Despite what was predicted, the newsletter, presented as a bit corny, survived well on social networks, apps and even chatbots. It is doing well and is still being used a lot.
We give you our tips for writing a newsletter that really helps you boost your marketing results .
Newsletter or social networks? Use both!
Rare means of communication not being distributed randomly to your target, the newsletter has a definite advantage on social networks: whatever happens, it always manages to reach your readers.
Unlike Facebook or Twitter, where your publications are not always visible to your community, the newsletter is not subject to an algorithm that filters publications. You are therefore certain that its content, if not read, will at least be delivered.
The other advantage of the newsletter compared to social networks is that it requires reader involvement. Its path in the mailbox depends on the recipient who must ask themselves the question of the treatment of the email received: will I open it or delete it?
If you have used our writing techniques to write a good email , your newsletter should be read. A publication on a social network is more likely to go unnoticed and to be drowned in the publication thread.
Publish what your readers expect from you
When you write the content of your newsletter, do not think promotion, but attraction. The difference ? Promotion highlights your products or services in the hope that they will interest your readers, while attraction makes you care about what your readers want and post accordingly.
As all your customers and prospects are not necessarily looking for the same thing, the success of your newsletter will lie in the variety of its content: promotional offer, presentation of new products, feature article, anecdote…
Work on the subject of the email
This is where your readers will choose to read your email or send it straight to the trash, or even worse, to spam. The object has only a fraction of seconds to convince your readers: it must be simple, concise and powerful.
The ideal subject line is usually only 6-10 words long. If needed, you can create a slightly longer email subject line, but if your subject line is too long, it won’t display correctly.
Also, it is not really useful to use the word “newsletter” in the subject of your newsletter, it is very often a criterion that sends your newsletter to the trash before it is even opened.
Also avoid overdoing it! Exit the email subject entirely in capital letters or the too mysterious subject with words that will send you directly to spam.
Keep it simple, provide real information about the content of the email without overdoing it, and stand out with a smiley or a number that will highlight your object.
Sometimes, the best way to find out what works best is to test! A/B testing is a process that allows you to test several versions of a newsletter. It allows you to know what works best with your target.
You can thus send two fairly similar versions of the same newsletter, where you vary a parameter such as:
- The object;
- The contents ;
- The format ;
- CTAs (call-to-action);
- The time the email was sent.
You will then send each of the two versions to a part of your target. The results (opening rate, click-through rate, etc.) of your two versions of the same newsletter will allow you to decide what pleases and works with your target.
View your newsletter before creating it
Do you find that strange? However, the representation on paper of the visual of your newsletter will save you a lot of time. Create inserts reserved for each content. A large one for the most important information and a smaller one for the secondary contents… Once you have created the layout of your newsletter on paper, you can design your electronic newsletter.
On the graphic side, make sure that the design of your newsletter is consistent with the image of your company. Keep the same colors and display all the elements that distinguish your company: logo, color code, etc. The goal is to make your emailing identifiable as soon as it is opened.
Emailing: mistakes not to make
If in blogging, regularity is recommended, sending a newsletter does not have to be regular. If you have nothing interesting to communicate, do not send an electronic letter. Your readers are sufficiently solicited. Save them one more email, moreover, if they risk damaging your company’s image with poor quality content.
On the other hand, during your mailings, make sure to find a catchy title to encourage the opening of the email. Avoid overselling your products. Opt instead for highlighting your know-how and your knowledge through well-constructed articles.
Last point, extended newsletters are not effective. Your reader must be able to be interested and want to react with a click to your site in less than 5 seconds.
As a generator of marketing results, emailing still has a bright future ahead of it. It ensures you visits to your site and allows you to create links and keep in touch with your active or inactive customers and your prospects.