When was the last time you thought about your strategy for your company newsletter?
Sure, it’s not exactly a flashy new concept in email marketing. But your newsletter is still one of the best ways to keep your customers and fans informed and up to date. And there are a lot of ways in which you can make sure your newsletter is an effective and impressive representation of your brand—particularly if you’re a marketing automation user. Let’s take a look.
Step 1: Build Your List
Send your company newsletters as list emails; anyone who subscribes to your newsletter should be placed on a list specifically for that purpose. And while we’re getting the less-fun topics out of the way, do make sure that the recipients of your newsletter have actually opted in to this communication. After all, sending your company newsletter to people who don’t wish to receive it isn’t going to benefit you in any way—and places you at high risk for spam complaints.
Step 2: Choose Your Template
Now for the fun stuff! Unlike lead nurturing emails, which are best in rich-text, your newsletter template can be fun, attention-grabbing, and graphics-heavy. Check out the excerpt below (also featured in our Email Design Lookbook from last year) from Pardot customer Twilio. The layout is well-organized, visually appealing, and easy to navigate, and although it’s very light on text, they’ve still worked in a significant amount of content. Not ready to take on designing something like this yourself? Check out the pre-formatted templates included with your marketing automation platform, and pick something that lends itself well to visuals.
Step 3: Optimize Your Content
Like any email you send, you want to give your newsletter the best chance possible to be opened and read—let’s face it, if you’re sending out newsletters like the one above, you’re probably investing a significant amount of time in this initiative. Take time to ask yourself the questions below, and check out the suggested resources for best practices advice!
- How can I create a compelling subject line for my newsletter? Helpful read: The 12 Dos and Don’ts of Email Subject Lines
- Do I have links that will lead readers on to my content and website? Are they near the top of the newsletter? Helpful read: 7 Tips for that Perfect Call to Action [TIP SHEET]
- What’s the best time to send my newsletter? Helpful read: Email Marketing: Timing is Everything
Step 4: Think Outside the Box
Make your newsletter unique to your audience! In addition to highlighting helpful content, new features, and upcoming events, look for ways to include your customers. Spotlighting your customers’ success is a great way to give them some exposure as well as highlight success stories with your product and inspire other users. Or, see what Wistia has done below with highlighting some of the top posts and comments in their user community.
Looking for more examples of best-in-class emails? Check out our Email Design Lookbook for some of the best stuff we’ve seen! And be sure to share your thoughts in our comments section.