Enewsletters can be a powerful and cost effective marketing tool for any organisation.
In fact according to research undertaken by the Content Marketing Institute (CMI) and the Direct Marketing Association UK in the recent ‘2013 Benchmarks, Budgets and Trends’; 82% of content marketers use enewsletters as a tactical part of their digital marketing strategy.
Enewsletters enable an organisation to target audiences consisting of customers and prospects alike with content they are interested in receiving.
By using your organisations self-published content, enewsletters enable an organisation to stay in front of customers and prospects, many of whom having requested to receive information from you.
As with all digital marketing, content is key and an enewsletter should be seen as another element to your digital campaigns, another string to your digital marketing bow, not an isolated object. Ideally, an enewsletter should interact with other elements of your digital marketing with links to your blogs, social media presence, website etc.
Furthermore, by segmenting your marketing lists by type of contact, product specifics or by vertical markets, content can be distributed specifically targeted at each audience segment. This can even be done with the use of dynamically populated and content driven enewsletters.
From a sales point of view enewsletters can help retain, cross sell and upsell into existing clients whilst generating leads from a prospect audience.
By sending content rich targeted enewsletters, organisations can demonstrate value beyond products and services, becoming a trusted partner and a thought leader whilst nurturing your entire audience and increasing brand awareness and identity.
So if you are thinking of starting an enewsletter or indeed potentially improving on an existing campaign, here are some handy hints and tips to help you develop a new campaign or make a good thing better!
Keep the design simple and easy to scan
All text should be short and to the point by including only a headline, abstract and URL that links to the full-text article. Include images to help break up copy and make the issue pleasing to the eye. The idea is to encourage your audience to take a further action.
Attract readers with a catchy subject line
Use a descriptive, editorial-focused subject line that tells recipients what’s inside. Avoid using general subject lines, such as “PR Agency enewsletter, Issue 2.”
Establish an internal publishing calendar
…and stick to it as best you can. Over time, your audience will expect to receive your enewsletter according to schedule. Plan your production process ahead of time by establishing a distribution schedule and internal deadlines for content development, design and review. Set expectations correctly by potentially avoiding naming issues by month but by adding seasons or issue numbers.
Offer something fresh
While existing blog posts and other content should be featured in your enewsletters, be sure to include at least one to two new articles in order to provide clear value, entice readers and give them a reason to keep opening your messages.
Analyse and adjust
Use the analytics software in the email system used to broadcast the enewsletter as well as your website’s analytics program, to gauge what people are reading, and what they are not. If your audience is consistently reading articles related to a particular topic, offer more content on that subject. Avoid repeating topics that are not of interest to your readership.
So, if you’re seeking a new way to more regularly communicate, perhaps an enewsletter programme is a good fit for your organisation as part of your on-going content strategy. The regular touch-points achieved with enewsletters nurture relationships, both new and established, and help to keep your organisation top of mind with two important audiences – your customers and your prospects.