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Email newsletters can be an effective tool in marketing. Learn how to use newsletters to drive traffic and promote your business in just 10 minutes.
Today's marketers use a variety of communication platforms, including social media, webinars, and video campaigns, to connect with their target audiences. However, emails are still the most reliable approach.
With a high return on investment, emails remain one of the most promising channels for connecting with potential clients. The most popular emails that most brands can leverage to keep in touch with their audience are newsletters.
What are email newsletters?
Email newsletters are a specific kind of email that you may send to your subscribers and include curated content such as recent blogs, product updates, behind-the-scenes, advice, and much more.
The objective is to keep your subscribers interested while establishing lasting relationships; thus, newsletters are vital for developing brand authority and improving customer experience.
Depending on your approach and how frequently your consumers expect your emails, you can send weekly or monthly newsletters.
Why are email newsletters vital for your marketing?
Let's now talk about why you should send your customers email newsletters.
- Segmentation: By targeting a fantastic group of people, you may boost your audience's likelihood of engaging with your message. Email marketers can leverage lead scoring and past purchase behavior and adjust their message for specific needs.
- Strong relationships: An email newsletter is typically not seen as a marketing strategy but as a great way to communicate with and provide value to your consumers. You're more likely to strengthen relationships with your clients if you comprehend who they are and their pain points and offer them helpful information.
- Credibility: A newsletter is a way to demonstrate your expertise. Your subscribers' trust in your brand will increase if you continuously offer them valuable and curated material.
- High ROI: Some of your subscribers have expressed interest in your products or services. Compared to people you could find on social media or through sponsored methods, they are more receptive to your marketing efforts. Add to this the relatively low cost of email marketing, and you get a high return on investment.
As you can see, newsletters are essential to the success of your eCommerce marketing. But first, to succeed, you must craft a compelling newsletter that your audience will love.
Anatomy of an efficient newsletter
Companies from various industries use newsletter marketing to reach their target audience and build brand awareness. Depending on the requirements of their readers, each company customizes its email designs.
But each newsletter has specific components that are essential to its success:
- Subject line: The email's subject line should pique the reader's interest and provide a sneak peek of the content.
- A solid call to action: Each newsletter should have a specific action the reader is encouraged to take to proceed in your sales funnel.
- Clean format: Leads are more likely to unsubscribe or become distracted by the newsletter design, so keep it simple.
- Mobile responsive design: Many subscribers check their emails on their phones, so ensure to have your newsletter adapted for tablets and smartphones.
Unsubscribe button: Companies want to keep leads as satisfied as possible, even if that means removing them from a mailing subscription list.
How to create engaging newsletters?
So now that you understand the anatomy of a high-converting email newsletter and its essential components, it's time to examine how to make them as engaging as possible.
Here are some tactics to test out:
Along with the design, you want your newsletters consistent with your brand across all your marketing channels. So it calls for uniform fonts, hues, logos, and brand voice.
Maintaining your brand voice is crucial if you're using a lot of text, so having a dedicated person for email copywriting can be a massive advantage in the long run.
A/B test as much as possible
You can't know what your potential customers enjoy without testing your campaigns.
- Do they find your subject lines intriguing?
- Does personalization (using their name) boost the open rate?
- Do videos receive more clicks than images do?
There are several ways to A/B test your emails using newsletter tools and software, and it's the perfect way to improve your campaigns and make data-driven decisions.
Segment your audiences
Have you ever gotten an email that was irrelevant to you? Or perhaps one from a business knew the specific product category you are interested in?
When you segment your audiences, you can give more targeted content to those who desire it most. One research discovered that segmented advertising resulted in 50% more clickthroughs and 30% more opens.
How to leverage newsletters as a marketing tool?
Email newsletters are a powerful tool for digital marketing. They can be used in various powerful ways to turn website visitors into paying clients in your marketing strategy. For example, email marketing is roughly 4.24 percent more effective in closing deals than clients and sales from social media and search engines.
Here are five specific ways you may incorporate newsletters into your marketing strategy.
Use newsletters to highlight a brand's social responsibility in your marketing campaign. For instance, if your company is environmentally conscious, emphasize how you use sustainable and biodegradable packaging.
