How to create an effective newsletter - practical tips
Despite its drawbacks, the newsletter is a good marketing tool that is worth using. Contrary to appearances, creating it is not so easy. Based on our experience and observations, we have created a decalogue of commandments for advertisers, thanks to which you can create a readily read newsletter. The Decalogue - that sounds very harsh. Not without reason, because the consequences of not following its provisions are just like that. If you ignore them, your newsletters will quickly end up in the trash or worse, in the infamous SPAM folder.
Newsletter - remember the purpose
This is a key issue in the design of any advertising campaign. First, you need to answer the question of what exactly the newsletter should be used for. It can be treated as an auxiliary tool that only reminds customers of the brand from time to time. The newsletter can also become the main promotional engine, especially for small companies with a small marketing budget.The sense of its existence is supposed to influence the content it contains. If you want to encourage the internet user to visit your website, include short excerpts of articles in the news with links to the full texts. In a situation where the newsletter serves you as the primary form of promotion, it is worth publishing information about discounts and new products or services of your company.
Newsletter - don't forget about the target
Another fundamental element of a well-written advertising plan is the correct selection of the target and the selection of appropriate actions. It all depends, of course, on the scope of your business. As long as you are involved in the production or distribution of universal products (example: bread), your task is easier. In such a situation, you need to focus on a general newsletter - without elements aimed at specific groups of customers. Those entrepreneurs who have a wide range of offers aimed at various targets should include a short personal questionnaire on the subscription form for the newsletter. With such data, you can design separate versions of the mailing for different recipients. The varieties should differ mainly in the offers contained therein, as well as in content and appearance. After all, you won't send your teenager ads for diapers and links to baby care articles, right?
Newsletter - don't pull out too much information
This rule conflicts with the previous point. Obtaining a few of the most important data about a consumer is a priceless thing for a marketer, however, careful questioning at registration can scare you away. The media is still full of reports about mass surveillance of Internet users, which is why many of them are reluctant to fill in personal questionnaires. So you have to exercise moderation - when signing up for the newsletter, ask only 2-3 key questions (e.g. about gender), and provide the next ones later, when sending e-mails.
Intrigue the reader
In the era of digital information overload, it is extremely important to attract the attention of the recipient. In the maze of incoming advertisements, the consumer is supposed to be interested in your message. It is often the case that interest once aroused (in various ways) pays off in the future. The main technique of persuading the Internet user to read the newsletter is an ingeniously chosen title. It may include, for example, the most interesting discount on your company's products at a given time. For newsletters that aim to increase the number of visits to a specific page, a fascinating preview of one of the texts can be formulated. Remember that people are most drawn to sensations, secrets, scandals and neatly constructed understatements.
The newsletter may not become the equivalent of a website. Here, the most important thing is to include the most useful information in the minimum number of characters. For this reason, the best solution is either teaser plus link constructions or a graphic presentation of the offer.
Don't dazzle with ads
The enormous saturation of our reality with advertising, the one outside the window and the digital reality, tires people. Consumers are fed up with leaflets, ubiquitous banners and filling their inboxes with commercial offers. Excluding newsletters directly informing about favorable discounts, promoting your business must be done with subtlety. It is worth getting acquainted with the concept of native advertising - an interesting form of marketing that has been gaining popularity recently. A good solution may be to bet on the so-called content marketing, whether we mention it in the next commandment.
Provide valuable content
The rules of content marketing say that the most important thing is the quality of texts, not their number. Internet users most often return to places where they found valuable and well-written information. You need to know your target well to know what content will be attractive to its representatives. After the interest mentioned in the fourth commandment, it must be consolidated so that the recipient opens new e-mails sent to his inbox. Remember that for many educated readers of newsletters, errors (punctuation, stylistic) and treating recipients in advance may be disqualifying.
Build your trust
A similar principle to that described in the third commandment. An Internet user from the very beginning may not have the impression that you want to get valuable information from him or use his trust in any way. It is very important - every day, e-mails receive millions of messages with links leading to dangerous websites or applications. A conscious internet user will think twice before opening a suspicious email.
Encourage internet users to subscribe
What to do to persuade consumers to subscribe to the newsletter? It's easy - offer some welcome bonus. It is worth taking an example from a certain clothing brand that gives you a one-time discount on any purchase in its stores.
Measure the frequency
Do you want to discourage the consumer from joining your business? Send him a few messages each day. If, after such bombardment, the internet user does not unsubscribe and does not mark your newsletter as spam, the e-mail program will do it for him. It seems reasonable to set a permanent frequency - e.g. once a week. The exception is, of course, mailing focused on informing recipients on a daily basis about fresh promotions.