How to Write an Engaging Newsletter (Your Clients Will Love)
In general, newsletters and email marketing have a vast spectrum of functions. For instance, they can advertise new features that your service has integrated, announce new products, and provide your customers with valuable information. However, another goal can be slightly harder to quantify—increasing customer loyalty.
Every brand needs to work very hard to obtain a loyal group of customers. However, this lengthy process yields impressive results, despite the significant time investment required. Brand loyalty is among the factors that define how successful a business actually is. In this article, you’ll find the basics of brand loyalty, including ways to achieve it by using a newsletter.
Newsletters are very good ways to create more loyalty on a small budget. Although most experts consider email marketing to be obsolete, newsletters can still wow companies if they have especially excellent performances. In fact, they’re almost 30 times more efficient than banner ads, and they can gather six times more responses than a direct mail campaign.
Facebook and Google are making it harder and harder for other brands to reach their audiences through:
- Extreme crowding
- Constantly changing algorithms
- Unpredictable engagement and ROI
Plus, newsletters don’t really have any associated costs, unlike most marketing strategies. Furthermore, an email usually carries a large amount of information. So you can have long-form, meaningful conversations with your client base, and you’ll be able to provide them with loads of valuable information, in order to increase brand loyalty.
There’s a good reason why the best way to go is providing your prospects and existing customers with valuable information. Your primary goal is to supply them with relevant news that will help them make more informed purchases. Rather than having your client base look elsewhere for answers, use email marketing to help prospects navigate the sales process by supplying them with information and hyperlinks that will drive visitors to their sites.
This process can be divided into three major steps, which can be further divided into substeps.
1. Heavily Curate Your Newsletter
This element is essential for creating a long-term relationship between you and your audience. The better the quality of your content, the more clicks you’ll get.
Make Regular Updates
It’s essential that you keep your customers informed about the latest improvements you’ve made. Besides the obvious reason—informing your client base about your innovations—these emails function as reports about what they’ve helped you accomplish.
In other words, by using your service or buying your products, your customers have fueled an improvement. However, the important thing is that you make sure the information you’re relaying has some actual value to your readers, or you’re going to wind up irritating them.
Learn how to do it from Spotify:
Be a Giver
One of the best things you can do to strengthen brand loyalty is offer a small gift once in a while. Customers love gifts because they want occasional gestures of appreciation, not because they’re selfish or self-serving. Remember, these gifts don’t need to be costly, just useful. Check out Crisp’s way of being a giver.
It’s also a good idea to provide exclusive discounts and email-only offers, which substantiate how important people are to you. One example is providing your subscribers with early access to new features or products that will become available in a week or two. These kinds of gestures make customers feel unique and exclusive, so they’ll deeply connect with the brand.
One of your best resources for boosting brand loyalty is ensuring that you have a decent budget for content creation. By exposing your readers to content that provides them with actual value and speaks about important news in your niche, you’ll be able to create a good brand image.
Businesses that regularly put out high-quality articles or videos are generally seen as experts in their fields. Your readers will appreciate getting useful information delivered directly into their inboxes, as opposed to the spam they receive on a regular basis.
An excellent way to start personalizing your newsletters is segmenting your listing. Break the list into categories, based on factors like age and purchase history, then match each newsletter to every group. It’s possible to show customers products, information, and opinion pieces about the purchases they’re considering, which is a really great way to boost engagement.
In terms of details about what to include, a great rule of thumb is that newsletters aren’t the right medium for selling. Instead, you should try stimulating engagement. A customer’s dream is an easily digestible newsletter that updates them about current events and trends in their niche, so don’t spoil it with too many sales pitches.
Include Customers in Your Content
Try incorporating your existing clients into your reviews, case studies, and other written materials that you’ll be sending out via your newsletter. Your clients will acquire publicity while you’re showcasing the effectiveness and reliability of your products to your potential customers.
After you’ve published articles, ask your clients to discuss them with their communities. Then you’ll definitely see an influx on new subscribers.
It’s essential to note that the efficiency of this approach will mostly depend on how well you integrate it into your campaigns and cater them to your audience. Take some time to test out each and every one of them, consider how each one will gel with your other marketing and advertising approaches, and type out the strategies you believe are best. If you’re uncertain, just send them out, and you’ll find out what happens. In other words, your outcome will indicate if your favorite strategy was a triumph.
