You might have heard stories on how a weekly email newsletter can dramatically transform your business and bring in more sales. According to Campaign Monitor, marketers that use segmented email campaigns see a 760% increase in revenue from their email newsletters. So, how do you unleash that locked revenue for your business?
In this blog, we are going to talk about some actionable items you can do to create an effective email newsletter. Let’s get started!
Before we jump into it, we need to define our email newsletters. Most often, these are are mass emails sent out through software like WolfPack’s marketing automation system. If you do not have something to send mass emails that allows for segmentation, you absolutely need one for an effective newsletter. You can also learn who needs marketing automation.
Email newsletters are typically emailed once a week, monthly, or quarterly depending on the company and include information like what’s going on with the company, with the industry, and they include ways to upsell/pitch other services. It’s also a way to stay in touch with your prospecting or client lists.
How Often Should You Send Email Newsletters?
Most resources say monthly, but up to once a week. We recommend sending newsletters as frequent and as consistent as you can make it, without sacrificing quality, but no more than once a week.
With most companies, that is once or twice a month unless they have a marketing specialist that is responsible for it.
How To Design Your Newsletter
Unless you are natural designer, I would recommend to use a template that your mass email software provides. However, you may also review emails you are subscribed to, to get some inspiration.
Chances are you will design your email newsletter the first time and slowly change it overtime to make it better and better. And that’s okay!
Start With Value
With every newsletter, you need to lead with value and I do not mean coupons. An effective email newsletter will be written by someone who really knows the target audience and what they want.
If you are a pest control company think about what your clients would like to read in their inboxes once a month or even once a week. Put yourself in their shoes to think as a regular consumer what you would be interested in reading that’s related to your business. One example might be the best products they can buy from Home Depot to supplement your services. Another example might be to have gardening and home maintenance tips to keep pests out.
Ultimately, with every newsletter you need to have some value. Without that value, nobody is going to want to read your newsletter.
After creating a newsletter that starts with value, it’s time to segment it. Segmentation means to filter the email list based on audience type.
To illustrate, if you are home inspection company you may want to segment your newsletters to real estate agents based on if they are just a listing agent with you, or also a buyer’s agent with you.
From there, use segmented emails to craft a message that’s directly targeting that audience because the needs of a listing agent is going to vary drastically from the needs from a consistent buyer’s agent. The reader of the other side will begin to feel as if you are speaking directly to them.
So in the case a home inspection company, I might talk about strategies to improve listing views online that other top agents are using. On the other hand, for buyer’s agents, I might craft a message around how to get more listings or home maintenance red flags they can discover during an initial walkthrough with their client.
Ultimately, segmenting your valuable newsletter can exponentially increase the effectiveness of your newsletters.
Now, we are to the final step which is creating revenue from our newsletters. Once, you are segmenting your newsletters and providing value you can add sections of your newsletters that increase sales.
You can drive revenue from newsletters in two ways. First, you can do a soft sell in the middle of your valuable message. This would be when your product/service can assist the consumer in accomplishing whatever value you are trying to tell.
Conversely, you can hard sell in between two valuable messages.
I would recommend doing a combination of the two in every newsletter. Just be sure to add attention grabbing images, as well as, buttons with contrasting colors so people know where to click. Also, don’t overdo it. People are there for the information, not to open their wallets.
Growing Your Email List
Before we end this blog, we should talk about how to grow your email list. While this can be a separate blog itself there are few strategies to highlight.
First, highlight your newsletter on your website. You can do this by creating a form to subscribe to your newsletter. Your newsletter should be front and center on almost every page, but especially on your blogging pages. You can also build a website popup, which our marketing automation system provides for you.
Next, create a shareable link within your newsletter so people can share it with their friends.
Finally, highlight your newsletter on social media! A perfect place to showcase your email newsletter is your Facebook or Instagram stories. Use a link so people can easily subscribe from the story.
Creating an effective email newsletter isn’t hard, but it’s does take time. It’s a critical aspect of your digital marketing strategy and funnel.
First, purchase an email marketing software. Then, lead your newsletter with value to your consumer. Segment your email lists to craft your message to a specific group of people. Finally, create revenue through soft and hard sells in your newsletter.
As you continue to send newsletters, practice different strategies to see what works and what doesn’t. While it might take time, in the end you will see how much of a difference an effective email newsletter can have on your business.
Be sure to sign up with our marketing automation system to start sending segmented email newsletters!