BLOG POST BY LINDSEY IMPERATORE, DIRECTOR OF MARKETING AT THE NEWS FUNNEL
Sometimes we pitch ideas that appear easy, but when we put them into practice, discover they're more complicated than first glance. For example, starting an e-newsletter sounds simple. But as any content marketer who’s created one knows, it requires more effort than team members think. Sure, anyone can compile some content into an email, but people receive countless marketing emails every day. It's only with quality content that yours rises above the pack and achieves marketing objectives. Be smart, and apply these tactics to create a quality e-newsletter.
Consider how much content you create
In the marketing world, we rely on a scheduling routine to deliver on client expectations. Applying the same scheduling tactics for an e-newsletter is great, but not if you have to fluff or stretch content. An e-newsletter acts to distribute the original content you create. How much content is that? If your brand does not publish a wealth of content every week, think about producing an e-newsletter monthly or quarterly. Don’t promise new updates every Monday and fail to deliver.
Curate your content
It's natural to want to share all your quality content with your clientele. Avoid the temptation to add everything under the moon in your e-newsletter. Curate to distribute the absolute best pieces of content. Keep the e-newsletter succinct. Place the most important news front and center. It's fine to include two-to-three pieces of other quality content, but not in the main body. Remember most email is read on mobile devices, so tease other pieces of content beneath the leading text.
Avoid bad copy
Emails that drone into infinity are just plain bad copy. People have short attention spans. Get to the point right away. Summarize the details and cut the unnecessary words. Don't impress with your vocabulary. Do include persuasive call to actions to encourage click-throughs. The final cardinal sin of bad copy is forgetting–or lacking–to proofread. Spelling and grammar still matter; frequent editing mistakes lead readers to unsubscribe.
The number of marketing and sales emails consumers receive is growing. Keep this in the back of your mind as you schedule your e-newsletter program. Newsletters should be helpful not pitching offers constantly. Mix educational content with the sales content.
Too many special promotional offers leads to deal blindness.
Pay attention to metrics
Rely on the numbers to improve your newsletters. Track the open and clickthrough rates to understand how the e-newsletter is performing. Analyze which emails gain more opens than others and why. Consider using split tests to experiment with text only emails versus designed emails, subjects headlines, the timing, and more. Use all the data you can to hone your e-newsletter strategy and the effort spent a success.
Not interested in utilizing an e-newsletter as part of your content marketing strategy? That’s fine! There are plenty of other distribution tactics to expand your audience.