How to target your ideal customers with digital newsletters
5 ways to create the right content for your audience
This month we talk about digital newsletters as a very effective marketing tool. Regardless of the size of your business, they are an efficient way to reach current and potential customers and easily measure the results of your efforts.
Not sure if sending newsletters is something you need to do? Read 5 Reasons To Consistently Send Newsletters That Will Generate Leads
Before sending newsletters for digital marketing purposes, you need to make sure you are targeting the right people with the right messages.
Here are 5 ways to get started:
1. Identify the objectives of your company’s newsletter.
The first question to ask yourself is: Who are your ideal customers? You need to understand that first and foremost. Ask yourself questions like:
• What weaknesses do my clients have?
• Why do they want what I offer them?
• What are your interests?
If you don’t have customer data to study, start by putting yourself in their shoes. Think like a customer who receives your newsletter – what would you like to see? What would make you open your newsletter?
2. Have a newsletter content plan.
Putting together a content calendar is a must if you want to make sure you’re sending the most relevant emails at the right time.
How else will you remember how many times you have promoted a certain product or shared an article on a topic?
Beyond keeping your email newsletter content organized, a content calendar is great for remembering the holidays, whether you’re targeting customers on Thanksgiving Day or National Donut Day. You can also create monthly or seasonal themes.
3. Think outside the newsletter template.
Today’s email marketing services offer hundreds of template options that you can use when creating your company newsletter.
However, digital newsletter templates can make your readers feel like they are receiving a conventional email rather than a personalized message.
Consider hiring a professional marketing company to design a custom email newsletter template that will make your brand and messages stand out.
4. Track, Refine, Repeat.
All major email marketing services have some form of tracking so that you can measure your email campaign metrics.
This is an essential part of the orientation process, as it gives you valuable information about what your clients love and what they don’t.
For example, if your click-through rate on the “Weekly News” section is disappointing, you can try replacing that content with something else.
If an article you included was opened, shared, and liked by many people, look for related content to include in a future company newsletter.
5. Segment the audience of your newsletter.
Sending different emails to different lists is key to customer engagement. The more you can narrow down the interests and buying habits of your audience, the better.
Sending customers who have just bought your product an email promoting that same product is not a good use of your time or theirs. How about we show them an accessory of the product they have purchased or a thank you email with a promotional code?
A professional marketing company can take care of setting up, scheduling, and delivering unique content to targeted lists. Contact us today for help creating effective newsletters for digital marketing.
What are your experiences with sending digital newsletters?