2. Shift Your Focus to Deliverability
Here’s one essential problem you may encounter with your audience engagement: the quality of your subscriber base. First off, you need to stay away from third-party lists. We’ve all contemplated the idea of purchasing a list of recipients, but at the end of the day, this practice will only damage your stats.
Improve the Quality of Your List
It is also essential that you enhance the quality of your existing mailing list. Here are two ways to tackle this issue:
Secondly, make sure you create honeypots on your landing page, which will stop bots from flooding your contact and signup pages. Along those same lines, you need to build a double opt-in mechanism that will both protect you from bots and guarantee a more refined mailing list. By sieving out bots and uncertain users, you’ll be able to achieve higher delivery percentages and higher opening rates.
Keep Your List Fresh
Make sure that you inform inactive users that their subscription will be canceled if they haven’t opened any of your emails in two or three months. This tactic will ensure that there aren’t any abandoned and disinterested email addresses in your list, which will increase your deliverability.
Don’t hesitate to entirely remove all of your unengaged subscribers. An underperforming mailing list signals email agents like Gmail and Yahoo that your service IP is somewhat dubious, since only 10% of your recipients are opening your newsletters.
Stimulate Active Users
You can show users they matter by re-engaging them. Narrow down which users have opened your newsletter once or twice in the last two or three months, and send them a personal message. If necessary, migrate your subscribers to a new sending domain and IP address.
3. Diversify Your Content
Although your business needs a specific element of stability to create a brand voice, make sure you diversify your content enough to keep your audience energized. If you just send them occasional product reviews, it might decrease the interest in both your newsletter and your service.
Don’t forget to introduce a certain element of differentiation into your newsletter and provide your users with captivating, valuable content.
Furthermore, a diverse newsletter can be sent more frequently than a bland one. Then you can engage a larger audience and stimulate brand loyalty. A lot of diverse, relevant content will allow you to provide loads of value to your audience, which is one of the essential steps towards building a loyal audience.
The Impact of Diversity
A consistent and rich content campaign will let you build a solid brand story. It’s a mental representation of the brand as a base of knowledge about a large community, which will create loyalty among the members of that community.
You might even invite them to leave some meaningful feedback about the new features or products you’re about to launch. Then you can understand their needs better, and create a strong customer-to-business relationship.
A diverse newsletter will ensure that your content will be shared, especially with people that are in your interest group.
Yes, they aren’t really the first things you think of when you think of content, but today, many high-authority sites and publications invest lots of time and money into awesome infographics, and their audiences are very keen on them.
This format is suitable for any niche and industry, and it is very republishable content. So consider including infographics in your content plan.
YouTube is home to a third of internet users, so don’t hesitate to use this service to promote your product. A user base this large will undoubtedly have strong competition, but once you’re dedicated to generating high-quality content, you’ll most certainly find your audience.
Long reads are generally the most insightful pieces of content, so they provide a chance for you to shine. They create a good impression about your brand, and typically make people associate you with the leader in a specific field, since you’re producing so much analytical content. They’re also very, very useful for SEO.
Interviews are fantastic tools for to getting people to migrate to your informational pool. How? By interviewing influencers to obtain information that you don’t have. Then you’ll simultaneously be inviting these people to interact with your content.
Stay on Top of Your Writing
It’s no secret that the content you produce must be impeccable. That’s why it’s essential to have a reliable team of professionals. If you’re a big company, having an in-house writer is an invaluable asset that will do you a world of good. It’s also a good idea to have two talented in-house content professionals that will be able to create a feedback loop of meaningful strategies and ideas. But if you’re on a shoestring budget or you’re just a small company, you can always opt for working with freelance writers.
Here’s a review of the three-step process laid out in this article:
- Curation is a critical part of any campaign that intends to provide its audience with valuable content.
- Always take care of the technical side of the issue. Keep your mailing lists clean, and never hesitate to eliminate inactive users.
- Diversify your content.
It’s safe to say that this process will keep your newsletters fresh and captivating. And more importantly, it will bring you greater client engagement and increased customer loyalty.
Kristin Savage nourishes, sparks and empowers using the magic of a word. She does her voodoo regularly on the Pick Writers blog and occasionally contributes to other educational platforms. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. You can find her on Facebook and Medium.