Six essentials for brilliant newsletter design and content

Six essentials for brilliant newsletter design and content

Blog

Email is far more personal and immediate than other forms of digital marketing. An e-newsletter is the perfect way of reaching your clients, followers and those who have varying levels of curiosity about you and your business. E-newsletters allow you to prepare customers and potential new customers throughout different stages of the buying cycle. It also allows you to differentiate yourself from competitors by offering more added value, insights, incentives and offers, with this closer mode of contact. People will be much more likely to purchase a product or service from your business when you stick to these six essential rules.

Six essentials for brilliant newsletter design and content
Don’t wait until you are drowning in BAU work…start planning early!

1. Set Goals and Plan Early

Before writing your newsletter, or creating a proper online marketing campaign, it’s important to set out goals. This will clarify the purpose of each newsletter, and also it’s placement within a broader internet marketing campaign of newsletter topics. This is when you should consider frequency, time of day for delivery, build a solid subscriber list and also the thematic or seasonal offers and topics that relate to a broader editorial calendar.

2. What does the audience want to know about?

Consider what the target audience wants to know about, not what your organisation wants to tell them. In other words, don’t go for the super-hard sell. Instead offer relevant, interesting and on-brand content through the newsletter. Otherwise it’s liable to end up in the recycle bin.

Six essentials for brilliant newsletter design and content
It’s always worth your time to investigate what your audience really wants, rather than banging your own drum.

3. Does your newsletter add value?

Put every newsletter content through a check-list. Does it offer special insights? exclusive content? a product or service discount? A great newsletter makes people realise why they subscribed in the first place. It fosters loyalty from people, because it gives them exclusive access to a secret club.

Six essentials for brilliant newsletter design and content
Does your newsletter ad value for customers? If not it may not be worth your time.

4. Consider the time of delivery

Heavy internet users usually check their email at least five times per day. Even people who are constantly busy, will check their email at least once per day. In the morning between 8 and 10 am is often a popular time, also after dinner at around 8pm. Catch people when they are relaxed and have time to browse. Groupon often send out lunchtime offers and this works very well.

5. Call to Action

Click here for more information. Click here for the limited offer. Check availability now.

A newsletter should have plenty of ways to ”find out more”. There should also be plenty of one-click options so that people can follow the business on social media. Make it simple and impulsive for people to stay in touch in many ways!

Six essentials for brilliant newsletter design and content
A hummingbird’s heart beats at 1,263 beats per minute. What is your superpower? And therefore what should your call to action be?

6. Think Seasonal and Topical

Plan the newsletters around local holidays, the four seasons, industry news, legislative changes. When this is stuff that people want to hear about it’s online marketing gold!

Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Seven content creation tips for startups and freelancers

Seven content creation tips for startups and freelancers

Blog

Your website is a central hub and locus where people can engage with your business. Although it can also be a benign and wasted opportunity depending on how you manage changes to the website. Although making changes to the website can be baffling if you don’t know where to start. But don’t worry! Here are seven areas where you should focus your efforts to ensure that you’re making the right changes to your site, and not just aimlessly pushing pixels around.

1. Feedback, feedback, feedback

Customer feedback is gold. Collate your feedback from focus groups, phone conversations, the CRM, salespeople, social media and the website itself. Even when the feedback is negative, it provides the nuts and bolts to become better at your product or service. Take this feedback and use this to build and improve a digital services strategy and a marketing strategy. Use this feedback to improve customer service, customer satisfaction and improving products and services..

2. Keep on top of FAQs

Likewise, you should look upon your FAQs section as a work in progress. Look at questions that your customers have asked you recently through email, telephone and in person. What are the burning questions they want to know about? Build the FAQs around these questions. Always keep them up to date with information and further queries. If repeated questions aren’t being addressed with the FAQs, then you will likely require a full-blown content strategy in order to explain the information to customers.

3. Competitor’s websites offer cautionary tales

Investigate what your competition are offering to their customers. Can you see a gap in the market where they are under-performing or under-delivering on their services or products? Use these lessons to modulate and improve your own offering. Where you see the gaps is a place to provide a superior and high value offering which may mean their clients come to your business instead.

Seven content creation tips for startups and freelancers
When it comes to content marketing and design – everything is connected

4. Your website is not finished, it’s a testing ground

The main way that you can investigate the efficacy of different products and services on your site is by analysing the traffic and conversions through Google Analytics. There is no definitive end-point where everything is hunky dory and working fine. Your site is a work in progress that requires constant analysis and then shifting the goal posts according to how people use your site. Broad changes to the design and navigation on your site should be undertaken by skilled developers and UX specialists who will know how to make the site user-friendly, and how to optimise the page elements for conversion.

5. Information should be free

Don’t withhold information from customers and ask them to pay for an ebook or webinar behind a paywall. Instead your blog and web presence should provide insider tips on how you can do things better for free. By sharing knowledge and techniques for free, you will win over your customers with your candid and honest help.

Don’t try and obfuscate or confuse users….clear and simple communication is everything

6. Case studies are gold

Provide customer case studies about how you have helped clients in the past. This will give your potential new clients an overview of your workflow, working style, and a clear roadmap about how you helped clients in the past with practical, measurable outcomes.

Position your brand with storytelling from previous customers

7. Use your blog to position yourself as a thought leader

Definitely it’s good to share your personality and stories with your clients. But they don’t want to hear about your trip to Brisbane in March or the fact that your dog is sick on your business blog. Don’t overshare personal information with clients on your website in order to build rapport. People visiting your site will either be left baffled or indifferent to a blog with personal reflections on it.  Instead use your website to position yourself as a thought leader and feature advice, tips and support on your site which people will find useful and interesting.

Is your content working hard and producing good enough results for your business? Find out with a free content audit!