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Email Newsletter Marketing

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Using a newsletter in your email marketing efforts can be a cost-effective tool for distributing information about your brand or products. In this lesson, you'll learn more about email marketing fundamentals.

In the News

Do you remember old-school newsletters? Maybe you had one at your school, church, or community organization. They were typically chockfull of news tidbits, funny stories, photos and upcoming events.

Newsletters can be an easy, cheap and quick way to tell your customers more about your company or products.
Newsletters can be an easy, cheap, and quick way to tell your customers more about your company or products.

Today, the newsletter has grown up with advances in technology and myriad digital channels. And, they can be an important tool in your email marketing efforts.

Newsletters in Marketing

Email newsletter marketing is not the sum total of email marketing options, but it is a great tool to consider adding to your email marketing mix. Newsletters are used to distribute content that highlights your industry, business, products, and services to your email subscribers. It can be a great way to engage your customers and prospects through delivering extra value and relevant content. Email marketing, as a whole, has proven to be a beneficial strategy for most businesses because of its low cost to create speed and efficiency and excellent return on investment (meaning, the amount of business you gain relative to how little you spent to share the content). For businesses, newsletters are an excellent way to communicate information about what you have to offer without doing it in a way that resembles a hard sales pitch. Content can include everything from interesting news in your niche market to how-to tips and sales offers to upcoming events you're hosting.

Best Practices in Newsletter Marketing

Determine your objective for creating a newsletter. Are you trying to boost sales? Increase brand awareness? Provide information? Whichever of these you choose, or another goal of your own, be certain your content matches the newsletter's purpose.

Design your newsletter. You can build your newsletter from scratch using a desktop publishing program, purchase a pre-designed template, or hire a graphic designer to create your look. Make certain the overall image represents your brand and existing marketing efforts. You want people to immediately recognize the newsletter as being tied to your brand through similar graphics, colors, and tone. Consider that individuals will be viewing your newsletter across many devices - computer, tablet, and phone - and create a visually-appealing design that will look good regardless of device. Be sure to include graphics and photos to break up the text and make the design more interesting.

Write compelling content. Don't look at your newsletter as an opportunity to constantly be selling or creating self-serving content about your brand. A newsletter is not a traditional advertisement. A newsletter should provide information that encourages your customers and prospects to want to hear more about your brand and engage with you, and ultimately convert into customers or repeat customers. Position yourself as an industry expert rather than a salesman in your content selection. Consider using short bursts of information that can be quickly scanned rather than bogging your newsletter down with lengthy articles that viewers may not want to take the time to read.

Use a Call-to-Action. This is simply a designed button that gives your viewers an opportunity to complete a task you desire such as making a purchase, requesting a free sample or downloading a trial offer.

Build your subscriber list by offering a sign-up form on your website and social media channels, and give those who are interested a mobile way to opt-in as well such as a keyword they can text to a short code assigned to your business. Incentives such as special offers, free trials or coupons can be a great way to help build your subscriber list.

Captivate with your subject line. If your recipients never open your email because of a boring or lackluster subject line, the contents of your newsletter are for naught. Grab your reader's attention before they ever get to your newsletter and give them a reason to open your email.

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