5 Quick and Dirty Tips for Better Email Newsletters
If you’ve been to the main site, InTheCloudCopy.com, you’ve probably noticed that we give you the option to sign up for our newsletter. There’s a reason–newsletters sell products and keep your brand top of mind. Look, we don’t like it anymore than you do–it’s a lot of extra work for us–but we do very much like being able to work on different projects and all of the bonuses that come with that.
What Do Marketing Experts Say?
Skads of material has been written on digital newsletters because there’s scads of information that can be captured if you use a mail management tool. Very few of those piles of information agree on much. For example, the best day to send out a newsletter is Tuesday… or Thursday… or Wednesday, but definitely not Saturday, except when that works. If you’re confused, you’re not alone. The thing is that your audience is going to be different from the ones these marketing geniuses are working with, and that’s ok. Just because your audience doesn’t behave like a popular marketing or SEO website says they should just means you handle them a bit differently.
And, hey, once you improve your content, it might not even matter what day you send those newsletters out because your audience will be eagerly watching for them to arrive.
Leaner, Meaner, Better Newsletters are Just a Few Tweaks Away
There are a lot of other marketers and small businesses like yours out there trying to capture the attention of the same audience. This is why it’s so difficult to lead capture on the big social media sites without a decently sized ad spend. There’s always someone bigger and louder than you. However, if you create a really fantastic newsletter, you can level the playing field a bit. Try to incorporate these tips into your current or future newsletter and see what happens.
1. Engage your audience, don’t preach at them. Your newsletter should be fun to read, as well as informative and a way to position your company favorably in the eyes of that reader. The problem is that most people don’t really know what this means or how to do it. First, you want to write to the reader just like you were talking to them. Just like this blog is talking to you now. Use “you” language as much as possible, frame things in respect to the viewpoint of your reader and really know who that reader is. Choose content that’s new and fresh, or review a hot topic from a different angle entirely. For example, fire ants are a big problem in Texas and there have been so many articles on the subject of their eradication that it’s pointless to do more. Instead of writing about fire ant removal, you could do a piece on their natural enemies and their impact on the landscape over time.
2. Speak only to your audience. Random people getting your newsletter aren’t necessarily your audience. In fact, they’re almost certainly not entirely the people you want to work with. Sometimes you can encourage more of the right kinds of readers and buyers by speaking directly to the ones you really want, ignoring the rest. You can’t possibly service everyone, so why are you trying to get everyone’s business? Today’s marketing climate is one of many small niches, not one giant supposedly homogenous whole. Talk to your Boomers looking to age in place, talk to you your Millenials wanting to buy their first home–speak to anyone you like, but do it purposefully.
3. The technical stuff matters, too. Since your newsletter is as likely to be viewed on a PC as on a mobile phone, make sure that it works in both formats. Try to keep it to a few main stories and maybe a couple of support pieces. If you want to use a platform, Issuu is friendly for all kinds of devices. It allows you to do more design and gives readers a way to view a multi-page format without scrolling forever.
4. Content is King, but some content is garbage. I know they say “content is king,” but if you’re writing the same tired old piece of garbage that has been done a thousand times, you really need to rethink your newsletters. Don’t do it just because someone else is–in fact, that’s the worst possible reason. Instead, talk about new stuff at your office, share company stories, talk about happy customers, share upcoming industry stuff, whatever. Just keep looking forward and to unexplored areas for the best content.
5. Test your stuff. The importance of testing cannot be emphasized enough. You will never know how well you can do if you don’t try out a few combinations and really work to eliminate barriers to clicks. The whole idea of a newsletter is to get people to think about you when they have a need, but you have to think about ways to get them to do that first, then figure out if you succeeded.
Your newsletter can always be better, as can ours, as can anyone’s. Put a little elbow grease into it, keep it relevant to the reader’s needs and you’ll go far.