It’s a question we get asked a lot as a marketing agency in Hampshire: “Why is it important to issue newsletters?” Of course, our advice will vary depending on the type of business but there is one common theme in our replies – the importance of regular and targeted communication.
Sending regular newsletters provides you with the ideal vehicle with which to connect with your target audience, showcase your expert knowledge, and share the practical advice and insights that will establish their trust in you.
Newsflash – you’re not as boring as you think
Many companies make the mistake of assuming that nobody would want to read a newsletter because of the sector they’re in. However, a study by HubSpot reveals that the industries with the highest newsletter open rates are some of the industries in which you would not expect an email newsletter, like construction, law, and property.
No matter what sector you’re in, if new and existing customers are going to be interested in your products and services, then they’re going to be interested in receiving your newsletter. And it can have a real impact on business growth…
The power of an effective newsletter
HubSpot found that the overall average open rate across all industries is 32%, saying:
“Maybe your current rate is 20%. With a few changes, you increase to 30%. Let’s do some quick math. For every 100 emails, you get 10 booked meetings. Of those meetings, you typically close three deals. If you booked 15 meetings instead, you could close four or five additional deals. That’s the difference between missing your quota and handily beating it.”
Perhaps you’re reading this and nodding in agreement yet wondering where on earth you and your team will find the time to create newsletter content in between juggling your day to day work. Maybe you’ve tried sending newsletters in the past but haven’t seen enough return on investment.
Don’t despair. Creating compelling newsletter content that delivers tangible benefits to your business isn’t quite the mysterious art you might have decided it is.
With these top tips you’ll see it’s more like a science, actually…
1. Choose your newsletter content wisely
You spend every working day immersed in your industry. Use the queries that come your way and the conversations you have to help form a unique bank of ideas that you can mine for e-newsletter topics. Not only will your content be fresh and original, you’ll know it’s highly relevant to your audience needs (because it’s rooted in the questions they’re asking you in the first place).
- Curating content in this way will save you time coming up with ideas in a hurry around the time the e-newsletter is due
- Real-life inspired content is more engaging so far more likely to result in a higher e-newsletter open rate
- Recipients will share useful content with friends, family and colleagues via email or social media, referring your company to an even wider audience
2. Ensure your newsletter frequency is consistent
Momentum is vital when it comes to effective e-newsletters. After all, a large part of the reason you’re sending them is to keep in touch with your clients, so don’t get into the habit of only sending them once in a blue moon. If time is short, your creative juices have run dry, or you lack copywriting and design skills in-house, consider outsourcing your newsletter to a marketing agency such as Brevity Marketing.
- Sending regular newsletters (monthly intervals are typical) means recipients are more likely to remember and contact you the next time they have a need for your products and services
- The steady stream of content you’re creating can be multi-purposed for use as blogs, downloadable fact sheets and guides, all of which will help to attract and retain business
- E-newsletters can be designed to drive more traffic to your website every month, helping improve your Google search ranking too
Don’t forget to mobile optimize your newsletter and the pages you’re linking to! Emails that display incorrectly on mobile may be deleted within three seconds, according to Campaign Monitor.
3. Never make your email subject line an afterthought
So, you’ve come up with an appropriately-timed schedule of fascinating e-newsletter content based on your audience’s needs. But wait, have you thought about your email subject line? Always remember to focus very carefully on this to improve the success of your e-newsletter.
- Including simple but powerful language, bold statements, unusual questions and/or surprising statistics in your subject line encourages open rates
- Highly relevant subject lines reduce the number of unsubscribes and preserve the quality mailing list data you’ve spent valuable time building up
- More people opening your email creates wider opportunities to show off your expertise and engage a loyal customer base
Regular newsletters are the ideal way to build a lasting relationship with your audience. When done effectively and combined with other regular marketing activities, they can help your business go somewhere new, especially if your content is original, engaging and shareable.
Are you feeling inspired to improve your newsletter? Brevity is a marketing agency in Hampshire, founded by Kaia Vincent, who is also a Fellow of the Chartered Institute of Marketing. Our talented team of marketing specialists can write and create engaging newsletters that will help you grow and retain business.
Looking to implement a newsletter and need some direction? Chat to us on 01256 536000 or email firstname.lastname@example.org with your requirements.