Email Marketing Newsletters For Your Business
October, 2021
Yancey Red loves herself some email marketing. Newsletters are quite alive and doing well in our modern marketing world. Regular email communication, when executed respectfully and with your target audience in mind, is actually still a thing. While the nature of email marketing has changed in the last 10-15 years, the fact remains that folks still appreciate receiving communications via email when they are interested in what you are offering.
Keep Your Email Marketing Modern
Modern email newsletter templates are designed to be visually interesting, responsive, easy-to-read, and enjoyable to receive. Upfront, your email marketing strategy should include:
Design a consistent look and feel of your email template
Sync email messages with your larger company content calendar. For instance, blogs, social media posts, company updates, press, etc. should all be synched.
Develop a “when-to-send” and “why-to-send” strategy. Important so you know why you’re doing what you’re doing.
An email newsletter is an opportunity to stay in regular contact with clients and your potential clients who wish to receive updates. But Yancey wants you to ask two critical questions:
What’s in it for them?
How do we keep your emails from being labeled “spam”?
Keep Your Email Newsletter Ethical
Ethics is a big deal at our agency. We use marketing ethics as our foundation in how we grow our customer’s social media, how we write blogs for our clients, and we use ethics to build our newsletter email marketing strategy. If you automatically opt your customers into your newsletter, you’re going to have some attrition — it’s the nature of business and it doesn’t feel good to the people forced into your newsletter. Not everyone is going to want to hear from you. That’s where you need to work to ensure the following:
Your email newsletter messages must be relevant to your audience and their purchasing interests and needs.
Your messages will probably be either seasonal or topical, to help customers adopt and adapt to changes.
For example, if you are an office supply store in the time of COVID-19, no doubt your customers appreciate receiving email updates related to PPE, cleaning supplies, Plexiglas separators, and other news/items that help them return to work, and reopen their places of business.
Steer Your Email Marketing Toward Social Media
Beyond the “when” and “how,” your email newsletter communications should help steer people toward your social media platforms, where they can find more relevant, long-form information. This will, in turn, help generate site traffic and give your customers easy ways to share information with others who may not know about your business. Social media is the ultimate touchpoint in marketing.
When you understand your when and why around sending email newsletters, you’ll have a better grasp of how your newsletter should look and feel. Of course, you must keep it interesting. And if you run out of steam, Yancey Red is here to help.