Write and Send Open-worthy Newsletters: Beyond the Basics

Introduction

Your company newsletter is a direct line to people who've already shown interest in what you offer. It's not simply about pushing content—it's about building relationships that convert.

Effective newsletters deliver valuable information that subscribers look forward to receiving. They keep your audience engaged, drive traffic to your website, and ultimately boost your bottom line.

This guide will walk you through creating and managing impactful newsletters. You'll learn how to:

Craft content that resonates with your audience
Grow and maintain a healthy subscriber list
Turn your newsletter into a powerful tool for business growth

Whether you're a small business owner venturing into email marketing or a seasoned pro looking to refine your strategy, you'll find actionable insights here. Let's dive into the world of newsletter marketing and start building those lasting connections.

The Value of Company Newsletters

Build Lasting Connections

Newsletters offer a unique opportunity in the digital marketing landscape. They provide a direct line to an audience interested in your brand. This is not shouting into the void; it's having a conversation with people who want to hear from you.

By consistently delivering valuable content, you're not just sending emails but building relationships. Your newsletter becomes a trusted source of information, helping you maintain and deepen connections with your customers. It's like having a friendly chat with your audience through their inbox.

Benefits for Businesses

The power of newsletters extends beyond just keeping in touch. They're a vital tool in your online brand marketing arsenal:

Increase engagement: Newsletters keep your brand top-of-mind. When subscribers regularly see your name in their inbox, they're more likely to think of you when they need your products or services.
Improve brand loyalty: By providing consistent value, you're building trust. Subscribers begin to see you as an authority in your field, strengthening their loyalty to your brand.
Boost website traffic: Newsletters drive traffic to your website and blog. By including links to your latest content or product pages, you're giving subscribers a reason to visit your site, enhancing your overall digital marketing strategy.
Cost-effective marketing: Compared to other forms of advertising, email marketing through newsletters offers an excellent return on investment. It's a budget-friendly way to reach your audience directly.
Measurable results: Tools like MailerLite allow you to track opens, clicks, and conversions. This data helps refine your content marketing strategy, ensuring you're always improving your approach.

Your newsletter is a valuable asset, serving as a potent instrument for fostering and strengthening customer relationships. When executed adeptly, it has the potential to emerge as one of the most impactful channels in your digital marketing toolbox.

How to Write Newsletters that People Read

Know Your Audience

Creating newsletters that people want to read starts with understanding your audience. Here's how:

Identify subscriber interests: Use surveys and website analytics to uncover what your audience craves. Don't forget to dig into your past engagement data—it's a goldmine of insights.
Check online communities: Explore places like Reddit, industry forums, or social media groups where your audience hangs out. These virtual watercoolers can reveal trending topics and burning questions in your niche.
Segment your email list: Group your subscribers based on their interests, behavior, or demographics. This lets you serve up content that's right up their alley, making your newsletters more relevant and engaging.
Analyze and refine: Monitor engagement metrics closely. Use this data to fine-tune your content strategy and improve your newsletters with each send.

Never be Boring

Your newsletter should align with your overall digital marketing strategy while providing value to your readers:

Make your content work for you

Your newsletter serves a purpose beyond entertainment; it is essential to your business strategy. Visualize the impact you want to create. Are you trying to boost sales, get your name out there, or show off your expertise?

Whatever your goal, make sure your newsletter content is helping you achieve it. Every article, update, or tip should move your audience toward their goals.

Don't be that brand

Sure, your newsletter is about your business, but nobody likes a non-stop sales pitch. Try to follow the 80/20 rule: 80% of your content should be stuff your readers will find helpful or interesting, and only 20% should be about your products or services.

It's like having a conversation - you want to give more than you take. This way, when you talk about what you're selling, your readers will likely listen.

Mix it up with a variety of content types

Informative articles related to your industry
Company updates or behind-the-scenes peeks
Product highlights or special offers
User-generated content or customer stories

Optimize for Readability and Engagement

Attention spans are short. Make your newsletter easy to read and engage with:

Write clearly and concisely: Use simple language and short sentences. Write as if you're having a conversation with your reader.
Structure for scanners: Use headers, subheaders, and bullet points to break up text. This makes it easy for readers to find information that interests them quickly.
Visual appeal: Incorporate relevant images, infographics, or GIFs to make your newsletter visually engaging. Just ensure they add value and don't clutter the layout.
Mobile optimization: Many people read emails on their phones. Ensure your newsletter looks good and functions well on mobile devices.
Strong call-to-action (CTA): Include clear, compelling CTAs. Whether it's "Read More," "Shop Now," or "Share Your Story," make it easy for readers to take the next step.

