have ways to get the word out and keep previous customers coming back for more. The best way to do that is through email newsletters.
Email newsletters are different from customer service and purchase confirmation emails in that they focus solely on content rather than details. Fluffed-up newsletters seldom keep the attention of your customers, so it’s important to incorporate your newest products and services into your newsletters without boring your readers or getting swept away in a sea of inbox emails. Look at your newsletters as a way of creating long-lasting relationships with your buyers.
You’ll make leads out of listed names by playing up your role as a credible source, creating a communicative network, and promoting related content without poking and prodding too much. If you think well-done newsletters aren’t worth your time, keep in mind that interested customers enjoy the ones from companies that put in the effort to stand out and meet each consumer’s needs.
Some of the best newsletters have many of the same qualities, and the first of those qualities is the time of the week they’re sent. Successful newsletters are sent out at either the beginning or end of the week. Newsletters sent from Tuesday to Friday tend to fail in capturing the reader’s interest. Opt for a Saturday, Sunday, or Monday send-out instead.
Good newsletters also appear personal and catered. Be friendly and understandable with the language you use, and include links whenever applicable. Make sure to differentiate your true content from your promotional material, as blending them together too much can be confusing for the reader. It takes time to create a newsletter with valuable content and an appealing tone, but it’s certainly possible.
For a more solid list of elements your newsletter should have, consider the following. Write your newsletter the way a friend or acquaintance would write an email, just with some extra content, and maintain that layout for a reasonable period of time. Feed your readers enough information to keep them coming back for more, adding clickable elements when necessary. Finally, publish and send your newsletter at the same time every week so they’ll learn when to expect it. If you can, make your newsletter mobile-friendly; many smartphone users check their emails on the go and will be more likely to read the newsletter if it displays well on a smaller screen.
Emailing the people on your list out of the blue or with a poorly-written letter creates distance between you and your customers. Gently guide them to your products and content, never shoving information into their faces. If after several trials you find that email newsletters aren’t the right choice for your company, find something better suited to it. Be patient with the process.
Whether you opt for email newsletters or another effective marketing strategy, you’ll frequently have to update your content. Continuously put in the time and effort, and you’re sure to see results.