Email newsletters are the most common type of email in email marketing. As the name suggests, they usually contain news and updates to keep the audience engaged. At the same time, they are designed to convert users gently.
Some marketers claim that the newsletter setup is not a giant leap, but the detail-oriented newsletter will pay off. The role of email newsletters in your overall email marketing strategy can be substantial.
Email marketing is one of the first and most established marketing channels on the internet. About 70% of businesses still use it. Let’s take a look at how email newsletters can help your business flourish.
What is the purpose of email newsletters?
Brands send email newsletters to notify their subscribers of the latest news and updates. These emails have nothing to do with sales but build customer loyalty with the help of informative content.
Below, we considered a few goals you can achieve by sending a newsletter, like increasing traffic.
Email newsletters often contain:
- Valuable tips
- How-to guides
- A shortlist with links to original articles
- Posts where users can study the topic in detail
In this way, you can quickly increase the number of visits to your website or blog, thereby increasing brand awareness and recognition. If you share valuable and unique content, your subscribers will look forward to your following email newsletter. They will associate your brand logo and sender’s name with the positive experience they get from your email, which is one of the steps to develop brand authority.
- Increase sales
Although email newsletters are non-commercial, they can also help you increase sales. For example, you can share a comprehensive guide on using your service more effectively or provide your recipient with a case study or review from one of your satisfied customers. If this information resonates with your audience, customers who have not yet decided to buy will have even more reason to do so.
- Promote personal information on social networks
If you just created your brand profile on Facebook or Instagram, you can easily promote it by adding a link to the email newsletter. Tell them why your account is worth following, and mention what information you shared on social media. Please note that you must create different content for each channel. Otherwise, subscribers have no value in joining your community.
- The best time to send email newsletters
Many marketers still question this issue. There is no one-size-fits-all method, but remember that sending too many emails is one of the main reasons users unsubscribe. According to research, 60% of people want to receive promotional emails from brands every week, while more than 80% want to receive them every month. Only about 10% of people want to receive an email every day. Please note that these statistics apply to promotional emails.
Email marketing strategies usually include sending advertising emails and newsletters, activation, and transaction emails. This means you need to precisely plan the total number of campaigns you send to avoid putting off your audience. To send consistently but not excessively, we recommend that you create an email marketing calendar. It should contain all the emails you send to users every month.
This way, you will have a clear understanding of the marketing activities and make changes immediately. The best option is to ask your readers how often they would like to hear from you. Provide a link to the Email Preference Center for each email newsletter, where users can set the desired frequency.
In addition, it’s also a good idea to tell potential customers how often you send emails in the subscription form. In this way, they will fully understand your email marketing strategy.
Good practices for email newsletters
Content: Traditional newsletters (such as printed newsletters) tend to be more company-centered. They usually contain company announcements, new product releases, awards, and other generally worth reading information. Times have changed. Put yourself in the reader’s perspective. If you subscribe to your company’s newsletter, what kind of information would you like to see? What would make you quickly press “Unsubscribe”?
We’ve seen the best email newsletter (and those that tend to perform better) have reader-relevant content. Information is usually helpful, for example, tips or links to articles, tutorials, or “how-to” guides.
Visual: Make it readable and visually appealing. Today, mass texting or emails seems to be a timely job—think of all the marketing campaigns you see in the Super Bowl, large concerts, or highly televised holiday events. The reason is simple: people are interested!
Newsworthy: For example, the latest developments in your industry may bring compelling content to your readers. Special offers, promotions, and giveaways-these can include sales, discounts, and even digital giveaways such as e-books and webinars.
Events: Yes, hold events online or offline. Let your subscribers know how to register!
Personalized and customized content: If your email tool allows, you can send content based on readers’ interests and preferences (think Amazon’s “Products Recommended by Us” newsletter, based on readers’ purchases).
This is a genuinely effective strategy: the study found that personalization increased the click-through rate by 14% and the conversion rate by 10%.
Subject line: A good subject line can differentiate between subscribers who open your newsletter or send it directly to the trash can.
Here are some tips: Keep it short-about 41 characters is ideal, so you need to use as little text as possible. Don’t try to deceive readers as the subscription is likely to be unsubscribed! ! -Don’t get too excited about punctuation and capitalization. You don’t want your readers to feel like you are yelling at them.
Scheduling: Don’t bombard your subscribers with emails. It will only cause them to unsubscribe from your list! Design a programming plan; you should avoid sending extra emails to subscribers. Once a week, monthly or biweekly, is the best option. You can even ask your subscribers how often they want to receive your email. Plan what you want to send so you can schedule your newsletter to be published at the best time. You may A/B test if needed to avoid sending the newsletter in the middle of the night.
A few things to consider: What is the purpose of emailing the newsletter to your contacts? What action do you want them to perform? You most likely want to drive traffic to your website. Make sure the call to action (CTA) is visible. Add a simple call to action button. For example, you can tell readers that you have a new blog post and add a button that links to this post with the word “read the article.” I suggest you have a clear goal because you don’t want to overwhelm your readers.
Include social links: Your footer should include links to your social media profiles. Most newsletter tools have a specific content block where you can easily add this information.
Keep an eye on metrics and testing: Use A/B testing to see which one’s work and which ones don’t. Which subject lines lead to higher engagement rates? Has traffic to your website increased? What type of email has the highest unsubscribe rate? All these tips will help you make the most of email newsletters!
In the long run, good content is the best strategy. If your content adds worth to people’s lives in any way, they will talk about it and recommend it. So, try to stay away from sales-driven advertising emails. Instead, we recommend that you use email marketing to invest in building good customer relationships. You can also increase the number of subscriptions by offering benefits.
Pop-up windows can take you further, but please be careful not to disturb your readers!