How to Use Newsletters to Bolster Your Business Development

Newsletters are bits of information sent regularly to clients and customers to educate or inform them about your business. As email marketing goes, newsletters can have a high conversion rate when done properly. When done poorly, your email could be tagged as spam.

Timing

Customers receive dozens of emails everyday. If you want to stimulate engagement, it is important that your customers are expecting it in the first place. As a small business owner or marketer, the first message once people register for your newsletter should be a reminder of where and why they gave out their information. Otherwise, your newsletter might just end up in the trash folder or worse, be tagged as spam. Secondly, make sure they anticipate your newsletters by sticking to a regular schedule. When customers know when to expect your content, they are more likely to read it.

Content is King

The content in your newsletter should be curated to fit preferences of each reader. From the subject line to the very last line, your content must serve an immediate need. Don’t beat about the bust with your newsletters. A simple thing like addressing your customers by their first names  lays the foundation upon which to develop a viable relationship. Well-designed templates, like what we have in our digital marketing bundles at Gesatech, can automatically insert names into your newsletters to tease out the needed effect. More importantly, your newsletters must be optimised for mobile. If it renders poorly on a mobile device, your email marketing is likely to fail. More people are increasing checking emails on mobile devices.

90/10 Rule

You don’t want to burden your audience with too many sales pitches. When your customers open your email, it’s both a personal and deliberate decision which should be rewarded with resources or gifts that make them better. If it is not possible to do giveaways, then you can fuse your newsletters with educational content suited to your respective audience. A bit of news about your industry as well as  information about milestones and upcoming events keep your audience in the loop on things. It makes the relationship so personal that they will be looking forward to your messages regularly. It is recommended that you practice a 90/10 approach to your email marketing. This means for every one promotional content you send out, you should send nine informational pieces.

Focus

It is easy to get carried away when developing your email marketing strategy. With so much information about your business and the industry in which you operate, you could be tempted to put everything in one email. That is actually a bad idea. The best newsletters are focused and structured to render properly. You don’t want the most important content at the bottom while fun facts take up all the space at the top. If you are sending information on a host of activities, you can provide subscription options and create separate newsletters to cater for each activity. Email marketing is an important marketing tool for building relationships and closing deals. Get the basics right before you start off.