Even though newsletters are a powerful tool for engaging subscribers and fostering loyalty, as with any digital marketing strategy, one law weighs supreme: content is king.
While it may be tempting to try to obtain mass appeal, a good newsletter will actually be tailored to a company or organization’s niche audience.
“Instead of thinking about what everyone would want to read, think about what your audience wants to read. If you’re not sure, this means you should spend some time talking with your existing and future customers, and eventually build out a solid buyer persona,” said Ginny Soskey, editor of HubSpot content.
In addition to customized newsletter copy, HubSpot has several tips for crafting emails that cover topics which readers will enjoy. These include:
• Creating newsletters that consist of 90 per cent educational content and 10 per cent self-promotion. Emails that predominately exist to advertise and sell will either go ignored by readers or cause a drastic increase in the number of unsubscribes.
• Offer choices for newsletter subscription, which can be based on city, region, or subject matter. By opting into a specific area of expertise, readers will be more likely to remain interested in the newsletter and continue to browse them.
• Write creative and engaging subject lines for emails, but keep them short and exciting. While fun quips such as “Why You Need X” are opened frequently, if the email doesn’t deliver on that promise, long-term open rates will suffer.
• Customize emails based on the subscriber’s personal data, including past purchases, downloads, and website habits.
• Include a Post Script for scanners
More than anything, though, it’s all about trial and error.
“Only through research, and then testing out newsletter topics and formats based on this research," said Soskey, "will you get insight into what your audience likes."
