When done correctly, an email Newsletter Content is one of the most effective ways to stay in touch with your customers and prospects every month. Your business also needs to have a sustainable marketing plan and website to help get more leads and traffic to your site.
Anyhow, we’ve all received the half-hearted, watered-down lists of promotions from companies we barely remember, and we know how easy it is to phone it in and border on spam. To avoid becoming more of a nuisance than a value-add to someone’s inbox.
Let’s look at the type of content that can provide actionable insights for your readers.
1. Expert insights on the news in the industry
Your customers are looking to you for expertise. They want you to be the problem solver and to point them in the right direction with insights on recent events in your industry.
Let’s say you’re an MSP who offers IT solutions. We live in an age of near-constant technological threats, especially toward businesses. Malware, incursions, data breaches, and new regulations are on companies’ minds since they deal with data more than physical goods.
A weekly or monthly column of related topics that provide careful consideration about things like new regulations being considered by Federal and State Governments, the impact of recent breaches faced by companies, or new malware threats can help position you as an industry expert.
2. Case studies and testimonials from happy customers
Social proof is a powerful marketing tool that can help showcase your success stories. An email newsletter is a great place to show what you are capable of doing and how it has impacted the businesses you help.
The strategy should be positioned as a resource for the reader and not just another marketing piece. Identify common problems faced by your customers that will resonate in a mass mailing. Focus on the customer’s story in your case studies and not just what you did for them. They are the hero of this story.
By showcasing what your customers have accomplished (with your help), you illustrate what readers could experience if they take advantage of your services.
Another way to include social proof in your newsletter is to share your Customer Satisfaction (CSAT) scores and Net Promoter Scores (NPS), highlighting people’s positive comments about your company.
3. Fun and creative visual content
In a technical industry, for example, it can sometimes be challenging to communicate the significance of a particular subject to non-technical readers, specifically if it’s a boring topic. Visuals can help overcome the obstacle of dull content, especially with Infographics. It’s a powerful way to convey an important message that resonates with a wider audience.
Infographics can be created with relative ease using free tools like Canva, which offer drag and drop templates. Whether it’s customer data, the potential impact of a recent threat that impacts your niche, or the benefits of a specific service, visualizing the data is a highly effective way to convey dense information.
Also, infographics are useful for other channels like your blog and social media.
4. Promote live events
If you attend local business events, make sure your contacts know in an email that you will be there. If a member of your executive team will be speaking or sits on a board for a local business or business group, highlight what that entails.
Beyond existing events, you can use a newsletter invite for your subscribers to live content specifically for them. Webinars can be powerful and are straightforward to set up and run. You can gather a large number of people from your subscriber’s list with similar interests and share high-value information with them.
Whether it’s an upcoming update that your customers need to know about or a run through or your core value proposition with prospects, invite people to digital events using your newsletter list.
Email can have a high Return on Investment (ROI)
Your email list has a combination of customers, recent prospects, and inactive subscribers. Through regular communication, you can provide value to customers, keep prospects engaged during the sales cycle, and re-engage idle contacts who might have new needs about your services that you wouldn’t know about. The combined value of building awareness and providing value in your Newsletter Content can generate new leads and support your ongoing sales efforts with existing ones. Take advantage of that innate value to get the most out of your list, and build a more solid and effective marketing strategy.
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