An effective newsletter allows you to communicate, interact and develop strong relationships with customers.
It is an ideal method of sharing:
- Company news;
- Exclusive promotions;
- The behind-the-scenes of your business.
However, writing a few sentences won’t be enough to make your newsletter have a real impact. Without enough content, you risk customers leaving your newsletters unopened or even unsubscribing from your mailing list.
Here are 11 tips to put in place to ensure customer loyalty and keep your readers interested!
CREATE INTERESTING AND RELEVANT CONTENT
Take the time to think about who your readers/clients are. What do they want? What might they be looking for in your newsletter? If the roles were reversed, what would you want?
Don’t hesitate to research the desires and behaviours of your average customer to paint as clear and accurate a picture as possible.
In other words, it is recommended to develop a marketing strategy before you start.
Your business goals must also be taken into account. Do you want to increase sales for a particular product? Increase the readership of your blog? Generate publicity and build your pool of potential clients?
The targets you want to hit will be used to refine your email marketing strategy.
DO NOT UNDERESTIMATE THE IMPACT OF A WELCOME MESSAGE
As soon as a reader subscribes to your newsletter, they should receive a welcome email from you, reminding them of the reasons why they subscribed and asking them to invite friends/contacts and follow you on social media. It is also important to quickly explain what kind of content they will find in the newsletter and write attention-grabbing messages.
CHOOSE THE NAME THAT WILL APPEAR IN THE INBOX
In order to put forward a more professional image, make sure your first name or company name is displayed in the reader’s inbox.
Moreover, there is less of a risk that the message will be perceived as spam if the people receiving it recognize the sender and the message is addressed to them. Remember that they probably receive dozens of newsletters each week and probably do not have time to read everything.
PERSONALIZE YOUR NEWSLETTER
Each client has specific goals and is looking for different information, especially if you are a multi-service business.
To avoid disinterest due to an overabundance of irrelevant information, you need to categorize your mailing list.
This way, the reader will only receive the relevant newsletter that relates to the subject they had chosen beforehand.
That said, this should not prevent you from slipping in information about an additional service every once in a while!
CHOOSE THE RIGHT NEWSLETTER LENGTH
Newsletters can sometimes be too short or much too long. Writing a long newsletter is counterproductive if the reader doesn’t make it to the end! Find a middle ground that works.
For complete certainty, ask your readers for their opinion.
DEVELOP A NEWSLETTER MAILING SCHEDULE
Once you decide whether your newsletter will be weekly or monthly, stick to the deadline, as it will create a feeling of anticipation among your readers. Readers will be disappointed if they don’t find a daily newsletter in their inbox every day.
Indicate the send dates and subjects on a paper calendar, an Excel spreadsheet or an agenda to avoid delays.
SET THE TONE
If possible, remain authentic. People enjoy feeling like they are interacting with a human being, not with a dehumanized business.
To achieve this, you can play with tone and humor and add anecdotes.
Here again, you need to understand your clients to avoid pushing any boundaries or having overly familiar or ceremonial discourse.
The language used will differ according to the age, education, occupation and location of your readership.
CREATE A NEWSLETTER WITH CATCHY HEADLINES
As with any web marketing strategy, if the title doesn’t grab your attention, Internet users won’t be tempted to open the email.
The titles must pique curiosity and create the impression that if users skip your email, they will miss something interesting.
Put yourself in the reader’s shoes: everyone is competing for their attention. Every store and online shop requests their email address to send them information and exclusive offers.
What makes you stand apart from this crowd? What more do you offer? What better? Be sure to reaffirm these characteristics so readers don’t forget why they signed up to your mailing list and don’t lose interest.
USE ACTION VERBS IN YOUR NEWSLETTER
A good marketing trick is to use action verbs use of action verbs and imperative verbs.
These verbs are engaging and encourage action. Moreover, they will generally energize your text.
CREATE A NICE DESIGN
Newsletters convey the image of your company. They should make users want to browse your site and interact with your content.
Additionally, it is recommended to choose a design similar to that of your web pages. It should be in line with the image you want to project. In other words, to your brand image.
Moreover, your content should be clear and well presented.
MAKE THE NECESSARY CHANGES
It is important to pay attention to customer responses and reactions to your messages.
Adjust your newsletter based on comments or behaviors.
Ask yourself questions such as:
- What subject was the most popular?
- On the contrary, which one has been ignored by most subscribers?
- Which newsletter attracted the most customers to your site?
- What caused a wave of unsubscribing, if at all? Or subscriptions?
After finding your answers, adapt your strategy, schedule or content.
A newsletter is a useful tool to remind your customers that you exist and get them interested in staying informed of your activities and following your news and your growth.
Your newsletter should go in the same direction as your content marketing strategy. Moreover, it must be attractively presented to be effective!
When done properly, email marketing can develop a sense of loyalty to a brand.
If you want to set up a newsletter, contact us!