Although underrated, newsletters are one of the most effective marketing tools to nurture customer-brand relationships, boost brand awareness, drive traffic, and increase sales. However, almost all companies and organizations use newsletters to reach their target audience and promote their brand. Amid the ever-increasing competition, how can you create newsletters that stand out in the crowd?
We’ve created this post specifically to address this point – how to create the perfect newsletter for your audience every single time!
But before we get into the details of the matter, let us first start with the basics.
What is a Newsletter?
In layman’s terms, a newsletter refers to a periodic update about relevant and meaningful business topics, issues, and activities. The idea behind creating newsletters is to provide detailed information on a wide variety of issues. When it comes to marketing, newsletters are a type of long-form content that businesses send out on a weekly, monthly, or quarterly basis.
That’s how a well-crafted newsletter looks like!
Today, businesses regard newsletters as a core element of their content marketing strategy. The main idea is to leverage newsletters to keep their target audience informed and educated. Typically, newsletters contain such matters that the audience will find most relevant at a particular point in time, such as trending news, interviews, product updates, opinions on business matters, and so on. While companies and organizations traditionally used to send printed newsletters, today, they rely on a mix of both printed and online newsletters.
How to ace the game of creating newsletters?
The most important tip to remember while creating newsletters is that they shouldn’t be sales-driven; instead, they should be replete with useful and relevant information that is based on real-world data. Now, let’s get straight to the business of creating the perfect newsletter strategy for your business!
- Focus on the content
The first order of business for creating newsletters is to decide what kind of topics you wish to include in your newsletters. You have to determine what type of topics and issues you want to talk about, what kind of issues you wish to highlight, and of course, what type of content will be the most relevant for your target audience. This is where audience insights will come in handy – they are pivotal to helping you understand the kind of content your audience expects from you. As we said before, remember that the idea here is to educate your audience and not sell your products/services to them. Also, do not forget to include real stories of inspiration and achievements to give your newsletters the human touch.
When you create a comprehensive newsletter that contains not only industry facts and business issues, but also inspiring stories that will move your readers to take action, the value of your newsletters is bound to skyrocket.
- Create your signature voice
Since newsletters are a staple marketing tool for most businesses, it can be quite challenging to carve out a niche for yourself in the game. But it’s not impossible. One of the best ways to stand out in the crowd is to establish a unique voice in your newsletters – make the readers crave for your content. You can do it by adopting a unique style of writing, by using wit and humor, or by writing on less-talked about issues. Don’t shy away from using your unique voice in your writings.
- Make it easy to follow
While it’s true that your newsletters should be loaded with relevant information, it should never be overwhelming for your readers. In other words, it should be easy for your readers to follow. The best way to fragment and structure your newsletter is to offer a table of contents right at the start. You can sort the information according to headlines and provide links to each page, thereby giving your readers to consume their preferred information in detail. Use a consistent and straightforward layout that’s easy to follow and make sure to keep the design minimal.
- Create catchy headlines
When delivering information, you can never go wrong with strong headlines. The subject matter of your captions will ensure whether or not your audience will read your content or walk past it. Hence, it is crucial to write clear, concise, and catchy headlines that can attract the attention of the right people the moment they look at it. However, just writing a punchy headline won’t cut it – you must ensure that a solid introduction follows the headline. While your headline should tell the readers what you are going to tell them, your subject matter should convey that idea, and your conclusion should again remind them of what you told them.
- Create actionable call-to-actions
Once all is said and done, your newsletters should drive your readers to action. This is why crafting actionable CTAs is a pivotal part of creating newsletters. When you fail to provide a call to action to your readers, they will leave without interacting with your business. That’s not what you want! If you seek to inspire your audience to take some form of action after reading your newsletters, make sure to place call-to-action buttons in them. It may be in any form, such as share buttons, buy buttons, web page links, and so on. The easier your CTAs are to follow, the higher will be the chances of conversions.
- Decide on the frequency of your newsletters
Lastly, you must decide on the frequency of your newsletters, that is, when and how frequently you will publish and send them out. Although there is no golden rule that dictates how often you should send out your newsletters, it mostly depends on your target audience, the topics you talk about, and the traditional frequency of the newsletters. Essentially, you can send out newsletters weekly, or monthly, or quarterly – it is not a daily thing.
The best way to decide on the frequency would be to see how convenient it is for you to create quality content, then declare the set frequency to your audience and stick to it. This will tell your readers when to expect new newsletters from you. While you might want to switch up the frequency of your newsletters, you must keep in mind that it takes time to produce quality content. There’s no use in bombarding your audience with irrelevant information gathered haphazardly, every single day!
If you abide by these guidelines, creating newsletters will become much easier for you, while simultaneously building a loyal fanbase for your newsletters. A quality newsletter is one that comes out at fixed and regular intervals, contains high-quality and relevant content, includes doable CTAs, and is aesthetically pleasing to the reader.