The newsletter still reigns supreme

20 May 2022

Newsletters might be one of the oldest forms of marketing still in use today. For centuries, leaders and merchants have been summarising news and offers, announcing it through newspapers, letters and notice boards. Today, we receive the same type of messages in our inboxes and social feeds. But even if the method seems to stand the test of time, the format is constantly forced to reinvent itself to survive. The Link spoke to Annie Hammar, digital marketer at British Newsletters, about current trends and the keys to successful email marketing.

What is it about newsletters constantly making comebacks? While many other forms of marketing may come and go, newsletters seem to adapt to the times they operate in, and, ultimately, survive. Is it due to its simple, yet efficient, concept? A short summary that you receive in the way you find most convenient – be it by traditional post, email or social media.

Annie says that one key strength of newsletters is precisely that – the simplicity. They are easy to customise, both in terms of content and means of delivery, all while giving the sender an opportunity to interact with the receiver in a personalised way. “Newsletters can help you engage with your customers and get to know them a bit better. Ultimately, you can make your newsletters feel more personal which, in turn, will make the communication more efficient.”

There are many reasons to aim to create personalised content. Research show that 80% of consumers are more likely to make a purchase when brands offer personalised experiences, and 99% of marketers say personalisation helps advance customer relationships, with 78% claiming it has a “strong” or “extremely strong” impact.
With many businesses wanting to seem contemporary, or up-to-date, they might prioritise channels like social media over more traditional means of communication. But Annie thinks the most successful strategy is to use different channels for different purposes. That way, you can leverage the advantages of each one of them. “It’s always a good idea to include different communication channels in your marketing strategy.

Being active and engaging on social media is a great way to keep interactional communication alive, but it’s just as important to remember that your target audience might want to take part of different types of information. Newsletters make it possible to segment your customers into different groups so that you can send the right message to the right person”, she says and continues. “You can have a lot of followers on social media, but they might follow you for other reasons than being interested in your services. The customers that have signed up for your newsletters are more likely interested in buying your products, and can generate actual leads.”

But even if the recipients have signed up to receive your newsletters themselves, you should avoid sending too many of them. Doing this the wrong way could lead to your emails ending up in the spam folder, or, even worse, giving potential customers a negative view of your brand. According to Annie, this can happen if you don’t know how to plan your campaigns properly. “Email marketing has gotten a bit of a bad reputation due to businesses using a so-called spam strategy – they fill their customers’ inboxes with offers and information every other day. This strategy makes the receivers tired of having a constantly full inbox, which likely will make them unsubscribe. I believe that no one enjoys this kind of forced communication, but if you plan your campaigns and make sure that you communicate relevant information, you’ll find the strategy very effective!”

To increase the likeliness of a successful strategy, and avoid spamming your customers, Annie recommends focusing on personalisation. “As the digital society continues to grow, it is important than ever to keep up with new trends. I would say that the key trends for successful newsletter marketing in 2022 are personalization, user engagement, and interactivity.” Annie says and shares a few of her best tips to achieve a successful marketing campaign.

5 keys to create successful newsletters

1. Group, categorise and target
The best way to create a successful strategy for your newsletters is to start with dividing your customers or audience into different groups based on their interests or made purchases. By doing this, you get a hold of your customers’ interests and what information is relevant to them. Make lists for your specific groups and send targeted, personal and relevant emails to your customers.

2. Plan your time
After you’ve segmented your customers into different lists, you can start planning what to write. Make a list of the most important things and topics you want to communicate during the year. Sort the topics after specific seasons, and decide which customer should receive what information. This strategy is great when planning specific sales campaigns or communicating news about your company or organisation.

3. Plan your content
The most important tip is to always go through your letter to assure that the content is relevant for your readers. You should always try to write your newsletters from your readers’ point of view, which will make the delivery of your message more effective.

4. Cut to the chase
The right copywriting can give you good leads on your newsletters. Try to communicate the main message as early as possible, to make sure that your receivers will continue reading, and write informative titles to help the reader navigate through your newsletter.

5. Call to action
Always include link to your webpage or other platforms to guide your readers to further information. Include prompts, or “CTA:s” (Call to actions), to encourage the audience to engage. Make it easy for your readers to become customers, by converting to your website through links and buttons.

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