Why a newsletter?
Newsletters are a popular form of email marketing. They keep customers up to date every so often on everything that is happening inside your company. Think of new services, a new face on the team or other relevant news.
According to the Content Marketing Institute (2020), 87% of B2B marketers in North America use email as a distribution channel for their content. For B2C marketers that figure is 79%.
A newsletter has several benefits. It gives your brand important branding, it makes your goals measurable and it lets you share quality content. With your newsletter you reach certain goals, such as growing your network or even extra income by including subscriptions or ads in your newsletter. Here is a rundown of what to watch out for when you put your email together:
Do’s for writing your newsletter:
- Choose a catchy subject line The subject line is the first thing readers see as soon as your email lands in their inbox. Reading the subject line is what makes someone decide whether or not to click on the email. So write a subject line that is relevant, but also short and interesting. One example is asking a question so the reader is tempted to read on.
- Make the newsletter personal Of course you can mention interesting facts and figures in your newsletter, but make sure there is a personal touch too. Customers want to know what is going on inside the company, and figures do not always say much about that. A small item such as an employee’s birthday or a customer gift makes the newsletter more personal.
- Keep it short and to the point Customers are usually busy enough as it is, so they do not have time to read a thousand word newsletter. Not to mention the short attention span we all have these days. Keep your newsletter short and to the point and link through to your website for more information, where the full article lives. Think of about three to four columns or sections to fill your newsletter well.
- Use images
It is true that images are not always good for loading time. Even so, it is worth using them in your newsletter. Images draw attention and add atmosphere, especially when they are personal images. Photos stand out precisely because of all that text around them. But do not overdo it. The images do have to stay relevant, of course. For instance, you can add an image next to a short text about an article.
- Create interaction
Make sure you are not only broadcasting, but also creating interaction. For example, ask your readers a question and answer it in the next newsletter. That way readers really feel involved with your company.
- Add calls to action The goal of your newsletter is to move readers to act: that is what you need calls to action for. Use clear and creative CTAs to encourage readers to click through. Make sure readers know what to expect when they click a button. The trick is not to overdo your calls to action. Limit the number of buttons, otherwise your readers will get lost in the CTAs in your newsletter. Use just one, for example, to move readers toward a specific action so they do not have to think about which button to click.
- Make sure the newsletter works on every device Far from everyone opens their email only on a desktop. Customers may also click your newsletter on a phone or tablet. And if the text and images then jump around and are no longer readable, they leave quickly. So when you write your newsletter, make sure your email works on every device, in other words: make sure it has a responsive design. With large buttons, for example, that people can easily tap on their smartphone.
Our first newsletter is out
This month we also sent a brand new newsletter out the (digital) front door. In it you can read the recent developments inside our internet agency: the latest blog, cool new projects and other relevant news. In short, you get our most important news from the month of May.
