Things move fast in the world of business, and it can sometimes be hard for consumers to keep up.
A newsletter is an excellent way of keeping your customers up to date on the latest developments in your business, while also reinforcing their relationship with you.
Here’s what you need to know in order to compose a perfect newsletter every single time.
We all know what it's like to be bombarded with emails from every direction. Even if these are email newsletters that we have signed up for, no one wants to be inundated with rubbish. You would be amazed at how many businesses are deliberately sending out marketing emails that are almost indistinguishable from spam messages. If your newsletter is nothing but a series of adverts, your subscribers are very quickly going to lose interest. Even the most enthusiastic supporter of your business has its limits.
If your TV only shows you adverts, even if they were adverts for things that you liked, you would soon lose interest in watching it. The exact same logic applies to your newsletter. If all it's doing is promoting your business, but offering nothing to the reader, there is no incentive for them to keep reading. After a few emails of this nature, they will inevitably unsubscribe or send all your future emails to spam.
That's not to say that your newsletter should contain no marketing at all, on the contrary, that is one of the primary purposes of a newsletter. However, these marketing techniques need to be combined with useful content that provides value to your reader. Whether that value comes from tips and advice, industry news, or anything else that you can think of, it doesn't matter. What matters is that there is something in each of your newsletters for your reader as well as yourself.
Before you create a newsletter, make sure that you know exactly what its purpose is and why a reader would be interested in it.
With so many emails clogging up most people's inboxes, you have your work cut out for you getting noticed. You need to find a way of grabbing the reader's attention as soon as possible and not letting them go. Don't make the mistake of giving your email a subject line like, "IMPORTANT! READ NOW!" As soon as the reader realises that the email is just a regular newsletter, all you will have succeeded in doing is annoying them.
With that said, you do want a subject line that is going to make a reader want to open your newsletter to find out more. When you are planning your newsletter initially, try to think of what you are going to use to draw the readers in, and how you are going to maintain their interest once they have opened it.
If you aren't able to convince your readers to open your newsletter and read it when they first notice it, it is unlikely that they are going to come back to it later, even if they think to themselves, "I will read that later."
If you want your newsletter to be effective, and you want your readers to keep reading it, you need to establish trust with them. As we mentioned above, using misleading headlines as a way of tricking your audience into opening your newsletter is not an effective long-term tactic. In fact, this is exactly the kind of thing that hurts trust between you and your audience and makes it much harder to get through to them subsequently.
It is vital that you are consistent in the way that you communicate with your audience so that they know what to expect when they receive your newsletter and trust in you to deliver it. That isn't to say that you shouldn't look to mix things up now and then - if your newsletters become stale and uninteresting, then no amount of trust is going to convince your audience to keep reading. However, you should avoid suddenly pivoting to a completely different way of doing things without warning or good justification.
Remember that you are writing your newsletter for your audience, not for yourself. The better you know your audience, the easier it is to write a newsletter that is tailored to them. If you aren't entirely sure who is reading your newsletter or what your main demographics are, this is something that you need to find out as soon as possible.
Everything in business, but marketing, in particular, is significantly easier when you have a good understanding of exactly who your audience is. If you are writing newsletters for one audience, but then unknowingly sending them to an entirely different demographic, you are going to wonder why they aren't working as intended.
Once you have the art of writing a newsletter down, you will find that they are one of the best tools at your disposal for promoting your business and keeping customers informed. However, in order to reap the benefits of a newsletter, you need to know who you are writing for and why.