Have you created an eBook, white paper, or guide? If so, promote it in your newsletter. Make sure the resource is valuable to the reader and focuses on their needs; as opposed to writing an eBook about how awesome your company is.
The content should be in-depth and fresh. COVID put a temporary hold on in-person events like trade shows and conferences, but a recent survey shows events will likely come back in Eighty-one percent of event planners will host their next in-person event sometime this year. Use your newsletter to invite or remind subscribers about upcoming events. Marketers should tell customers about events like a webinar, charity drive, or customer appreciation sale in their next newsletter.
Planning to attend a trade show? Advertise the details in your newsletter. With an event like this, you can mention small tidbits of information over several different newsletters. Your newsletter is a great place to offer information about your business or brand. Here are a few ways to educate subscribers about your business:. A great newsletter has some authority to it. A letter from the business owners or CEO is a nice way to accomplish that. The letter could thank customers for their support, discuss industry news, or talk about a new product the company is about to offer.
Customers need to hear from those in charge now and then; it helps maintain a trusted relationship. Pay tribute to a special employee by highlighting him or her in your newsletter. Keep it short and sweet, but provide enough information to show customers that your staff is top-notch. Always include a picture of the employee. If you create an employee newsletter, highlighting team members is a great way to boost morale.
What are the top five FAQs that your secretary or sales team receives each week? Use the information to create a frequently asked questions post for your newsletter or create a simple design element that adds one question to the bottom of each email. If the company has a new boss, is planning a renovation, or is changing the way it does something, use your company newsletter to update customers. If customers are complaining about a particular aspect of your business, address it in your newsletter.
Keep it positive, ask customers for their patience, and make every effort to fix the problem quickly. Break out your smartphone and provide a short tour of your business for customers to check out in your newsletter. Give customers a look behind the scenes by posting pictures of employees moving massive inventory for the holiday season, or a shot of your team stocking shelves. If you have a few extra minutes, consider shooting short YouTube videos to give customers a glimpse of the work that goes into the business.
You can promote social initiatives in your newsletters too. Are you giving away something cool on Facebook? Remind your customers about it in your newsletter. Provide participation details and a link to enter. Ask subscribers to join a social competition. You might ask them to submit photos of themselves using your product or write a short essay about a loved one.
Launch the competition in your newsletter and remind subscribers to participate. Offer a coupon just to your newsletter readers. Provide a coupon code to use online or a printable coupon that can be used in-store.
When you have a new product coming in, tell your customers about it. Build the hype by providing availability, release dates, and options like sizes and colors that are available. Allow subscribers to forward your newsletter to a friend, and if they subscribe to your list, send the customers a special deal or discount for helping you grow your list. After all, referrals are always welcome. Another effective form of social proof is user-generated content.
Businesses typically repost user-generated content on their social media feeds, but you can also create a newsletter about it. Creating a newsletter to showcase user-generated content will show your subscribers how many loyal fans your business has and it will help you boost sales too.
So, if your business is holding an event for your customers and subscribers, be sure to send them an email invite. Sending an email invite is a great way to remind subscribers about upcoming events and get a lot of attendees. You can also create event recap newsletters. But, event recaps can also help inspire FOMO the fear of missing out in your subscribers. Webinar marketing is an effective lead generation strategy.
With a webinar, you can provide free, valuable information to your target audience and turn them into email subscribers and eventually customers. Like in this webinar email from Mintel, be sure to provide the date and time of your webinar, details about what attendees can learn, and a link where they can register. Check out these business information newsletters you can send to subscribers to educate them about your business and your brand.
To connect with your audience and let them get to know the person behind the brand—share your company story. In this email newsletter example from CharityWater. A personal, relatable story like this helps readers connect to the organization in a more meaningful way. You can share the story of how your business started and why you do what you do to connect with your subscribers as well. Make your newsletters subscribers and your customers feel like VIPs by giving them a glimpse behind-the-scenes of your company.
Lush is famous for taking their audience behind-the-scenes of their company. In their behind-the-scenes videos, people are able to see exactly how their bath bombs, soaps, and body washes are made. With your employee of the month, you can include a photo of the employee, their name, job title, and a brief description about them, what they do, and what makes them so great.