Display the complete ingredient list for all of their natural goods and explain how they take the place of synthetic fragrances, colors, and chemicals in cosmetics.
Use newsletters to communicate the behind-the-scenes of how your efforts are helping others as part of your campaign. Through newsletters, explain the background of your business, its goals, and the campaign's objectives to your clients.
Storytelling is an essential tool in your arsenal that can be portrayed through copy, an animation video, or an illustration. Take that time to produce such content, and your newsletter will become a great source of new leads.
2. Inform customers about new product releases
Customers can feel special and connected to the brand by receiving the newsletter. To let them know about the launch of a new product, include newsletters in your campaign.
Regular consumers can be enticed to try the new product by receiving a sample, providing feedback, and receiving special pre-launch offers.
If you send 1,000 regular clients an email offering them a sample and 100 of them pre-order the product, the marketing campaign will be a success because the new product already has market demand.
Alternatively, you might send samples as a gift. Find the gifts' recipients through a contest or giveaway, and include a thank you message in the package. Encourage recipients to offer feedback so you can subsequently have it in the newsletter.
A little reward or loyalty points can also be used to persuade a happy consumer to recommend your new products to others, which will bring in additional traffic for your new product.
Since newsletters have more room than social media posts or advertisements, explaining your referral program with an email is more straightforward.
The referral programs can be tailored to each customer. Give them an objective and list your previous referral success stories to help them take the initial step.
3. Promote Special Discounts
Sending clients several special promotions and discounts via newsletters will help turn them into a brand-loyal customers. To deepen your relationship with them, personalize the newsletter by including their name, offering them a special birthday deal, etc.
Utilize the clickthrough rate and call to action in the newsletter to determine which products the consumer purchases regularly. Then, attempt to discount the product to the buyers by selling it in quantity or use marketing automation to take this process on autopilot.
Continue highlighting in your newsletter offers on products similar to those they have purchased. For example, when customers buy grooming products, please encourage them to buy more by displaying a list of complementary products. If they purchase three or more in a bundle, give them discounts.
Because you don't know that the client would visit the website or click on your ads, you should prefer to experiment with these promotions through newsletters delivered to the customer's mailbox.
Remember that delivering newsletters to their inbox is equivalent to giving them a gentle pat on the shoulder and suggesting additional actions on your website.
4. Encourage your customer to enjoy your newsletters.
Sales growth and customer engagement are the two main goals of marketing. Therefore, effective marketing campaigns need creative ads with eye-catching colors, visuals, animations, and stop-scrolling content.
You can use newsletters to deliver such enticing material directly to clients' inboxes. In addition, you can use a high-converting email template to make your email newsletters as aesthetically appealing as possible.
Craft the email design to fit your brand's aesthetics and incorporate your blog posts, social media posts, and case studies as digestible sections for your audience. Having structured content in a newsletter will hook your audience and make them spend more time reading your valuable tips and tricks.
5 . Newsletter Swaps
Newsletters can be significant leverage if you use them effectively. A great approach is communicating with other brands with complementary audiences and sharing each other's products or services through email.
With this tactic, you may have additional traffic to your website, social media, and more eyeballs to your products or service. To better track, the traffic coming from such collaborations, use UTMs and analyze which partner produced the best results.
You can then collaborate again on a similar project or find other partners that could help you boost your brand awareness.
Pro tip: the secret in this kind of collaboration is to use a visual that grabs the reader's attention. Remember that the other audience doesn't know about your existence hence eye-catching content is your weapon.
It can be an illustration, an infographic, or a video showcasing your expertise. The best approach would be for both brands to create something together so that they can earn the respect of each reader and don't understand it as a sales tactic for exposure.
Newsletters are an excellent way to build a deeper relationship with your audience and increase brand awareness. Email marketing is evolving daily, and brands that don't leverage this channel are vulnerable to competition.
A solid foundation for creating high-converting newsletters is crucial, but you must also know how to incorporate this medium into your overall marketing goals.
In this article, we analyzed some of the highest rewarding tactics, like storytelling and referral marketing, but you can always try experimenting with different approaches to understand your audience.
Having all these in mind, it's time to get your hands dirty and try some new exciting marketing opportunities. So, until the next one, keep sending those newsletters.
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