One of the keys to excellent content marketing is finding a wide variety of ways to promote your content. Unlike the good ole days when people were basically captive to television, radio or print, today’s consumers are accessing content on a wide variety of channels. If you are not creating an email newsletter, you may be missing out on an opportunity to engage with your audience in a positive way.
89% of marketers say they look to email for their primary source of new leads. A regular email newsletter can help you amplify the effective of your content marketing. Here are some tips for developing a high-quality email marketing with newsletters.
Keep Your Focus
Email newsletters can be very scattered. It is easy to lose focus on your key objectives, just throw together all kinds of content and hit send. It is a better practice to look at your content marketing goals and see how a newsletter might help you.
If you want to focus on new leads, then you have to make sure that your audience can share the content with their connections. If you want to focus on more sales, then make sure your content provides the appropriate incentives to motivate sales. The key is to know why you are using an email newsletter and stay focused on these goals.
Target a Specific Audience
People respond to emails better when they seem personalized. So you want to make sure that your newsletter targets a specific segment of your audience. This may means that you need multiple newsletters if you have a diverse audience or it may mean that you can target each issue at a specific segment of your audience.
For example, if you run a pet business, you might create a newsletter for cat owners and a different newsletter for dog owners. Or if you run natural foods store, you might have one newsletter focused on natural methods of cancer prevention and the next issue focused on losing weight.
If you target one niche of your audience, then a certain group of people are going to feel like you are speaking directly to them and their challenges. This will create a higher level of engagement with that group. If you have a clear editorial calendar then you can make sure that you create focus content that targets all the different segments of your audience.
Keep It Simple
Don’t overwhelm your readers with too many images or too much copy. Choose a simple design that represents your brand and stay consistent. The goal of your newsletter is to direct people to your content so that they can click through to landing pages, blog posts and social media. So keep it simple and focused on your key objectives.
Engage, Engage, Engage
Everything about your email newsletter needs to be engaging.
- Having a creative headline for each newsletter is very important. You just don’t want to call it “Suzy’s Newsletter, Volume 30.” Each edition of your newsletter should have a unique and catchy headline. The same goes for the preview text. This text could mean the difference between the trash folder and getting read.
- Email newsletters usually have a number of different calls-to-action. This is fine, but you want to make one particular call-to-action prominent and center your newsletter around that.
- Use your calls-to-action wisely. Not every CTA needs to be about making a purchase. You might invite people to share something with their friends or just re-direct them to informative content.
- Keep your content brief and engaging. Don’t write long blocks of text because your readers will not find these engaging.
The general principle in content marketing is not to explicitly promote yourself, your products and your services all the time. The goal is to offer value to your audience and build trust so that when the times come to make a purchase, your audience trusts you enough to buy from you. So make sure that you keep your newsletter 90% informative and educational and 10% promotional. By doing this, you establish yourself as a trusted expert with your audience so they will be more inclined to respond to your promotions.
An email newsletter can be a great way to enhance your engagement with your audience. By producing valuable content that is attractive your audience, you can add a new tool to your content marketing arsenal.