You never know if one of your loyal subscribers could become your newest employee. Or, they could pass the opportunity along to one of their talented family members or friends. You can also use your newsletter to answer frequently asked questions FAQs. This is an easy way to help your subscribers learn more about your business.
Ask your customer support team or your sales team which questions they receive the most. That way, you can make sure the FAQs in your newsletter are relevant to your readers. Instead of only sharing news about your company in your newsletter, consider sharing news about your industry in general.
But, if your company is a B2B business-to-business digital marketing agency, your subscribers will obviously be interested in digital marketing news. So, you can share the latest industry trends or news with them to keep them informed and up-to-date. Another way to create an interesting newsletter for your subscribers is by interviewing an expert. You can also interview people that your subscribers will relate to, like their peers. For example, Interface Lover, a magazine for creative professionals, regularly interviews designers that their readers can be inspired by.
To get the most engagement, provide a video of the interview in your newsletter along with a link to a blog post with the full transcript. Have you ever heard of interactive content?
Interactive content refers to content that lets the audience actively participate. Maybe one of your contacts is in a business that compliments yours. Guest features are great for generating new ideas and making valuable connections within your niche. Do you have new open positions in your business? You can write about it in a newsletter. This will help you find potential employees who are already interested in your business. You can send a letter to your list with helpful information on how to use your products or services.
Of course, these kinds of guides vary depending on your business. If you make handmade products, you could include pictures in your guide. Product or service guides work because they help your prospects solve their problems. You could also send an email newsletter with unique and unconventional ways people can use your products or services. Occasionally offering your email subscribers a special sales promotion will help you reengage customers who have not visited your business in a while.
You can also incentivize word of mouth sharing by reminding your subscribers to forward the email and pass along the special offer to their family and friends. Product reviews are a good way to showcase your industry expertise. Not only does inviting your customers to ask you questions build engagement, but it also helps you understand them and their pain points better. Are you getting a lot of questions about your product or service? You can create a frequently asked questions blog post and share it in your newsletter.
Being responsive to your customers is important for the success of your business, and an advantage small businesses have over larger corporations.
Most business owners writing the newsletters are also running the day-to-day operations, so they can get a feel for what to ask for feedback or comments on. Then, in your next newsletter or even on social media, you can address feedback, answer FAQs, and feature positive testimonials or reviews. If you just published a new blog post, you could share it with your list; or you might want to share links to your top three blog posts from the month in your newsletter, with a one- or two-sentence summary for each post.
You could do the same even with older blog posts. Every week, you can decide to send out a list of resources or top-finds for the week. This could include books, articles, videos, tweets, or as stated above, your own blog posts. Not only can you curate content from your business's events, talks, and programs; but you can also share pictures of staff working on jobs or projects or partaking in fun office celebrations to share exclusively with prospects on your email list.
Only a few things will make your subscribers feel that you care about them more than a message from the CEO, owner, or president. It helps you differentiate your business from faceless brands and corporations out there.
Testimonials and case studies are a powerful method of showing people proof that you can help solve their problems. You can share testimonials with prospects on your list who have not bought from you yet. You can easily target these people through email segmentation. You can collect content generated by your product users and share it with your email list.
One easy way to collect user-generated content is by encouraging customers to share their experiences with your business on social media with custom hashtags. A little thank you goes a long way, especially when it comes to customer appreciation.
When you launch a new service or feature, let your customers know through your email newsletter. Use videos of your product or service to demonstrate how to utilize the new offering and explain the associate benefits. Are there some industry opinions or updates for which you have a unique perspective? Are there common myths that need to be debunked? You can either share these directly in your email newsletter or provide a link to the content if it lives somewhere else, such as on LinkedIn or a blog post.
This is a great way to educate your audience while also distinguishing yourself from competitors. Surprise your subscribers by sending them personalized messages and even special offers on their birthdays.
Infuse some fun into it by sharing your favorite show on Netflix, a song on Spotify, or a book from Amazon. You can provide your own recommendations, or, if you conducted a poll, share those of your readers. Now that you know what a newsletter is, the value it adds for both your business and your subscribers, as well as how to write one that gets read, you can use the content ideas in this post to start engaging your audience and winning more customers.
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