E-Newsletters: Content That Converts
Lead nurturing isn’t just about ticking boxes—it’s about creating real connections with your audience. So, what’s the best way to do that? Is it engaging with them on social media? Offering tailored content on your website? Personalized video content? Well, 31% of B2B Marketers say it’s email newsletters, because you are speaking directly to your audience! An email newsletter, unlike social media, ensures that your message will not get lost in the algorithm. In their inbox, it has a very high chance of being seen and read. 99% of email users check their emails every day, some as much as 20 times a day and for 58% of users, it’s the first thing they do when they're online.
So, What Does a Good E-Newsletter Look Like?
A good e-newsletter is a carefully crafted blend of engaging content and a visually appealing layout to capture subscribers attention and convey your desired message.
Here’s what it should include:
A Clear and Compelling Subject Line: A well-crafted subject line entices subscribers to open the email. It should be clear, concise, and ignite curiosity.
Thoughtful Design: A well-balanced combination of images, text, and white space will get people interested. Brand elements such as logos, colours, and fonts should also be consistent.
Engaging Content: Content should be relevant and align with the interests of the target audience. For example:
How-to articles
Trends and industry insights
Customer success stories
Clear Call to Action (CTA): A prominent and clear call to action guides readers to a desired outcome, whether it's clicking a link, making a purchase, or sharing the newsletter.
Common Pitfalls
Not all lead magnets are good—even fewer are great. A quick check can unlock the next level of lead magnet; the one your audience actually wants. Make sure it is:
Overwhelming Frequency: Bombarding subscribers with emails can lead to fatigue and ultimately, unsubscribers. Find a sweet spot (once a week, bi-weekly, monthly, etc.) that keeps you on their radar without becoming a nuisance. Consistency is key!
Lack of Personalization: Anything that feels generic, is generic. When you treat your subscribers as individuals, and not just faceless masses, you make them feel special.
Zero Regard for Mobile Users: In our on-the-go world, ignoring mobile users is not okay. Ensure your newsletter looks great and functions seamlessly on all devices!
Ways You Can Share Your E-Newsletters
Did you know there are ways you can share your newsletter content beyond conventional email platforms?
One approach is leveraging your website by featuring newsletters on dedicated pages. You can also share them on social media through in app newsletter features. Both of these approaches help your content to reach beyond subscribers to a wider social audience.
For some businesses, print newsletters still remain a good option, especially in industries where physical materials have a lasting impact such as non-profit organisations or small local businesses.
Stand Out From the Noise
With social media, blog posts, podcasts, and a multitude of other forms of content marketing out there, it can be easy to wonder if the traditional newsletter still has a place in our lives. But the answer is a resounding yes! Newsletters are still an essential part of any communication strategy.
If you want to share content that won’t get lost in the noise, the e-newsletter is the way to go!
Our team at Bright Light Content understands the importance of cutting through the clutter and delivering content that captivates your audience. We recognize that an engaging newsletter is not just a vehicle for information, but an opportunity to create a memorable and enjoyable experience for your audience. Reach out and let’s help make your digital marketing efforts shine a little brighter!
Sarah Whyte is Bright Light Content’s Copywriter and Brand Strategist. She’s a quick talking, avid reader who delights in noticing big truths in everyday places.
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