We're still moving
along on our journey into the various types
of email marketing. So far, we've learned about acquisition emails
and welcome emails. In this video, I'm
going to share one of the most effective
types of emails with you, the almighty newsletter. A newsletter is an email sent to
subscribers on
a regular basis, containing news and
informational content relevant to the company and
of interest to subscribers. Newsletters are a great way
to advertise your product, build up trust and
show your expertise, create lasting relationships
with your customers, and inform and educate them. Newsletters fall into
several buckets in the marketing funnel
because they exist at many stages of
marketing campaigns. Newsletters can fall into the consideration stage when readers
are still getting
to know your brand. The conversion
stage when they've decided they like your brand
and want to support it. And the loyalty stage,
when they keep coming back for more
products and content. They're an incredibly versatile aspect of email marketing. To
really use
newsletters effectively, you'll want to make
sure you're being thoughtful in the creation
of your newsletter. Newsletters should include
only relevant content that you think your
readers will enjoy. Recall that at this
point in your campaign, you've done the
necessary research on who your audience is, so you have this information.
Newsletters should also include mentions of trending topics, pop culture, or
current events, so that the content feels
informed and fresh. They should always
include catchy, clever writing that makes
them stand out among the dozens of emails your
readers get every day. We won't get into
design too much, but that is another
important aspect of an effective newsletter. You want something clean that feels
on-brand for your company. Let's expand on those
concepts for a moment. When it comes to including
relevant information, think about, whether you have big news coming
from your company. Are you launching a new
product or service? Is there a new update
from your company that you're subscribers
would want to know about? Of course, your
newsletter content doesn't always have to be
strictly about your company. Maybe you are a wellness company who sells products
that
relate to mental health. You can include
external resources like articles featuring anxiety-reducing breathing
exercises from reputable therapists
or specialists. There will sometimes be
cases where you don't necessarily want to drive
traffic to other sites. Just be thoughtful about
what you do include. Some of the best newsletters out there include articles
that don't try to sell a product and
instead include articles relevant to
subscribers' lifestyles. While you're including
that relevant information, be sure to cover trending
topics in your newsletter. Consumers typically
have an interest in the latest trends. To remain relevant throughout
the ebbs and flows of what is top of mind to
consumers at any given time, keep the content
topical and fresh. Your writing style and tone is a huge part of whether or not
your subscribers feel
connected to your brand. Make sure the style and
tone you write in is not only catching on brand
but also genuine. It should be clear that
your intent is to add value for your
subscribers in some way. This is a huge part of relationship-building
between you and your base. Are you writing a
newsletter for a hospital? You'll want to use an
on-brand empathetic style to make them feel comfortable. But if you're writing
for a rideshare company, you might get away with using a more casual, humorous
style of writing. Now, I want to share an example of a great
newsletter with you. This is a furniture
company's newsletter and it's sent out bi-monthly. Let's talk about what
makes it effective. This newsletter accomplishes all of the things I
mentioned earlier. It advertises the
company's products, it shows the company's
expertise on furniture, and it creates a
lasting relationship between them and
their subscribers because it is sent
out regularly and it informs and educates
their readers. In this example, you can
see a headline that reads, "Pull up a chair " which
already sets an inviting tone. The copy below that refers to
a current event that forced many people around
the world to stay at home for an extended
period of time. Then they offer a chair for
each type of subscriber. Under the headline for
the remote worker, they have an image of
an office chair and it links to a landing page where
you can purchase the chair. Under the headline for
the new family addition, there is an image of
a soft rocking chair for a baby's nursery. Under the headline for
the poolside lounger, there's an image of an
outdoor lounge chair with a link to purchase. There are other types of chairs too,
but you get the idea. They've done a great job advertising their
products and establishing their expertise
on the best chair for each type of person. The copy below the
chairs educates and informs the readers
on comfort levels, dimensions, and more
product details. Generally, this
newsletter is a fun and interactive way to
create buzz about the furniture company's
various chairs. If you are tasked with
writing a newsletter someday, take your time and really be thoughtful about what
you
hope to give to your readers. Remember, the aim is to
advertise your products, build up trust and
show expertise, create lasting
relationships, and inform and educate
your customers. I'll meet you back here shortly.
