Understanding The Basics Of Newsletter Marketing

October 13, 2021
Understanding The Basics Of Newsletter Marketing

As a business owner, you want to increase your reach among your potential clients. And you want to do it in a way that does not annoy them. Traditional modes of advertisements vie for the customer’s attention by often telling them about their offerings bluntly. However, with evolving times and expanding digital reach, it only makes sense that you sharpen your marketing techniques to subtly convert leads into a loyal clientele. And one way of doing that could be resorting to newsletter marketing. Wondering how to ace this marketing technique? So, you have curated a long email list and earned a subscriber base that has willingly signed up to receive information about your brand. First step, check! As a next step, you could use this pool of contacts to drive more business for you. Because if people have signed up with you, chances are they are already interested in your brand and want to learn more about it. That could give you an added advantage to engage with them further and promote your brand to them. But bombarding your subscribers with emails might not be an ideal way to master this form of marketing. So what do you do? In this blog, we offer you a few tips that could help you understand how to make newsletter marketing work wonders for your business. Read through!

What Is Newsletter Marketing?

Product updates, customer stories, industry news - newsletters could cover a broad spectrum.

Before we begin with the ins and outs of its workings, let’s just understand what newsletter marketing is. In this mode of marketing, businesses share informational newsletters with their subscribers or customers to generate interest in their products and services to drive more business. While these newsletters could also be sent out via post, the more common way of reaching out to subscribers is by sending out email newsletters. The information shared could cover a wide spectrum – product updates, inspirational blogs, a message from the company CEO, a how-to column, event recaps, event invitations, customer stories, industry news, holiday special discounts, exclusive interviews, giveaways, surveys. As long as the content shared is relevant, you are on the right track. When done organically, this marketing technique could help you increase brand awareness and ramp up your traffic by directing interested audiences to specific web pages.

Suggested Read: How To Drive Traffic To Your Website: A Guide For Business Owners

Tips To Create An Effective Newsletter

1. Mobile Responsiveness

Optimize your newsletter for tablets and smartphones.

More than half of your audience may be checking the emails you send them on their mobile phones. Therefore, it would be a good idea to make your emails mobile responsive. Optimizing your newsletter for tablets and smartphones could help you ensure that it has more reach and is easily navigable. This could help you maximize the impact of your marketing tool.

2. Take Subject Lines Seriously

Understand that in today’s world, your audience is likely to receive multiple emails daily. Most people skim through their inbox regularly. But do they open every email they get? Probably not! And for your newsletter to grab your audience’s attention and be visible among the clutter, it needs to stand out. And in this case, an interesting and direct email subject line often helps! 

Writing a creative and effective subject line for your email is an integral part of your newsletter marketing strategy. So, we suggest you get creative and witty about what to put in that one line and think it through. To be able to come up with a catchy subject line each time, you might have to scribble down several drafts before you finally come up with something that hits the bull’s eye.

3. A/B Testing

A/B testing could help you draw more accurate conclusions about how well-received your newsletter is.

Everything that your marketing team comes up with has to be carefully thought through and meticulously curated to drive maximum results and provide a good user experience. But the process doesn’t stop there. Imagine putting in your heart and soul in working on those email campaigns only to learn that they are not making the desired impact. A bummer, right? A/B testing your emails could help you better understand whether what you are doing is being received well or not. It could help you draw more accurate conclusions and direct your efforts toward what your audience is more appreciative about. So sort your emails, subject lines, links, and content ideas, and A/B test them to see what works best for you.

4. Call To Action

You have curated an interesting newsletter, the subject line is on point, the content is informational and inspiring, but if your newsletter ends just there, all you have probably done is piqued your reader’s interest without telling them what to do. A call to action urges your audience to take action. It channels their interest toward a plan of action. There are different ways through which a call to action could help make the interaction two-way. In the call to action section, you could provide a link to the product listing page, a blog page, or even ask them for feedback or comments. Learning what your audience feels about your brand is always a good idea.

5. Be Consistent, But Not Compulsive

Lastly, it is a good email marketing practice to be consistent with the frequency and duration of sending out emails instead of leaving your audience guessing. However, a word of caution – the definition of being consistent could vary for different businesses, but it doesn’t have to be compulsive. Nobody wants their inbox to be flooded with multiple emails from the same brand. If your audience feels that you are bombarding them with emails after emails, they might lose interest in your brand and unsubscribe. And that’s a scenario you might want to avoid!

Related Read: Effective Email Marketing Tips To Get More Leads & Sales

The Perks Of Using Newsletter Marketing

Newsletter marketing could help you build brand awareness and generate quality leads.

Given below are some of the benefits of implementing newsletter marketing as a part of your email marketing strategy:

  1. Building Brand Awareness: Using this marketing strategy could generate more effective and frequent visibility for your brand among your customers. That way, your clients could be more consciously aware of your brand, learn about your offerings, and understand how it could benefit them. Moreover, this could also help you to increase your brand’s recall value.
  2. Bringing in Quality Leads: This is one of the biggest benefits of a successful newsletter marketing strategy. If your newsletter is providing information that is useful to your audience, it could bring in more quality leads. To make this happen, you could direct your audience to the relevant pages that talk about specific products or services and even add a call to action button to prompt them to react.
  3. Educating the Audience: Newsletters are also an opportunity to help your customers learn more about your products and services. You could talk about your products in detail to not only introduce your audience to those products but also educate them about the services. When you inform your client base about your services, they might realize the value these services add to their lives. A win-win for all!

Further Read: Powerful Lead Magnet Ideas To Drive High Conversions

Create and curate to inspire, inform, and educate - rather than being salesy.

A lot goes on into making a successful newsletter marketing campaign, and the points discussed above could help you learn the ropes of the trade. Remember that having access to people’s email ids is no guarantee that the emails you send out will be read! To ensure that your subscribers open the email, enjoy reading them, and react when needed – and even eagerly wait to receive them in their inbox – you might have to innovate and be creative when it comes to newsletter marketing. Just be consistent and informative without being too pushy. And the magic will happen! 

At Fotoskribe, we aim to help businesses like yours grow their online presence by delivering smart and meaningful content that engages your audience. And we do it in a way that gets Google’s attention.
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