Newsletters don’t get the recognition they deserve in the world of online marketing, which is why they’re so interesting to us. Few brands utilize email to its full potential but the ones who do find it indispensable. You can be one of those brands. All you have to do is keep reading. Or give us your email address and we can send it to you later.
Let’s start with this: your email list should be treated as a way to reward subscribers, and your audience should feel excited being on the list.
What Type Of Email Is Right For You?
Why do you hate spam? Because your email inbox is your property, and you want it reserved for things you want. It’s a medium of consent, especially in Canada, where email consent is a legal right. Rather than seeing consent as an obstacle, it should instead be seen as the feature of the medium. You’re talking to people who have said “yes, I would like to hear more from you.” It’s important for brands not to squander this trust. Even if your newsletter list is a fraction of your overall consumer base, it’s comprised of dedicated and loyal brand community residents.
So you’ve got someone to trust you and they want to hear more from you. We’re proud of you. Now what do you send to them? Here are 3 categories we’ve found to be the most popular:
Some brands will opt for the “content roundup” email, which is a recap of things a brand produced that week or month. This could be blogs, videos, event summaries; essentially you’re using it as a different medium to reach people who may not be following you on social media or checking your website. But you could also use this to provide new content. This way, you’re providing your subscribers to something the rest of your audience doesn’t get. The engaged folks appreciate this “insider’s edge” because it builds trust in their brand relationship.
Providing new content as a reward is a great idea, but this strategy can be taken even further: offer the recipient actual rewards. How about using your email to provide deals, restricted information, early access, or anything with deeper value to the reader? Just how far can we customize the offer to make the recipient actually excited to hear from you? What you provide would depend on what your brand does, but I bet you can think of at least a couple of things. Here’s an example: if you’re a restaurant, make sure to track date of birth on all sign-ups so you can send a “happy birthday” email along with a special birthday discount the day-of. Another example: offer your subscribers special early-access to a piece of content you are producing and request their input to improve it, even going so far as to offer a prize for the most thoughtful criticism.
You not only make them feel unique, but you deepen the investment into the brand.
Email: The Pathway for Deeper Engagement
The key takeaway here is: personalization. Make the reader feel special and you will succeed. The best way to get someone excited on a personal level is to offer them something unique with some sort of value. A popular example in the world of online content is an invitation to a restricted webinar, especially one unavailable for download after (or one downloadable at a cost.)
There’s some easy tips everyone can implement today. Write the email like a real person would; a subject line should not be a sales pitch, and this is particularly hard for many brands to fully comprehend. It truly requires you know your brand and understand how it is perceived, and once you accomplish this you can find your brand voice and then you can start talking to people in a way they enjoy. For now, just remember to keep subject lines short and to the point.
Lastly, don’t try to be sneaky in your subject line. There are people out there who bait people to open with “URGENT NEWS” or “God called and you’re fired.” You just end up angering your audience that way. You’ll see a spike in people opening the email but then a spike in unsubscribes as well. Don’t simply look for open rates, you want to encourage actual engagement.
You don’t have to write the email pitchy to be effective. You want to make your email personal, you want to make your email to have a goal attached to it, and you want your email to be desired. By the way, click here to sign up for our newsletter,