Crafting the Ideal Brand Newsletter
Why It Matters
Does your brand send a monthly newsletter? If not, you may be missing out on some serious interaction with your most engaged audience. Here’s why your brand should add one to your marketing effort:
– Your most loyal audience members want to hear from you
– PSST! You can also reward your readers for being a part of your inner circle
– You can demonstrate authority in your industry regularly
– You’ll increase traffic to your website and social media pages
– You’ll build up a subscriber list for special offers and other email marketing campaigns
– It’ll help you drive sales, leads, donors … or whatever metric you want to measure!
Intrigued yet? Let’s talk about how to craft the ideal brand newsletter.
Where to Start
First things first—what’s the goal of your newsletter? Whether it’s to stay top of mind for whenever clients and prospects need your products or services or to engage them in immediate action, a newsletter (done right) can help.
Step one is always to set your intention and game plan.
Then, determine how often it makes sense to send. This is an important aspect of any news missive and depends on your industry. If you own a retail store or restaurant, consider emailing your audience when you have something important to say—like a discount code or special offer.
Does this mean you should send out an email every single day? Definitely not. Customers hate nothing more than spam, and eventually, you’ll find yourself with many unsubscribes.
One monthly email is sufficient in our case, and it should be for most B2B organizations.
No matter your business type, there’s a sweet spot when it comes to newsletter frequency. Email too often and your audience will grow tired and irritated, don’t email enough and you’ll quickly be forgotten.
Tips and Tricks
When crafting your newsletter, there are some simple rules of thumb to follow to maximize success and engagement.
1. Keep it brief. There’s nothing worse than opening up a newsletter that interests you only to find that it’s a 10-minute read. No one has that kind of time. (Pro-Tip: We recently read “Smart Brevity” in our company book club—it’s changed the way we craft our newsletters!)
2. Keep your newsletter strictly to sharing information that educates, interests, and enlightens. Newsletters with a reputation for sharing helpful, useful information always perform better.
3. Create a “gated” lead magnet. This requires you to create a document or resource of value to your audience. In return for accessing this valuable content, the audience member gives you their email addresses to add to your database.
Put it All Together
Like any solid digital marketing effort, your newsletter will take strategy, intention, thoughtfulness, and time. But in our experience – both with our own newsletter and those we craft for clients – it’s well worth it.
If you’re interested in developing a newsletter for your business but aren’t sure you have the time and/or energy for the undertaking, let us take it on for you. Contact us today!
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