Newsletters are one of the oldest digital solutions for marketing, and are still widely used to promote campaigns today, as is email marketing.
With the speed of digital transformation and the emergence of inbound marketing, it is striking that this strategy dating back to the 1970s is still appreciated by marketing specialists.
Here are five reasons why newsletters are still relevant:
- Efficiency . Newsletters are fast and cheap compared to some digital solutions like advertising. They are also easier to manage.
- Scope . A single newsletter can reach a large number of customers.
- Real time . Newsletters arrive instantly. So you can get results quickly.
- Insights . The campaign management tools allow you to follow the user behaviour as each newsletter is opened.
- Personal . Some digital solutions will always remain important for marketing because they enable personalisation of content as per the individual reader. Newsletters are one of those solutions.
Newsletters have evolved over the decade. Today, newsletters are used as digital campaign tools in order to convert prospects. A diversified newsletter offer would help companies reach a wider audience and convert more leads. Given the value of converting leads, it’s important to understand how the email experience has influenced today’s consumer expectations of newsletters.
4 tips to improve your business newsletters.
Here are four ways to improve your customer’s email marketing experience.
Make the subscription fast and easy.
The customer experience starts from the beginning (the first point of contact) of the relationship with your business. Make sure the subscription process is fast. Your registration form should be extremely easy to find on your website and as short as possible. You can even break it down into steps if you have more than one newsletter, or require your user to fill out a detailed information form to access the newsletter.
Think about your subject.
Capture the attention of your reader with the first 40 characters of your subject line. Choose your words wisely and do not waste space. Your subject line should be short, summarizing the content of the message – and preferably without symbols or special characters.
Create relevant and personalized content.
Examine the interests of your customers using the data you already have. Your information does not need to be highly targeted; it may be specific to the time of year or a particular upcoming event. You will increase commitment and start developing loyalty. Above all, be authentic!
Perfect on mobile.
Visual layouts are of utmost importance.
Mobile is the priority. Most people use their smartphones to read their emails today, which has a huge impact on the design principles. Modern newsletters must be perfect on small screens otherwise they risk losing the attention of their readers.
Single-column design using high-quality full-screen images and minimal text is a popular trend in visual communication. Use a “Learn More” button to save space. Anyone interested in the subject will follow the URL and read the full article online. However, keep in mind that despite the overall speed of the Internet that has grown dramatically in recent years, there are still some bandwidth limitations for mobile data. It will therefore be necessary to pay attention to the performance of online content.
Conclusion.
As you can see, newsletters are a powerful and essential tool for converting leads, if used correctly.
Be attentive, create a quality experience for your target audience and remember that the newsletter is a point of contact with your audience and is a medium that represents your brand.
Make sure your newsletters play in your brand’s camp not against it.
