If you have not created a company newsletter, now is the time. Emails are one of the easiest and inexpensive ways to reach your current and potential customers. The return on investment is high, and many people prefer that you approach them through email rather than through other methods. So there really is no downside to setting up a monthly email to a list of subscribers.
A newsletter does not have to be fancy, but it must be a thoughtful and polished effort. You could create one in an afternoon, but sending it out would be a disaster. Your customers will judge your company and your “brand” by your communications. A bad newsletter is much worse than having none at all. So, you will need to prepare before launching your first edition. Here are some of the most important considerations for your newsletter effort.
Establish Clear Goals
Decide what you want the email newsletter to accomplish. Are you looking for sales leads, new organization members, and increased website traffic? Your goals will determine most of your other email decisions, including content and design.
Of course, you need people to open your email, but a high number of clicks should not be your only goal. You want the email recipients to click on a link or links, otherwise, your efforts will have been in vain. But you should also measure your success by other metrics such as the following:
- Conversion Rate - The number of people who click on a newsletter link and act on it, such as filling out a form or ordering a product.
- Bounce Rate - The number of email newsletters that can not be delivered.
- List Rate - The rate at which your list of subscribers is growing.
- Unsubscribe rate - The number of people who are unsubscribing from your newsletter.
Before starting your newsletter, decide which metrics you will use to determine your success. That way you avoid an unfocused and unsatisfactory product.
Choose an Email Newsletter Platform or Create it In House
You can begin your newsletter without subscribing to a platform, but investing in one can save you time and money. Or, you may have the capability in-house using your existing staff. You will need to create an email list and keep it updated, which can be time-consuming. Creating a visually appealing design is also vital to your efforts. Sit down with your staff and explore your options before deciding which route is best for you. Cost is a factor but not the only one.
No matter which method you choose, you should try out different formats before launching your first issue. Solicit your staff's opinions. Send it to a few trust clients first. Just take your time and get it right.
Choose Your Content
Generating content requires several steps. First, you need to decide what content you will deliver each month. Like many businesses, you may have each month’s email follow a theme. For instance, January’s issue might address new company procedures and products. June may focus on the fiscal year and the steps every business needs to take. Once you know the theme, you’ll need someone to write the copy for you.
You may balk at this step because you don’t know where to begin. That's why hiring an experienced copywriter makes sense. The writers at Scripted have experience in creating newsletter copy that gets results such as increasing conversion rates and growing your subscriber list. Great copy also keeps your readers from hitting that unsubscribe button. And hiring a professional does not mean you lose control of your newsletter. You can determine the subject, keywords, and data points you want to hit before the writer begins. Then you can ask for revisions so that you will be completely satisfied.
Put it All Together
You will need someone to put your newsletter together. If you don’t pay for an email platform, you can designate someone on your staff to complete this task. Newsletter templates are available online as are free images and logo design apps. Your chosen editor does not have to be a professional as long as they create a quality product. Currently, you can do wonders with basic word processing and design programs.
Whoever takes on this editor’s role will choose the final copy and images and make certain the email is sent out on time. You do need to choose a date for the monthly email and stick to it. You will lose your audience if your newsletter is published erratically. Once a month on the same day is a good approach to take. Let your readers know you are reliable.
You cannot improve your email newsletter unless you get clear feedback. Don’t wait until people unsubscribe before working to improve it. You can get this feedback in several ways, including publishing a brief survey in your newsletter. Your survey should:
- Be short and direct. Only ask a few questions. Too many will discourage readers from replying.
- Align your questions with your goals. If you are looking for a high conversion rate, gear your questions toward that metric.
- Use open-ended questions. Yes/no questions have little value. Questions like “What types of articles would you like to see?” will give you the more detailed information.
You shouldn’t run a survey too often. You might run one after the first few issues and then again once every six months or so. Then gather the feedback and give it serious consideration. If multiple readers are asking for a different format or a change in content, listen to them.
Let Scripted Help
Get your newsletter off to a strong start by teaming with experienced Scripted writers. You can use the platform to solicit ideas and create engaging copy. You can also find writers who will work with you long-term to give your newsletter a clear voice and strong results.
If your copy doesn’t sing, your readers may send your newsletter straight to the trash bin. Instead, let Scripted’s talented writers deliver articles that work. For more information, visit the website today! Begin reaping the benefits of a quality email newsletter.