This is an essential point to define your company’s online presence. You know that email marketing is a decisive step, you have purchased a profile useful for your purpose on Mailchimp or Mailup, now you have to face the next step: how to write a business email? In this case, you have to put all your copywriting skills into play.
The newsletter has a different power than any medium, it can reach the user in a special place. That is to say the mailbox, a reserved corner that forces the individual to a concentrated reading, dedicated to the message. It also requires another step: whoever receives the content has asked to subscribe to the list.
So he expressed a specific desire: I want to read your content. Often the lists are enriched through solutions that are not always linear, this is true, but they are not solutions that concern us. Those who play fair get good results over time. You have a good email marketing program, you have given quality content in exchange for emails so the agenda is full: how to write a company newsletter?
Define an email marketing strategy
This is the starting point for every activity, I’m sorry to repeat it but that’s it: to understand what to write in a newsletter you must first insert this tool in a complete strategy. What are emails for? To retain the readers of the blog. A blog (short for “weblog”) is an “online newspaper”, or informational website, which displays information in reverse chronological order, with the latest …corporate?
It may be a good idea, in this case, you think about a certain type of content. Do you want to sell products or services? Perfect, this is a different solution.
So, before understanding how to write a newsletter it is right to define what it is for. You can manage emails to maintain a connection, or you can use messages to do lead nurturing. Lead nurturing is the automated process of sending personalized and relevant content to leads, prospects, and customers at each stage of the process of …. And feed potential customers with specific content such as case studies, white paper. A white paper is an information document, usually issued by a company or a non-profit organization, to promote or highlight the characteristics of a solution, of …, webinar. A webinar is a live virtual event that runs online. It is an educational or instructional session that includes audio and visual communication … and presentations.
Establish an editorial calendar for the newsletter
How to inscribe a company newsletter? By precisely manipulating the times. Because one of the primary causes of abandonment is precisely this: excessive publication. On the other hand, if you don’t maintain relationships, the members risk getting the opposite result: little involvement, little attention.
As you can read in this graphic, the excessive amount of newsletters is the reason that pushes people to abandon the company newsletter. So you have to focus on careful and never improvised planning. What does this mean? How many emails to send in a month?
There is no certain answer, in the sense that this data can vary according to the type of company and the message. The fundamental rule is this: you have to do some tests, some attempts. Only through testing can you have a clear answer. This is also about the best days and the ideal time to send – empirical evidence gives you the answer. Instead, what you need to consider is the topic of the newsletter.
You know that commercial content, based on sales, can be considered too intrusive. Look at the other reasons that lead the user to abandon the newsletter: they concern about the contents. They are not relevant, they do not represent what I expect. On the other hand, a discount is always nice, especially on a specific date. That is why it is imperative to have an editorial newsletter calendar. I usually adapt the one I use for blogging, you can download it here: editorial calendar template in Excel.
What to write in a newsletter
As suggested, there are several reasons for writing a corporate newsletter. Because it is the very nature of the company that has different communication objectives. So to answer this question – what to write in a newsletter – you must first consider the goal of sending. They can tell you four.
One of the pillars of the company newsletter. You can use this tool to increase blog visits and drive visits to your content. I am not referring to the daily update via email, in this case, you can use the RSS feed and the Feedburner function, but the sending through reasoned summary emails.
With an introduction, a title, and an image: 5 boxes with links to the article to give the registered people clear indications on the contents to read. You can do the same thing for a single important post, for more emphasis.
Collection of resources
One of the most interesting contents for those who do business email marketing. You cannot always produce content to be shared exclusively on the newsletter, so you can make collections of resources taken from the web and which refer to something useful. Those involved in web marketing, for example, can find the best SEO tools: at this point, it will be your ability in content curation to make the difference.
This is a decisive aspect of business email marketing. How to write a successful newsletter? Focus on special content, on gifts that you can package and give. In these cases, you can work well with segmentations and do content marketing around the needs of the audience. What to give in a newsletter?
- An unpublished article.
- An ebook you wrote.
- A slide presentation.
- A video or webinar.
- A case study or white paper.
The concept is simple: you need to make your asset special. Seriously. How long did it take you to create that ebook? And the presentation? Is the video valid? The concept of the gift must be taken to the extreme if you want to reap good results. Otherwise, your document will conclude up in the common PDF folder to read.
Here you have to focus on sales and send offers, or perhaps discounts with a coupon to be exploited at certain times. I don’t hide from you that commercial content risks becoming a problem: people hate these solutions when they become insistent, and when they are taken out of context. Dilute this work in content, do not storm those who have subscribed to the newsletter with continuous requests for attention to the sale.
How to write a successful newsletter
The first point to respect: you cannot send a newsletter from any e-mail program (such as Gmail). Do they cost? They have a price. Price is the amount of money required for a product or service. In a broad sense, the price is the sum of all …high? As part of the business, email marketing is one of the most effective strategies for selling online. So you have to be willing to invest.
What are the crucial components of a great newsletter? First of all: the email subject. The reason is simple, this content string introduces what the reader will need to read. So if you want to get good results you have to convince yourself to click. What are the rules of an effective email subject?
In particular, you have to insert the most important aspect of communication at the beginning, in this way those who read from the mobile phone can understand what are the advantages of the message. One more point: avoid all words that could be defined as spam and don’t brag about something you don’t offer. The first click passes, then people will trash you mercilessly.
Look after your identity
Make sure that the identity of the sender of the newsletter is always visible (I insert a box at the end of the email to explain who I am) and set up your email marketing program to recognize the name of the contact: the personalization of the content it’s important, but make sure everything is working right. Receiving a message starting with “Hello username” is not the best.
Text and image of the newsletter
The newsletter must be a thoughtful balance. Images are important, but do they make sense? Do they help contextualize the content? What works for a blog post or one landing page. Landing Page (translation: landing page) means a page specially created to convert site visitors into leads (contacts) or customers, often after having …applies to the newsletter: it all depends on the purpose of the message. Here are some tips.
- Simplify, write the right.
- Evaluate the tone of voice.
- Take care of the readability of the text.
- Insert beautiful images.
- Use I call to action. A Call to action (translation: call to action) or CTA is an instruction to the public aimed at provoking an immediate response. In this, an imperative verb like … is usually used. button.
If you have actions to convey, this is the way to go: call to action buttons can make a difference, the same goes for images. If they are added at random they become obstacles to reading, especially from mobile, but if you are selling a holiday in Thailand and insert a photo of a beach the difference is evident.
Examples of corporate newsletters
The examples are endless, you can browse dozens of business emails to figure out what to post in these messages. h.
Of course, there is no defined pattern. You can take advantage of visual work if you can work with photos and images, you can focus on the text if you want to communicate differently. What matters is the data analysis. Once again I want to give a clear message: there is no single way of doing insurance email marketing, it is the empirical observation that gives you significant signals to understand what the customer likes and dislikes.
Your personal experience
How to create a company newsletter? Good question. I usually think around the categories I have listed for you (blog articles, special content, collections, and promotional content) being careful not to get bored. The best way to write a newsletter over time is to make sure people are happy to receive it, they have to wait for your job. Do you have any advice to add?