Email newsletters have been around for as long as newsletters have existed. Even though the technology for creating and distributing digital newsletters has changed drastically in the past few years, newsletters are still a great way to reach your target audience and promote a variety of different services or products. Small business owners can use email newsletters to get their name out to potential customers and other small business owners. Here are five ways that small business owners use newsletters to drive traffic and conversions on websites and increase customer lifetime value:
Offer Great Content
One of the most important aspects of a successful email newsletter is offering great content. People don’t want to receive emails that are filled with irrelevant or boring information. Instead, they want to receive emails that offer value and engage them. When creating an email newsletter for your small business, make sure to provide content that is informative, interesting, and useful to your target audience.
To offer great content, start by understanding your audience. Research their needs, interests, and pain points. Use this information to create content that addresses their specific challenges or provides solutions to their problems. For example, if you run a small business that sells fitness products, your newsletter could include tips on staying active at home, healthy recipes, and workout routines. By providing valuable information, you establish yourself as an expert and build trust with your subscribers.
Another way to offer great content is by including multimedia elements in your newsletters. Instead of just using plain text, consider incorporating images, videos, or infographics. Visual content can help break up the text and make your newsletter more visually appealing. It can also help convey information in a more engaging and easily digestible way. Just make sure to optimize the file sizes of your multimedia elements to avoid slow loading times.
Lastly, make your content easily scannable. Most people skim through emails rather than reading every word. Use headings, subheadings, and bullet points to organize your content and make it easier to scan. This way, even if someone only spends a few seconds looking at your newsletter, they can quickly grasp the main points and decide if they want to read further.
Create a Simple Format
In addition to offering great content, it’s important to create a simple format for your email newsletters. A cluttered and confusing design can deter readers from engaging with your content. Instead, aim for a clean and organized layout that is visually appealing and easy to navigate.
Start by choosing a responsive email template that is compatible with different devices and email clients. This ensures that your newsletter looks good on desktop computers, laptops, tablets, and mobile devices. Many email marketing platforms offer a wide range of pre-designed templates that you can customize to match your brand.
When designing your newsletter, consider the use of white space. White space refers to the empty space between elements in your design. It helps create a sense of balance and makes your content easier to read. Avoid overcrowding your newsletter with too many images, text, or graphics. Instead, leave enough space around each element to give your readers’ eyes a break and allow them to focus on the most important information.
In terms of typography, choose fonts that are easy to read. Stick to standard web fonts, such as Arial, Times New Roman, or Open Sans. Avoid using decorative or script fonts that can be difficult to read, especially on smaller screens. Keep your font sizes large enough to ensure readability, especially for mobile users.
Lastly, don’t forget to optimize your email newsletters for accessibility. Consider using alt text for images to provide a text description for visually impaired subscribers. Also, make sure your links are easy to click, and your call-to-action buttons are large enough to tap on mobile devices.
Build a Regular Schedule
Consistency is key when it comes to email newsletters. By building a regular schedule, you establish expectations with your subscribers and keep them engaged. Determine how often you want to send out your newsletters and stick to that schedule.
When deciding on a frequency, consider the type of content you have to offer and your subscribers’ preferences. Sending newsletters too frequently can overwhelm your audience and lead to increased unsubscribes. On the other hand, sending newsletters too infrequently can cause your subscribers to forget about your brand or lose interest. Aim for a balance that keeps your subscribers informed and engaged without overwhelming them.
To build a regular schedule, create an editorial calendar. This calendar helps you plan and organize your content in advance, ensuring that you have a consistent flow of newsletters. It also allows you to align your newsletter content with your overall marketing strategy and any upcoming promotions or events.
When creating your editorial calendar, consider the timing of your newsletters. Pay attention to the day of the week and the time of day that yields the highest open and click-through rates. Experiment with different send times and analyze the performance of your newsletters to determine the optimal timing for your audience.
Provide Value-Add Services
To make your email newsletters even more valuable to your subscribers, consider providing value-add services. These services go beyond simply sharing information and can help differentiate your newsletters from others in your industry.
One value-add service you can offer is exclusive discounts or promotions. By giving your subscribers access to special offers, you incentivize them to stay subscribed and engage with your content. This can also help drive traffic and conversions on your website as subscribers take advantage of the discounts you provide.
Another value-add service is personalized content. Use the data you collect from your subscribers, such as their preferences or purchase history, to customize the content you send them. For example, if you run an online bookstore, you can send personalized book recommendations based on their favorite genres or authors. Personalization makes your newsletters more relevant and increases the chances of your subscribers finding value in them.
Additionally, consider incorporating interactive elements into your newsletters. This could include surveys, quizzes, or polls that allow your subscribers to actively participate in your content. Interactive elements not only make your newsletters more engaging but also provide you with valuable data and insights about your audience.
Lastly, make sure to include clear and prominent calls-to-action (CTAs) in your newsletters. CTAs prompt your subscribers to take a specific action, such as visiting your website, making a purchase, or signing up for an event. Use compelling language and design your CTAs to stand out from the rest of your content. Including multiple CTAs throughout your newsletter increases the chances of your subscribers converting.
Use Paid Advertising
While organic reach is important, using paid advertising can significantly boost the effectiveness of your email newsletters. Paid advertising allows you to reach a wider audience and target specific demographics or interests. By investing in paid advertising, you can increase your newsletter sign-ups, drive traffic to your website, and ultimately increase conversions.
One effective paid advertising strategy is to use social media ads. Platforms like Facebook, Instagram, and LinkedIn offer robust targeting options that allow you to reach your ideal audience. You can create ads that promote your newsletter and encourage people to sign up. Experiment with different ad formats, such as images, videos, or carousel ads, to see what works best for your small business.
Another paid advertising strategy is to collaborate with influencers or industry experts. Find influencers or experts in your niche who have a large following and can promote your newsletter to their audience. This helps you tap into a new audience and gain credibility by association. Consider offering the influencers or experts a commission or incentive for every new subscriber they bring in.
Additionally, consider investing in search engine marketing (SEM) or pay-per-click (PPC) advertising. These strategies involve bidding on keywords related to your small business and displaying your ads at the top of search engine results pages. When someone searches for a keyword related to your business, your ad appears, increasing the chances of them clicking through to your website and signing up for your newsletter.
Conclusion
Email newsletters are a powerful tool for small businesses to connect with their audience, build brand awareness, and drive traffic and conversions. By offering great content, creating a simple format, building a regular schedule, providing value-add services, and using paid advertising, small business owners can maximize the effectiveness of their email newsletters. Remember to continually analyze the performance of your newsletters, experiment with different strategies, and adapt to the evolving needs of your subscribers. With a well-executed email newsletter strategy, your small business can achieve significant growth and success.