Articles
“Human design reveals your inherent gifts and talents to boost your performance”
30 de November de 2023
Newsletters that Add Value to Your Business
It’s funny how we can now look back and think that, twenty or thirty years ago, our main communication channel was the newspaper. It’s important, every now and then, to take a close look on the changes that take place in order to fully appreciate their evolution and the transformations they brought to our daily lives. Today, digital newsletters take on a similar role, letting companies inform their customers and allowing clients to find what they were looking for or discover something new.
A more precise definition would be that newsletters are emails that brands or companies send to their subscribers through a marketing emailing tool. In recent years, it has also become one of the best ways to train, sell and build loyalty in the current digital world.
Success in 5 Steps
- Establish Your Goals – First things first. What’s the goal of your newsletter? Increasing sales? Generating more traffic? Attracting more subscribers? Having a clear goal will give you better results later.
- Design a Truly Attractive Lead Magnet – The Lead Magnet is where the visitor will give you their information and subscribe. The best options, in this case, are always client personalisation and not the overused discount voucher. Think of a formula that will create value.
- Design the Web Pages and Newsletter – This step should be all about usability and responsive design. Think of an attractive interface, quick and easy, that invites people to keep on reading. Don’t overlook key elements like typography, images, the subject of the email or the newsletter’s own storytelling. All of this must be in line with the tone and style of your business.
- Establish the Mailing Schedule – Far from being an isolated thing, out of context, this step must be done weekly, biweekly or monthly. Find the right formula for your business.
- Analyse the Stats – The last step is maybe the most useful one. The goal is to check whether your newsletter is working and achieving what you set it out to achieve. Analyse the open rate, clicks and devices from which your newsletter is being opened.
Sending My Newsletter and Doing It Right
It may seem a long and expensive process at first sight, but there are tools that offer a free version that will help you get you started with your newsletter. They come with templates, a set of free emails, metrics, etc. These are some of those tools:
- Acumbamail
- Mailchimp
- Get Response
- Doppler
Any of these options would be great if you’re creating a newsletter from scratch. You can later go for the full version, for which you have to pay, but that offers many more tools. At the beginning, it’s important that you take into account the following:
- Apply segmentation. Design content with an audience in mind and taking into account the moment in which you plan to do it.
- Avoid constant calls for action, because it will lower your CTOR (click to open rate), which tells you which percentage of users are clicking on your email.
- If you don’t want to chase away your subscribers, don’t present your newsletter as something you want to sell to them..
- Make it easy for them to unsubscribe. There are subscribers that, at one point, will cease to be interested in your content, and they will surely appreciate a company’s professionality and good conduct in letting them easily unsubscribe.
If you make it this far and you’ve implemented our advice to design a newsletter that truly adds value to your business, then it’s time: Press “Send” and analyse your prominence.
