For most email marketing practitioners, it’s all about staying hip and current with your inbox content. Tips on being conversational, relevant, and engaging have flooded the web, leading plenty of brands to fire off messages that look more like emails between old friends and less like marketing offerings. While this isn’t necessarily a bad thing, that doesn’t mean it’s always the right way to approach email marketing and brand outreach. With a growing push for more official, professionally composed newsletters gaining steam in the industry, now might be the time for your company to switch up its style and partake in a little brand journalism the next time you fire off a marketed message to your audience.
The Current Case for Newsletters
So why exactly are branded newsletters back on the upswing? According to Klint Finley of TechCrunch, you can thank the rise of celebrity bloggers for this renewed interest in more structured email content. By making this content exclusive to the email audience, these digital thought leaders and personalities have drummed up some serious hype for the format. Essentially, it’s the tried and true method of taking something popular, in this case pop culture or industry oriented content, and telling people the only way to indulge in it is by signing up for the “secret club” – in this case the email contact list.
The Benefit of This Approach
Even if your brand isn’t generating the same traffic as the biggest blogging names on the web, that doesn’t mean you can’t ride this wave of excitement as well. Finley goes on in his report on newsletters to note that for those able to pull off a successful email newsletter, there’s plenty to look forward to. First up is the increased control in the content dissemination process. Instead of saving your best copy for the company blog and hoping it makes its way around the web, brands that have a killer newsletter can leverage the most influential platform – the inbox – to spread the word on these top tier offerings.
Additionally, there’s the simple fact that readers pay more attention to what’s going with their emails. We could bore you with a mountain of stats regarding the power of this channel, but Finley’s discussion regarding author Warren Ellis’ contact list provides a much more personal example. Essentially, for each newsletter Ellis sends out, he averages around 5,000 opens. When you consider that his total contact list sits at 6,865, that number really starts to carry some weight. To put it simply, newsletters are in a great position to take advantage of the demand for more detailed content.
Everything You Need to Make a Successful Newsletter
So now that you’ve heard the case for trying out newsletters, it’s time to talk about what goes into an optimized take on this content. To start off, Forbes Magazine’s Kate Kiefer Lee suggests spending some time working on your brand message. It’s definitely not the flashiest part of the process, but if your newsletters come out as disjointed sections with random facts inserted at varying intervals, you’ll be wishing you took the time to hammer out a clear, distinct theme to your content.
Once you have your brand message in order, Lee goes on to point out that the best newsletters are “scannable.” Naturally, not all of the content you offer is relevant to every single reader, so breaking it up into easily digestible, but related and interwoven, sections is a great way to offer an attractive experience for your audience.
The next step, according to Summer Luu of Business 2 Community, is all about timing. Even the best newsletters in the world don’t stand much of a chance if you’re firing them off during odd hours or lulls in audience activity. While it might seem easy to just fit these emails into your schedule and call it good, you’re much better off devoting some time to researching the peak hours and behavioral habits of your audience. This way, your approach can focus more on the data supporting appropriate timing, and less on convenience and the path of least resistance.
Finally, Luu offers up the last key piece to a great newsletter – attention to detail. Whether it’s proofreading or double-checking linked materials, anything you can do to put a little polish on your content goes a long way to making a splash with discerning readers. With so many great options flooding consumer inboxes these days, even the smallest upgrades that come from focusing on the little things could mean the difference between revolutionizing how you interact with your audience and watching the competition steal your thunder with higher quality content.