According to research, only 22 percent of email newsletters are opened by recipients. Newsletters are typically sent at least weekly, and they usually contain details about new products, upcoming sales, and other information that may appeal to customers.
As a small business owner, how can you harness the power of the newsletter and reach your clients more effectively? Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, shares tips on how to leverage your email newsletter and grow your business in the process.
Develop a Newsletter That Readers Love to See
Your newsletter is an important extension of your brand. It’s a marketing tool first and foremost, but it’s also a way to connect with clients and increase engagement. The latter of these directly depends on the quality of the content and appeal of the design, though.
If you want to improve both, you can enlist help from freelancers who can write great content and create appealing graphics. You can also take over some of the graphic design tasks yourself by using apps like one that removes the background from images.
Cultivate Content That’s Worth Their While
It’s often said that content is king, and that phrase is just as true today as it was the day it emerged. Nothing is more effective in garnering attention and increasing engagement than good old-fashioned, high-quality content. You need to sincerely assess whether your newsletter contains content that is useful to your readers.
Rather than writing fluff about product benefits, for example, you can upgrade your content to address real client concerns. Think about why your customers opened the newsletter in the first place — or why they may buy your product at all. What problem do you aim to solve, and what clients do you aim to serve? Answering questions like these can help you develop an effective content strategy.
This is the best way to write an engaging newsletter, and it’s also the key to increasing its readership. When your audience knows that they can expect interesting and useful information from your newsletter, they’ll be more likely to share it with friends, and in turn, this will increase your marketing reach. The opportunity for organic sharing is one of the greatest assets of the newsletter format, so it’s important to leverage this potential.
Invest in Images That Catch Their Attention
Cultivating high-quality content is just part of the equation when it comes to producing a great newsletter. The email format of a newsletter means that you can invest in its visual appeal, too — and it’s important to do so by creating eye-catching graphics. Data visualization allows you to present important information in an easy-to-understand graphic format, which makes it an ideal addition to any newsletter.
The design of your newsletter is an important component of building its appeal. Quality design will increase the appeal of your brand and keep your readers’ attention for longer. You can use pre-made designs from an email marketing service, but you might find yourself in need of additional options. If so, you can try an image background remover and similar tools with other image editing functions to suit your purposes.
You can also outsource certain tasks to professionals like a web designer or a graphic artist who can craft a newsletter that’s beautifully assembled. This might cost a little extra, but if it yields higher engagement and readership, it’s a great investment for your newsletter and your brand.
Finally, reach out to Allen Marketing Communications, Inc for your marketing and public relations needs.
Guest Post: Derek Goodman at InBizability
Image via Pexels