By focusing on these elements, you'll create newsletters that get opened and read and provoke action.

The goal is to provide value to your subscribers while supporting your content marketing efforts. With each newsletter, you build a stronger connection with your audience and enhance your overall digital marketing strategy.

Now, let's examine the practical side of managing your newsletter. With the right approach, it can be straightforward and effective. We use MailerLite as our newsletter platform, so we'll reference that.

Set Up Your MailerLite Account

Set up Your Account: Sign up for an account and import your subscriber list. It's as easy as uploading a spreadsheet.
Make it pretty: Design custom email templates that match your brand. MailerLite's drag-and-drop editor makes this easy, even for non-designers.
Automate: Set up automation workflows. These send emails to you based on specific triggers. For example, you can welcome new subscribers, wish customers happy birthdays, or nudge people who haven't opened your emails in a while.

Best Practices for Email List Management

Your email list is the heart of your newsletter. Here's how to keep it healthy:

Keep it clean: Regularly update your subscriber list with verified emails. We use Hunter to remove outdated or incorrect email addresses.
Double-check new subscribers: Use double opt-in for new subscribers. It's an extra step, but it ensures you only email people who want them.
Say goodbye to ghosters: Regularly remove inactive subscribers. If someone hasn't opened your emails in months, it might be time to let them go. It's not you, it's them!

Ensure Deliverability and Compliance

Now, let's make sure your emails reach your subscribers (and keep you out of trouble):

Play by the rules: Follow email marketing regulations like GDPR and CAN-SPAM. It sounds boring, but it's crucial for your online marketing efforts.
One size doesn't fit all: Optimize your emails for different devices and email clients. Your newsletter should look good whether it's opened on a smartphone or a desktop computer.
Keep score: Monitor your deliverability rates. If you notice a dip in deliverability, it might be time to tweak your strategy. Maybe your subject lines need work, or you're sending too frequently.

Mastering these technical aspects is critical to a successful email marketing strategy. It might seem like a lot at first, but once you get the hang of it, you'll run your newsletter like a pro. And if you ever get stuck, Lumikha's digital marketing team is always here to help!

Your newsletter can always perform better. Intelligent digital marketing means constantly fine-tuning your approach. Here's how to measure and boost your newsletter's impact:

Key Metrics to Track

Think of these metrics as your newsletter's report card:

Open, click-through, and conversion rates: These metrics tell you if people are reading your emails and taking action. Low numbers? Time to spice things up!
Subscriber growth and churn: Keep an eye on how many new subscribers you're gaining and how many are leaving. It's like watching your fan base grow (or shrink).
Revenue generated: If your newsletter makes you money, you're doing something right! Track this to see how your email marketing efforts contribute to your bottom line.

A/B Testing for Optimization

Here's where you get to play scientist with your newsletter:

Mix it up: Test different subject lines, content types, and send times. Maybe your audience prefers emojis in subject lines, or perhaps they're night owls who read emails late.
Learn and adapt: Analyze your results and use what you learn. Did more people open your email when you sent it on Tuesday instead of Monday? Make the switch!
Keep at it: Refining your newsletter strategy is an ongoing process. What works today might not work tomorrow, so keep testing and improving.

Remember, these numbers aren't just for show. They're tools to help you create a newsletter your subscribers will love. Regularly checking these metrics and running tests ensures your newsletter remains a vital part of your online marketing toolkit.

Conclusion

Effective newsletters are potent tools in your digital marketing arsenal. They build lasting connections with your audience and drive real business results.

Here are the key things to consider for email newsletter:

Craft content that resonates with your readers
Optimize for engagement and readability
Use technical best practices to ensure deliverability
Continuously measure and improve performance

Your newsletter isn't just another marketing email—it's a direct line to people who've shown interest in your brand. Use it wisely, and you'll see the impact on your bottom line.

Start or revamp your newsletter strategy with Lumikha Teams today. If you need expert guidance, we're here to help you create newsletters that engage, convert, and grow your business.