If you’re looking into how to raise awareness of your brand and engage with customers, you’ll probably have heard of email and newsletter marketing before. But, you might say, email isn’t all that important nowadays: I only use it for stuff like managing online accounts, or contacting that one family member who doesn’t use social media. But newsletters and email marketing campaigns can be a powerful tool in the hands of a great marketing team.
You can get people to see the human side of your business with some stories about office antics, deliver useful information on upcomings services and products, or promote services. But how do you get the attention of email users? How do you find topics worth writing about? What kind of product should you recommend to your wide base of receivers? This is what we’re going to discuss.
How do you make email and newsletter marketing easy?
Ask for Permission First
One of the reasons that email marketing gets to get bad press is because recipients rarely get a choice in whether they receive them. Sometimes it’s because they just signed up to the site, or they just bought something from them, but it’s irritating either way when their inbox gets clogged with newsletters. Always allow your users to opt out of emails when they sign up, perform a transaction or some other activity, since it helps build trust with your users.
Segment Your Audience
Unless your site focus on an extremely niche service or product, your user base is going to have diverse interests, and different expectations for what they want from your email and newsletter marketing. Segmentation can be implemented with a few tick boxes: do they only want product updates and recommendations, or are they interested in the brand and want to learn more? Make sure that alongside the opt-out option, you’ve got a few tick boxes to help segment your audience.
Stick to a Schedule
Like social media marketing, people will expect to see your content at some point in the day, if you’re following a schedule. Certain times of day are better for grabbing attention than others: lunch breaks or the early evening can be a good time to schedule them. If your audience lives around the world, try to schedule your content with time zones in mind.
Make Quality Content
Don’t resort to rushing your content to meet a tight deadline: you’re only going to burn out your marketing team and disappoint your customers. If they don’t have enough material to make a weekly newsletter, it might be best to extend it to a biweekly or monthly newsletter. Your audience will notice the typos, rambling sentences and general ‘first draft-ness’ of your content.
Email and newsletter marketing might seem like a chore when you have to do it by yourself. If you’re struggling to make content for them or just want an experienced marketing team to handle it, have a look at our digital marketing services, which includes email and newsletter campaigns.