Different types of email formats have different goals and advantages
Whether you are just starting with email marketing or you have some experience sending marketing emails, you have probably asked yourself about the types of communications you can send out.
Should you nurture your subscribers with weekly? newsletters? Are dedicated sends better at optimizing your sales and marketing funnel? What about email digests?
These are all valid questions that marketing professionals should consider when selecting the right format that meets their email marketing goals. In this chapter, we will discuss the different types of marketing communications and their respective advantages and disadvantages. this information should help you make an educated decision about picking the most appropriate email format and how to go about using it.
1. Email Newsletter
Many businesses and organizations send email newsletters in order to stay top of mind for their recipients. In this section, we will cover some general guidelines for using newsletters as the foundation of your email marketing program.
Define your goal
Before we get into nitty-gritty details of creating email newsletters, you will need to determine your goal. What is it that you want your email newsletter to achieve?
You might want to nurture your existing contacts and become the first brand they think of when they need a product or service in your industry. this would be a fantastic goal if you are a b2c company. or your goal might be to increase sharing so that you attract new people to your list. As you define your goal, think about what metrics you can use to track your progress.
Similar to newspapers, newsletters create certain anticipation in readers. whether it is a daily newsletter or a weekend communication, you get into the habit of receiving it. If you enjoy the content, you will most likely stay subscribed to the newsletter and look forward to getting the next email. by building a habit in your email subscribers, you enable them to recognize your brand and associate it with a positive sentiment.
Newsletters generally contain information that you have already published. many companies do quick summaries of their most popular blog posts and link to the articles from their newsletter. In this way, they bring subscribers back to the company website and engage them with more company content.
Email newsletters into Email Marketing give you the freedom to include different types of content that might be important to your organization. For instance, the same newsletter can contain a popular blog post, a new offer, an announcement of an upcoming event, information about a discount, and a link to a survey.
Due to their format–a compilation of information–newsletters can be overwhelming and ignorant of a specific call-to-action. If you include a series of blurbs or article summaries, the attention of your recipients will most likely be spread across these tidbits of information as opposed to staying focused on a certain element. of course, you can address this by prioritizing the most important information at the top of the newsletter and include a clear call-to-action after/alongside each block of text.
With newsletters, the layout becomes a much more complicated task than it is with dedicated email sends. you’ll have to spend some time deciding on the right placement of images and text, alignment and prioritization of information. thankfully, there are a bunch of websites out there to help you with these efforts.
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Prospects -> Customers
Newsletters are great not only for marketing to prospects but also for nurturing your existing customers with company news and events, product announcements, and feedback requests. such ongoing communication will help you retain happy customers and collect valuable insights about them. what are the tidbits of information they click on the most? can you upsell to them at all? don’t forget that your existing customer base can also spread the word about your company and share resources that you publish with their network.
Stay focused on the goal
As you work on your newsletter layout and content creation, stay mindful of your goal and make sure you are working towards meeting it by prioritizing calls-to-actions at the top of the email.
The two examples above are of brain pickings’ weekend newsletter (to the left) and Fast company’s design daily newsletter (to the right). these emails are always packed with useful and entertaining information, a sure sign of high clickthrough rates, and an engaged audience. on the top of each newsletter, you will spot a call-to-action that invites people to either donate or subscribe.
by Magdalena Georgieva