One of the essentials, when you’re building a brand, is to build your email list. These are the list of people subscribed to your personal website and are often the “loyal following” or a brand. But once you have built an email list, how will you get them engaged?
This is where newsletters come in.
These are emails you send them once in a while
– normally once a week. With these newsletters, you can engage with them and
even get them to buy your new products or to try your services. It’s all a
matter of how well you write your newsletter.
What is a newsletter?
An email newsletter is a type of email you send
out to subscribers that contains information about your product/service and
your niche. These emails are normally sent out to people on your email list –
both existing and potential customers.
Email newsletters have now become an effective
marketing strategy for a lot of companies in different industries and niches
such as eCommerce and blogging communities. You’re
able to send out notifications of upcoming products and brands or perhaps new
content you’ve published. Doing so helps you create leads and ultimately, a
potential to get income.
Do you need newsletters?
Firstly, it’s essential to know whether your business needs newsletters because contrary to
belief, not every niche and industry need this kind of approach. Do some
research and know whether your rivals are doing it and if you have the
available resources to do so.
In line with that, look closely at your
business and review your goals. Do you want to increase sales? Do you want to
retain your following?
If your goals don’t meet eye to eye with what
a newsletter offers or if your industry doesn’t really care about them, you
might need to focus on other strategies. However, if the gathered data you’ve
acquired calls for a need for newsletters, you might want to start building an
email list and start planning what you will write.
That said, here are our tips on writing
effective and high-converting email newsletters to your email list:
For example, a new customer might have just
bought something from your site – a thank you email would be good. Or perhaps
there are a few people in your list who haven’t bought or visited your shop for
a while, you can send a personalized email that shows their previous buys and
then recommend something for them. You can also send a reminder to a customer
who abandoned their cart.
You can also segment your audience based on
demographics – this allows you to create an email with a tone specifically for
Know your goals
When writing a newsletter, you should know
what it should accomplish. Here are the most common goals of a newsletter:
Drive traffic to a certain landing
Drive more sales
Promote a product or service
Increase your social media
Encourage past buyers to buy again
With these, you’ll be able to have an idea on
what you should write about. However, remember to choose only one of these per
newsletter. Mixing goals in one newsletter can be rather confusing for your
For example, focus on the new products and services you’re launching.
Add more details about it and how it can help your customers.
Have a good subject/title
When your subscribers get the email you sent,
the first thing they’ll see is the subject or the title. That’s why it should
be enticing – something that will make them want to click on your email and read
it. It should stand out amongst a sea of newsletters they’re probably getting.
When creating a subject, it should be clear, brief,
and positive. It’s also good to start with call-to-actions as it provides the
emotion of urgency. It makes them feel compelled to open your email.
You can also try to personalize the subject or
your email to make your subscribers feel more special. This increases your
chances of getting positive feedback from them.
But most of all, establish trust by making sure your title
relates to the content. Don’t go creating clickbait since it ruins trust and
without trust, it will be incredibly hard to get loyal followers. Make sure
your content is exactly what the title/subject suggests.
Consistency and value
When creating an email list, the most common
incentive is a freebie such as eBooks. Apart from that, it’s the promise that
your followers will get something valuable.
If you want to establish trust and gain a
loyal following, deliver on that promise.
That said, creating newsletters with value is
also something you should always practice. Once in a while, you can share
something you think your followers will want. You can share tips and techniques
you’ve just learned that you believe they can use.
If you’re sharing something, make sure it’s
legit and tested – something you have proven to be true or to be effective.
Apart from your own testimonies, you’re also more believable with trusted
sources as proof. That’s why always do your research giving out something with
Make it easy to read
Truth be told, not anyone who clicks on your
email actually reads the entire thing. If they see it’s a long block of text,
they’ll normally click back and leave it in their email, unread. However, if
you add images and short blocks of texts and bullets, it’s easier to read and
will spark interest.
That said, make use of images such as
infographics to show more data without being boring. Also make use of
subheadings and bullets to make your email scannable.
Newsletters may seem like hard work – and it
should be. But when done right, it’s a huge help in your business. There are
lots of big companies and names in the different industries that swear by
newsletters and with it, you can achieve your own goals, too.