Quality, well-presented email newsletters and email marketing can be designed to appeal to readers and stop them from hitting that delete button.
The key reason why so many of us receive newsletters in our email inboxes every day is very simple: they work. Most companies, both large and small, report more interest in their products, increased web traffic, and improved sales figures every time one of the their newsletters is distributed.
However, just any old content will not do the trick. The newsletters that appear to be the most effective follow a guideline known as “the 80/20 rule”: they contain about 80 percent content that serves and educates readers and only about 20 percent marketing material about the company and its products and services.
The information contained in the newsletter must prove helpful so that recipients will take the time to read the newsletter, looking for other content that may appeal to them. In so doing, readers will learn about your products and services and are more likely to choose them in the future.
One of our clients began a monthly newsletter using our services about six years ago. The company now considers this publication to be one of the most powerful and effective marketing strategies it has ever tried.
Since launching the newsletter, the business has grown significantly; articles that originally appeared in their newsletter publication have been repackaged and published in major trade publications; and readership has grown from about 1,000 individuals to more than 6,000. The company has even created a separate website just to archive their entire collection of newsletters, making them readily available for subscribers and visitors.
We recommend the following strategies when creating newsletter content:
- Articles should be bylined by company “thought leaders”
- All articles must be search engine optimized with key words
- Case studies and success stores are always powerful and generally result in leads and sales
- Create a help line to give visitors a resource for asking questions related to your company’s products or services