It can be tough to know if your monthly or quarterly newsletter is pulling its weight. The resources you spend creating the template and content, as well as launching at the appropriate time of day, can seem better spent elsewhere if you have a subpar open rate. The truth is that you may not be providing the right content your clients want to see. How can you boost engagement with your newsletter so your resources and staff time are well spent?
We know the pains of creating a great newsletter. All of our clients have different goals, and that’s an important thing to remember when crafting your own newsletter. We’ve compiled a few tips to help you understand just how your newsletter should work, what research you should do before sending it out, and how you can build the most relevant content for your target audience.
Keep Your Newsletter on Topic
Once you’ve discovered what type of newsletter you’d like to send, and what you’re hoping to accomplish, make sure each newsletter stays on topic. Don’t have too many topics that vary widely, as that can confuse your readers and distract from the important call to action.
Stick to a few ideas per newsletter. If you’re struggling with this, you may find it helpful to come up with different themes to group your content. If your newsletter has an appropriate theme and informative title, your readers will know what to expect when they open it, which can encourage engagement if they’re expecting certain information.
Bring in Repeat Business from Clients
One of your clients may be so satisfied with how you compose cold emails that they consistently turn to your services when they want to launch a new campaign. Providing information on some of your other services in your newsletter can give repeat clients an opportunity to learn more about those services and decide whether they want to add any of them to their contract. This frees up your sales team’s time and brings in revenue—a true win-win.
Education Is Key
You want your newsletter to teach your readers something about your company or the industry you work in. This doesn’t mean you should spend the entire newsletter discussing the inner workings of your company, but more so the services you provide. This piggybacks on what we discussed above—clients like to see the services you provide and how things work. There may be certain services that your clients don’t currently understand, and they may be interested in learning more about what you do and how you can contribute to their success.
Stick to One Call to Action
This correlates with our tip about delivering relevant, on-topic content. You want to make sure you’re not scrambling your reader’s attention all over the place when they read the newsletter. Stick to one key call to action per newsletter so they know exactly what you want them to do. If you want your reader to call your sales team, don’t forget to include a contact form. You want to streamline how your readers reach out to you to simplify your process and also improve the chances that they will in fact get in touch. Too many options can overwhelm and deter some prospects.
Design the Right Template
Your newsletter needs to wow your readers—not just in terms of content but also with its design and how it matches your brand. Take your time in creating the template, and encourage your designer to create a few options for the team to choose from. Once you’ve settled on one, stick to it. While your content should change from one newsletter to another, the design should stay the same for consistency. Readers may view your newsletter as spam if the template constantly changes, or they may wonder who sent it, regardless of whether your company name is on it.
Each company should have its own unique newsletter that helps separate it from its competition. Writing a compelling newsletter can seem like a daunting task at first, but it’s essential that you follow through and not skip any important steps. If done right, your client newsletter can bring in more revenue, educate your current clients and prospects, and strengthen your brand awareness.
Contact us today to learn more about crafting the right newsletter for your clients.