You’ll need the following components in your strategy:
- Goals: Know whether you want to drive website traffic to social media platforms, a website, or achieve some other attention-related goal.
- Email frequency: While many companies send monthly newsletters, you may decide to send your email campaign less or more frequently.
- Audience segments: You need accurate customer profiles that are segmented into subcategories that match the various types of people who engage with your brand.
- Brand guidelines: It’s important to ensure that your newsletters remain on brand and are consistent.
- Software and tools: The right email marketing tools can help you deliver newsletters much more efficiently and provide insight into which elements worked well.
- Templates: Your template should clarify to those who will fill it out what goes where, what tone to strike, and where to source information. The template you use will also determine your email newsletter format.
- Send time: Sending emails at the right time ensures your subscribers will actually open the newsletter they receive instead of letting them sit in their inboxes.
While this isn't a complete list for creating a good newsletter strategy, it'll get you off to a strong start and put you ahead of the competition. In addition to the components above, you may also want to consider adding key performance indicators (KPIs) and campaign metrics to your strategy.
2. Use the right email marketing software
The best email marketing software for you will suit your budget and be easy to use and integrate. It may also be rich in features to ensure that it meets your specific needs and offer accurate and actionable analytics. It can also provide top-quality customer support at all subscription levels and offer constant updates to meet your future needs.
This type of software takes a lot of the heavy lifting off your hands while enabling you to focus on what you do best–serving your customers and upholding your unique value proposition.
3. Make an email subscription form
Unfortunately, one can't simply start sending newsletters to people who didn't ask for them. There are many regulations and anti-spam laws in place that protect consumer data, so asking for permission before sending email marketing messages is vital.
For this reason, you need an email subscription form that has the following:
- A simple sign up process: The quicker your sign up process is, the more likely individuals will fill it out and submit it.
- A streamlined design with no distractions: By limiting the distractions on the page, you can increase the likelihood of people completing the form.
- Content selection: You may want to give them the chance to opt for or against different types of articles and marketing materials.
- Form fields as needed: Provide a field for all the information you want or need from the subscriber. Make sure to keep it simple.
- Accurate contact lists: Contacts should be verified and high quality.
- Confirmation emails and messages: New subscribers should get a message confirming their subscription.
- Compatibilities: Your newsletter sign up form should be able to be embedded on websites and other locations.
4. Encourage site visitors to subscribe
Anyone who makes a purchase, visits your site, consumes content, and so forth should be given an opportunity to subscribe to your newsletter. Any action that resembles a move toward the end of the sales funnel could be considered a qualifying action.
Attention to your brand should trigger an opportunity to subscribe. The more value you provide in your newsletter content, the more likely this kind of effort will turn visitors into customers.
5. Create a landing page for your newsletter
Landing pages are simple things. They tell the user that they have arrived at the place they expected to go and are about to get what they were looking for. The amount of content on your landing page should be minimal but on-brand.
Images are an essential part of a good landing page. Images should be high quality and high resolution. They must also reflect the character of your organization, products, and services.
Also, it's important to make sure your landing pages are mobile-friendly.
6. Build segmented email lists
Segmenting contact lists can prove challenging for many people. It takes effective metrics and customer feedback to develop a functional email segmentation strategy. The good news is that we can help you easily create audience segments using your existing email analytics.
So that's a big help. We'll take much of the burden off of you in the early stages, and it'll give you valuable experience as you continue to develop accurate audience segmentation. This process will persist for as long as you want to curate effective contact lists and maintain a strong loyalty base.
7. Design your newsletter
Just as every news program, magazine, and book - even on the same topic - will have a distinct look and feel, your newsletter should also reflect your brand and be different from all other newsletters.
While you can work with a professional graphic designer, you can also use a drag and drop editor to create a unique design for your newsletter.