Newsletter Marketing

Newsletter Marketing

Effective Newsletter Marketing

People are bombarded with sales, promotions and "special" offers all the time. If you want customers interested in your newsletter marketing campaign, you need to offer them something genuinely interesting. By promising content that will entertain or educate  - and then delivering on that promise - you build consumer trust, brand loyalty and improve user experience.

To give you an idea of how effective it can be:

  • Gallup reports 29 percent of B2B customers are fully engaged (i.e., have a strong attachment to the brand or are brand ambassadors);
  • NewsCred reports 62 percent of millennials feel online content drivers their brand loyalty;
  • Strativity reports frequency of interaction with a brand builds loyalty and advocacy;
  • Braun Research reports a leading driver of repeat business (according to small business owners) is established relationship with the customer base.

So what's the best way to ensure your campaign is effective?

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Consumers have long expressed aversion to advertising overload. Research has shown the average person in the U.S. is exposed to thousands of ads across mediums every day. But how much information are people actually absorbing about those brands? That's where Newsletter Marketing can help set you apart.

Newsletter marketing informs consumers about the companies they want to buy from and engage with. It establishes a relationship beyond the "buyer-seller" dynamic. It's an opportunity to provide insight into the brand, the company culture and issues and experiences relevant to recipients.

Think about the approach taken in print, radio and television advertising. It's pretty blunt. The idea is to appeal quickly to consumers, speak to basic needs and create brand recognition.

Newsletter marketing, meanwhile, is an approach taken after companies have deepened their relationship with consumers. It is a means to continue that connection in ways that are more subtle, less brash and actually desired by the consumer.

What is Newsletter Marketing? 

Newsletter marketing is when companies send informational or product-focused content to a subscriber list of potential or existing customers. Typically, this is done via email, but it can be done through "snail-mail" as well.

The key thing to remember about newsletters is that they aren't sales-driven.

That's right. The goal of newsletter marketing is not sales! ... Ok, ok - it's ultimately about sales and conversions. But the immediate goal of newsletter marketing, particularly online, is to demonstrate a company's expertise and authority on their industry or products.

As a general rule, your newsletter content should be overwhelmingly - 90 percent or more - informational, with only a tiny fraction being promotional. You want to give people a reason to want to open your emails every time they see your company name pop up in their inbox.

Effective Newsletter Marketing

People are bombarded with sales, promotions and "special" offers all the time. If you want customers interested in your newsletter marketing campaign, you need to offer them something genuinely interesting. By promising content that will entertain or educate  - and then delivering on that promise - you build consumer trust, brand loyalty and improve user experience.

To give you an idea of how effective it can be:

  • Gallup reports 29 percent of B2B customers are fully engaged (i.e., have a strong attachment to the brand or are brand ambassadors);
  • NewsCred reports 62 percent of millennials feel online content drivers their brand loyalty;
  • Strativity reports frequency of interaction with a brand builds loyalty and advocacy;
  • Braun Research reports a leading driver of repeat business (according to small business owners) is established relationship with the customer base.

So what's the best way to ensure your campaign is effective?

As the Cleveland newsletter marketing team at Go Media can explain, often the first thing you want to do is figure out a theme. A theme can be something you always stick with, or it can be unique to each newsletter. The purpose of the theme is to keep your messaging on point. Too many newsletters out there are unfocused and cluttered, mostly because those behind them are trying to send something that touches on every single aspect of the business. Finding a common thread or topic helps to reduce that randomness. Remember that when you try to be all things to all people, the brand can end up being meaningless to everyone. Work at appealing to a certain group.

Another way to draw readers in is with enticing headlines. These subject lines should be creative and engaging and create a sense of urgency. You only get one line, so you have to make sure the line is to make sure it's clear, brief and consistent with the inside content.

And speaking of that inside content, it's important to make sure it's minimal. That doesn't mean you skimp on content, but rather, give them a snippet. Typically, the goal is to send people over to your website, blog or social media feed to consume the piece in its entirety. Let's face it: Most people don't sit around and read their emails all day. But if you give them multiple choices and the opportunity to click away, chances are they'll take at least one.

Do I Even Need A Newsletter Marketing Service? 

If you have the time and resources to create your newsletter in-house, it could be worth a shot to try it on your own.

But here's the thing: While e-newsletters are some of the most common kinds of emails fired off, they can bomb if not done right. Plus, most small businesses just don't have the personnel to spare.

The key to successful newsletter marketing is to deliver interesting, high-quality content on a consistent basis. We can help.

To learn more about our Cleveland newsletter marketing services, call Go Media at 216.939.0000 or contact us online.