There are many different types of marketing emails that you can use to engage with your customers. Promotional emails help with sales, and lead nurturing emails help move contacts down the sales funnel.
But what can you use to help build relationships and improve brand awareness?
How can I improve my newsletter?
If your brand has a content or blog strategy, then you probably already know the power of an email newsletter.
83% of B2B marketers use email newsletters as a piece of their content marketing strategy.
Pay attention to your audience’s needs
One of the biggest mistakes that marketers can make with their newsletters is not considering the wants and needs of their audience.
It might be tempting to load up your newsletter with all sorts of promotional content and information about your brand. However, keep in mind the purpose of your newsletter is to educate instead of sell. You should aim to include 9 parts information for every 1 part promotion in the layout of your newsletter.
In addition, your audience also wants something that’s easy to read and visually pleasing. Incorporate these elements into your newsletter template:
- Compelling design: Use an image that grabs the reader’s attention. Consider an inverted pyramid design style.
- Mobile-friendly: More people open emails on cell phones than on desktops. Design your newsletter so it looks good on mobile devices.
- Killer content: Include relevant information that’s helpful to your audience. Use curated content to supplement your own material.
- Strong CTAs: Your newsletter should include multiple CTAs for many different functions. Make sure they are clearly marked with compelling and actionable copy.
Timing is everything
Just like with any email, your timing can play a major factor in the performance of your newsletter. You should evaluate both your frequency and the time of day that you send your newsletter to see what works best with your audience. If you currently send monthly emails, see how your engagement changes if you switch to a weekly newsletter. If you send weekly, experiment with a daily email. Just keep an eye on your unsubscribe rate and spam complaints. They’ll start to go up if you’re sending too often.
In addition, experiment with the time of day that you send your email. It might seem strange, but the best-performing newsletters are sent from 8 p.m. to 4 a.m.
How to measure newsletters
To best measure your newsletters, you first need to know your overall goal. If you’re trying to drive traffic to your website, you’ll want to track clicks and page views. If you’re looking for social followers, you’ll want to keep an eye on new social engagement and sharing. If you just want to improve metrics for your overall email marketing strategy, you’ll focus on open and click-through rates.
At the very least, you should be monitoring your email list growth and unsubscribe rate. If you have more unsubscribes than new subscribers, then your newsletter needs some review.
Does it really matter?
Your email newsletter is an easy way to build relationships and brand trust with potential leads and customers. Your readers will come to expect your newsletter and establish a bond with you that would not exist if they just visited your website.
This relationship and trust will also go a long way towards improving future sales. Customers are more likely to remember the brands they trust. In fact, research shows that authenticity is one of the main factors new customers consider when deciding on a new company.
Now you should understand a few steps you can take to improve your email newsletter and why it’s so important for your brand. Evaluate your current strategy to make sure you are putting your customers’ needs first.
If you feel like your newsletter is too generic, there’s nothing wrong with creating specialized newsletters for different audiences. Before you do, just make sure you segment your emails, so the right people get the right message.