Lindsey Rayner appointed Managing Director of marketing agency Levergy
She brings extensive experience as a senior agency executive and has a particular interest in sports sponsorship and passion-led marketing
NEWSLETTERS
How to ensure your corporate newsletter packs a powerful punch
By our News Team | 2023
Newsletters can be a great way to inform clients and connect with your audience. But have a strategy and don’t leave it all to Chat GPT.
Depending on your marketing goals, newsletters can be a good way to gain and retain customers, or convert existing subscribers into clients.
Nadia Moore of Flow Communications, an Africa-focused marketing and communication agency, has several tips on how to create a successful email-based newsletter.
Photo by Cottonbro Studio from Pexels
Develop a strategy
Start the process with a strong plan of action. Ask yourself questions like:
- How many newsletters will I send out in a given period?
- What time will each one go out and on what date?
- How many articles will go into my newsletter?
- Will there be a theme to each or all of them?
- What do I hope to achieve with each newsletter?
Implementing a solid newsletter strategy is the first step in creating excellent content for your subscribers.
Be sure to be real
Nobody wants to get a newsletter that reads like ChatGPT threw it together at the last minute – you owe your audience more than that. Be authentic in your writing. You know your market, so take the time to plan the content of your email and write it yourself.
Have an impactful subject line
Your brand’s newsletter will be one of many unopened emails sitting in your subscriber’s inbox. Your subject line needs to stand out and encourage the intended reader to pause and open the email. It’s also a chance for you to showcase your brand’s personality.
Bear in mind that a long subject line may cut off on a mobile device, for example, meaning the full message is lost.
Know your brand
Are you a brand that uses busy, colourful animated images – or more conservative classical lines? Be consistent and stick to your brand’s corporate identity.
Remember that the banner will be the first thing people see when opening the newsletter, so make it work for you. Also give the rest of the newsletter design ample consideration.
Treat buttons like your friends
Make optimal use of your newsletter call-to-action (CTA) buttons. These are an excellent way to move readers from their inbox to:
- Your website.
- A landing page.
- Your social media accounts.
- Into a conversation with your company.
Design your buttons to stand out, and really think about how you label them.
Also, think about using an email digital tools like Campaign Monitor or Mailchimp to do the heavy lifting when it comes to the distribution of your emails.
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