Are your newsletters actionable?
While you may be sending newsletters to your email subscribers, are they actionable? Do your newsletters convert your readers or do they just end up in the trash or spam folder?
While many people may believe that email marketing is outdated, the fact of the matter is that including emails in your marketing strategy is essential. It can be tough, though, to know what you should be sending your subscribers. Sending coupons and other promotions is an excellent way to entice your audience but another way to engage them is through newsletters. Adding a newsletter content strategy can take your email marketing efforts one step further and produce some beneficial results for your company.
The most important thing to keep in mind with newsletters though is that they need to be actionable. If you’re sending newsletters to your audience just because you haven’t contacted them in a while, it’s not an effective strategy and will be doing more harm than good. The best newsletter content strategy elicits specific actions from your audience and converts audience members into customers. Let’s look at some aspects of a proper newsletter content strategy.
Email Newsletter Content Strategy
Whether you’ve never sent a newsletter to your audience before or you’re trying to improve your current email newsletter content approach, here are some simple ways you can improve your newsletter content strategy.
Email Subscribers Only
People will not open your messages if they didn’t sign up for your emails in the first place and worse, they’ll most likely send your email straight to their spam folder. Try using a double opt-in process for new subscribers so that your newsletter content isn’t wasted. While your subscriber list might be large, that doesn’t mean anything if they’re not reading your newsletter content. It’s important that your subscriber lists contain people who are genuinely interested in your brand and what you say but keep in mind, buying subscribers is never a good idea. Make sure you give your subscribers plenty of options for how often they receive your emails when they sign up, so your newsletters don’t end up in the spam folder.
Set Clear, Achievable Goals
Before you send out any newsletter, you should be able to answer why you’re sending the newsletter in the first place. Make sure you stick to one goal per newsletter and don’t include too much information. It’s understandable that you want to show off your achievements or awards but by including too much information in your email newsletters, you’ll confuse the reader. Keep these common goals in mind before you send your next newsletter to your audience:
- To Get Downloads
- To Sell
- To Drive Traffic
- To Promote an Event
- To Have Subscribers Share Content
The Subject Line Matters
While creating engaging email newsletter content ideas, don’t overlook the subject line of your emails. Make sure the subject line of your emails is just as engaging as your newsletter content. Remember, your newsletter is useless if your audience doesn’t read the message. Try coming up with a subject line that generates curiosity and always make sure your subject lines are strong and actionable. You can also try to make your subject line highly relevant to something current. This will increase the likelihood of your audience opening your email.
The best aspect of any marketing, including newsletter content marketing, is to be personal. Address your audience members by their first name and use the first-person perspective when writing your newsletter content. Always sign newsletters with your name and remember, personalized newsletters improve both click-through and conversion rates.