Top 10 newsletter tips – WAU
Although many marketers faithfully believe that the newsletter is already a very old way of updating readers and customers, many professionals still stomp their feet and believe that it is the most intimate, direct and effective way of maintaining direct communication with customers and prospects. Fact is that the newsletter […]
Although many marketers faithfully believe that the newsletter is already a very old way of updating readers and customers, many professionals still stomp their feet and believe that it is the most intimate, direct and effective way of maintaining direct communication with customers and prospects.
The fact is that the newsletter still represents one of the most powerful and direct means of communication to share valuable information online, in addition to being one of the best known ways to start an interesting and direct conversation when it comes to digital marketing strategies and the construction of new lists (the famous mailling).
But do you really know how to create, develop and send a newsletter in an extremely effective and impactful way?
Not yet? So stay tuned in this post, as you will learn once and for all what are the 10 best newsletter tips that every professional should know.
1 – Evaluate: does your company really need a newsletter?
We know that it can be a little scary to have to have a meeting with your boss in order to check the relevance of a newsletter, but it is essential to find out if it is really necessary for your marketing strategy.
Otherwise, it is not worth wasting time on something that will not bring a considerable return for your company.
To find out what you really need to do about it, do some research.
- Are there companies in your area that have developed successful newsletters? What is different about these strategies?
- What resources are really available for you to invest in this new move? (budget, time and support from the internal team).
- Is it possible to have a positive return through the newsletter?
Then, re-examine all your business objectives.
- Is the purpose of this new newsletter to generate a greater number of leads?
- Better qualify leads for the sales team?
- Close more deals?
- Retain more customers?
If your company is not interested in newsletters – or if the priority objectives are different and do not align with this strategy – it is very likely that your time and effort can be applied in other areas, such as, for example, creating a new workflow or even investing in more content for the blog / site that you created for your company.
That is why it is important to gather this data and create an action plan (for the creation of a successful newsletter or other activity) and start a conversation with other managers who will also help in this process.
Even if there is disagreement when it comes to expressing ideas, your other coworkers will be pleased that you have prepared a detailed business plan for the meeting.
Finally, let’s say that you chose to create a newslette. So, what’s the next tip?
2 – Find out what type of newsletter your company wants to send
One of the biggest problems with creating a newletter is that the process can often be confusing and lose focus very easily, as all aspects of the business must be there.
When it comes to email marketing (whether through a newsletter or not) it is necessary that you do a detailed and very creative planning so that everything works out.
A very effective way to reduce the randomness of a newsletter is to keep it very specific, minimizing the distribution of unnecessary information about your company as much as possible.
3 – Balance the content of the newsletter to 90% educational and 10% promotional
Undoubtedly, people who choose to subscribe to your company’s newsletter do not want to know about the products and services that you offer 100% of the time. They may even be fans of the brand and hear what it has to say, but your company doesn’t have to be tied up in countless unnecessary advertisements for the public.
The content needs to be interesting and unique.
In general, many companies wrongly practice sending their newsletters and end up judging customers’ buying behavior as something that never changes and is always looking for offers.
For example: if your company sells shoes, don’t just fill your subscribers’ inbox with promotions after promotions, pushing products down your throats. Nobody likes that.
If that is your strategy, soon the majority of your audience will tire and not think twice about blocking you from the email list.
Now, if your company invests in tips, product reviews or teaches new ways to use the product you sold, that customer will certainly be tempted to open your email and buy more from you.
Don’t be the boring company.
When sending your newsletters, do not abuse the advertisements. Instead, create educational content that can help or pique your client’s interest.
The company that invests in unique and relevant content gains the trust of customers and makes them always come back when buying other products, as they already know that their company is a serious and innovative type, which seeks quality content.
4 – Set expectations right on the registration page
After defining the focus of your newsletter and the type of content it will have, it is time to create a visual and verbal communication from the master on the registration page that customers will click to receive their future content directly in the email.
The first rule is to be specific. Tell your potential subscribers what type of content they will see in the body of your newsletter. Better yet, give them a preview. It could be a link to a demo page, for example.
If you put yourself in the subscriber’s place, I would definitely like the idea of receiving a preview of what is to come.
This is a great way for them to know exactly what the content of your newsletter will be, as well as how often they will receive it.
5 – Be creative when writing calls to your newsletter
Even if countless subscribers subscribe to receive your newsletter, this is no guarantee that they will open your company e-mails.
