Setting Your E-newsletter Up for Success
When you think about your digital marketing mix, programmatic or social media channels might come to mind. But have you considered an e-newsletter? E-newsletters have proven to be a valuable form of communication with consumers, members, and prospective clients. Although they have been around for what seems like forever, they have experienced a renaissance in recent years. Consider the following if you’re looking to successfully add e-newsletters to your marketing strategy.
The benefits of e-newsletters
We check our email as soon as we wake up, have it open at work all day, and use it to stay in-the-know with our favorite brands. Therefore, it should come as no surprise that e-newsletters provide up to 4,400% of a return on investment. If you consider the impact those distributions have had on your consumer behavior, then you’ll see how impactful they can be.
e-Newsletters can help nurture relationships with new or existing clients, and keep your business at the front of their minds. If they aren’t hearing from you on a regular basis, how are you keeping them up-to-date on your organization’s offers and activities? This is especially the case when considering the potential levels of new business that can had by someone who’s on your subscriber list, but doesn’t know where to begin.
What sort of content should you include?
What is the ultimate goal of your e-newsletter? While promoting your organization may seem apparent, showcasing how your products and/or services will benefit your subscribers will go a long way. You may seek to include any company news, updates, blog posts, special offers, or promote educational tools. Updates on where your company stands in the current pandemic are especially timely.
You might find that there are several things to include in your news brief. Consider the following when constructing your e-newsletter:
- Select a clean layout that doesn’t employ a variety of fonts, formats, and photographs. You don’t want your publication to look messy or unreadable.
- Don’t mislead subscribers with subject lines or clickbait headlines. Be upfront, and to the point.
- Keep it brief: Endless walls of text aren’t appealing. If you’re sharing a blog post, include its title and a short preview with a link back to your website.
- Ensure that all links are functional before pressing “send.”
- Use a responsive design that will look great across a variety of devices – smartphones, tablets, and desktop computers. This is commonly referred to as “mobile-friendly.”
When is the best time to send an e-newsletter?
There have been countless studies completed on this matter, and the findings will vary. However, the consensus is that the middle of the week has been proven to show higher levels of success. Consider your audience, where they might be located throughout the day/week, and ultimately, what is most feasible for your team. If your busiest work day is a Tuesday, then you may not want to have a Wednesday publication day weighing on you, too. Additionally, depending on the needs and urgency of your organization’s information, you may wish to send an e-newsletter on a weekly, biweekly, monthly, or quarterly basis.
(Looking for the best day of the week to send your newsletter, based on your industry? Check out MultiView’s B2B Email Benchmark Report here. We’ve analyzed a half a billion B2B emails to get you the answer you’re looking for!)
Once you’ve pressed send on your first issue, you’re likely looking forward to the next. But don’t forget about monitoring readership statistics over the course of your e-newsletter’s life. Open rates, click-throughs, and unsubscribe rates are all important statistics that will help shape future publications. You may find that the first few issues will serve as a test to see what will whet reader’s appetites. Eventually, your publication will find its footing. Don’t be afraid to experiment with new elements and features over time.
And remember, distributing an e-newsletter should not replace your other marketing efforts. You might just find that promoting your e-newsletter on your website and various social channels will bring in new subscribers and new business!
For more information on how to turn your business into an industry publisher, download MultiView’s ebook “Be the Greatest: A Simple Approach to Making Your Company an Industry-Leading Publisher.” And if you need help getting your e-newsletter off the ground, reach out to our content marketing experts at (972) 402-7070, or email email@example.com.