Your inbox is probably full of them. It seems everyone is sending out a newsletter to current customers and prospects. How many do you open? Further, do you ever click through to go to the website, read the article or scan the offer?
It’s been at least a minute since you looked at your email. How many of those many newsletters do you even remember?
Yeah. That’s the problem with newsletters. Companies pour tons of money and brainpower into developing them and managing their email lists but few hit the mark. It’s discouraging for certain…
Let’s start with whether or not you need a newsletter. Let me ask you this…do you want to communicate with your customers? Do you want to share news of sales and other offers? Do you want to be top of mind when someone they know asks for a referral? On the prospect side, do you know how steep your competition is?
Assuming you answered “yes” to every one of those questions, I’ll answer the big question the same way. Does your company need nurturing e-newsletter? YES!
“Content Marketing Institute and MarketingProfs Content Marketing 2019 reports found that 87% of B2B marketers name email as their top tactic for nurturing their audience while 80% of B2C marketers named it as their top tactic,” according to an article on Top Rank Marketing.
Tip 1. Focus on the Reader NOT Your Company
Huh? What’s the point of a newsletter if you aren’t going to share your news, right? Yes, and no. It’s all in the presentation. Just like with a great sales pitch, it’s important to focus the letter on the needs of the reader. They don’t yet know they need what you are emailing about. They do know what they need right at this moment. Focus on how your product or service fills the need they might have.
An example: Let’s say you sell cars. Instead of writing about your new car that just hit the lot or the great finance deal you have, focus on the grind of getting to work in rush hour in a car that might be less than optimally viable.
I’m frustrated and the last thing I want to think about is car shopping. But…when it’s hot out and I have no AC and you tell me about how I deserve to be more comfortable…well now I’m listening.
Tip 2. Offer News They Can Use
Oh, and by the way, we mean news that isn’t about you. Of course, connect your company in a subtle way to the point of the letter. However, focus on something your readers don’t know but want to learn.
Again, refer to No. 1 above. Never lose sight of what the reader wants to be reading. The moment you do, they won’t be reading your email anymore.
Tip 3. Personalize All Email Correspondence
Let’s go back to my very first point. We are all inundated with so much email that there simply isn’t time in the day. You can hit the target with Tips 1 & 2 listed here, but what will it matter if no one reads your newsletter.
Therefore, narrow the focus on your subject lines. You may not attract the attention of every recipient but you will catch the eye of those who need to know about what you are emailing them about. Choose a different focus to capture another area of your market in the next newsletter.
Another lesson we should all keep in mind is that there will inevitably be people that our content is NOT for. Ann recommends focusing on our “Doris” and not on those people who our letters are not intended for.