Many companies try to develop a level of intimacy with subscribers, keeping the editorial line practically untouchable, even if daily, weekly, biweekly or monthly.
But face the reality: many of these editorial lines end up obsolete and without many interesting subjects for most subscribers, and this happens very quickly.
Simply because there is no incentive for these subscribers to click on the email they just received from your company.
However, if she decides to create a unique, creative and engaging approach, there is no doubt that each newsletter sent, regardless of frequency, will be opened and will receive numerous clicks from her subscribers.
6 – Choose a standard Call-To-Action for your newsletter
What really defines your newsletter as a quality newsletter is the amount of differentiated content it has, in addition to the different CTA’s. But that doesn’t mean your company should let these CTA’s stand out in the same way across all content.
Instead, choose a standard CTA (which is the main action you’d like your subscribers to take on your newsletter, for example). The other CTA’s, on the other hand, should be just as attractive options, but less evident. Just make it easy to see and try to make it clear what action your subscribers can take on each of these other CTA’s.
Invest in colors and accurate information, making clear the message you want to send and offer to your subscriber.
7 – Keep the design clean and easy to understand
As stated earlier, the newsletter can easily get confused, as it is a characteristic of the nature of its creation. The trick for marketers on duty who want to invest in this strategy is based on two simple things: concise copy and plenty of white space in the newsletter design.
Concise copy is critical, as your company does not want its subscribers to spend the day opening company e-mails. In fact, your role is to lead them to new experiences, such as the company’s website or blog, for example.
This way your subscriber starts to create a greater bond with you, since he can experience countless types of content produced by you, either on the website or on the blog.
The concise copy gives subscribers a taste of wanting more about your content, enough for them to click to learn more about a particular subject, product or service.
White spaces are essential in the newsletter, as they help to convey a sense of organization, especially on mobile devices (smartphones and tablets), facilitating decision-making when clicking on the link you inserted in the newsletter.
8 – Make sure that the images in your newsletter have alternative text
Taking into account that the visual content of your newsletter is extremely important – in addition to any other marketing strategy that you practice – it is very likely and important that you want to include them in the email to your subscribers, right?
Right! But when it comes to email marketing, the situation can get a little bit more complicated. Most of the time, users will not have access to these images, so you should make sure that they have an essential component: alt text.
It is the text that appears as soon as the images are not loaded into the body of the email.
And attention should be paid if the CTA’s in your newsletter are images. That way, you make CTA’s visible to users, even though images are not enabled.
9 – Make it easy for your users to unsubscribe from the newsletter
It may seem a little counterintuitive, but this tip is essential if you want to keep a list of subscribers really active and engaged in what your company offers.
Avoid using strange phrases like “Change your communication with us or (with us)”, for example. Never leave the unsubscribe button behind an image without the alternative text.
As a result, in addition to maintaining a healthy list with contacts who really have an interest in your company, offering a clear option to unsubscribe will help ensure that the company’s email is not marked as SPAM before it even reaches the mailbox. user input.
Tip: Invest in capital letters and in bold, facilitate the process and do not make the user have to search the footer for the necessary field to stop subscribing to your company’s content.
10 – Make countless tests
You, more than anyone, need to find out what really works for your company and your contact list. Just as in different cultures people appreciate the different, your contact list will also want different and interesting content and information.
Therefore, use the tips above to practice and test in countless ways the strategies that will really bring positive results to your company.
You can do the following:
Funny and short headlines
All email headlines that your company sends to the subscriber list should be small, direct and, why not, with a hint of humor. Certainly they will induce many people to click on your email, exponentially increasing the open rate and clicks.
Flashy CTA’s and Innovative Design
Bright, flashy colors and a well-crafted CTA are the key and the smartest strategy when breaking the monotony of newsletters.
Subscribers are more likely to prefer content that is more fun, exciting and with a good call-to-action or even a simple “click here”. Don’t forget to test, test and test, in order to come up with a flashy design, easy to compress and CTA’s that literally guide customers to what they really want.
Newsletter without images
Newsletter without image? It is possible? Yes! Not every newsletter needs to contain images to be effective and well thought out.
Instead, you can invest in good text and CTA’s spread throughout the body of the email. In addition to increasing the number of CTA’s spread throughout the body of the entire email, users are able to click the links more easily via their smartphone, in addition to making the email appear less promotional and more institutional and informative.
Learn more about creating the perfect newsletter with our newsletter guide!