Breathe new life into your email newsletter. Most providers can offer technical advice, but check out these 11 steps to adjust the strategy behind your newsletter.





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Written by ShibaniRoy
2885 days ago

Here are the most important newsletter marketing practices:

1. Segment customers

If you provide multiple products or services then it will make sense to segment your subscriber data into logical groups. Segmentation is handy and useful and one should try and do it if multiple types of audience that you are catering to.

If you don’t segment then it is likely that whatever content is shared will not be of relevance to some of your subscribers and it drives unsubscribes.

2. Create relevant content

The content is actually the most important part of the newsletter, and not the design. So make it relevant! Create content keeping in mind the kind of content your target audience would find interesting.

B2B/B2C -

Case Studies, Customer Reviews

Third party content with due credit to them

Blogs

B2C -

Education: Free test series/assessments; Tips to prepare for an exam; Job Interview related Content

Travel: Destination guides; When to books tickets; Best offers

Real Estate: Property price trends; new project launches; How to read property related papers

Financial Services: How to buy and compare loans/insurance products; Rate different loan/insurance providers

B2B -

Software, IT Services: ebooks; Whitepapers; Technology changes

Business Services: Trends, Impact of changes in the law/tax structure

3. Work on your design

The best design practices for newsletters would be similar to email campaigns. They include the following:

Be consistent with fonts, colour themes and layout.

The design should ensure the email is readable (fewer italics).

Try to cover fewer topics (two to three).

Use attractive images/visuals; put Alt Text on images.

Include social share links.

CAN Spam compliance.

Personalize the message body.

Follow subject line best practices.

4. Frequency

The frequency of your newsletters depends on two factors-

Ability to put together the content – If you think it takes too much effort to do it every week then don’t send newsletters every week. Send it every fifteen days or once a month.

Interest of your subscribers in receiving your content – If you’re subscribers find it painful to read newsletters every week then avoid it. You will be able to find out this information through your weekly subscriber frequency. If the unsubscribes go up, then you would know that it isn’t working. In some case, your good customers will call you and tell you if your newsletters are too frequent.



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