By Emma Jones, Designer, asabell.
Newsletters are often the bread and butter of a successful B2B marketing strategy. But that doesn’t make them easy to get right — as Emma explains.
Newsletters are a fantastic way to keep in touch with your clients and customers. Need to notify people about what’s happening at your company? Newsletter. Want to show off your latest deals? Newsletter. Fancy promoting the best of your blogs? Newsletter. You get where this is going…
So we know newsletters are versatile. But to create a newsletter that’s really effective you need top-notch content. We have plenty of great blogs focused on creating that content — but for the purpose of this blog, I’m going to assume you’ve got a whole bunch of great blogs, infographics, SlideShares, white papers and case studies ready to go.
So, to make sure your newsletters are as good as they can be, here’s a handy list of dos and don’ts.
Make it relevant
Your newsletter needs to meet the expectations of the reader and give them something of value. If your content is neither relevant nor valuable, no amount of design can help you.
Give a good first impression
First impressions are important, and in a newsletter, the first impression is in the subject line. In my experience, the trick is to keep it straightforward, yet compelling. Show your reader exactly how they’ll benefit from reading it.
Your newsletter is another opportunity to show off your brand, so make sure its design reflects your company.
Clarity is key
Don’t fill it with so much ‘stuff’ that it overwhelms your reader and obscures your message. I find that a neat, minimal approach is best for highlighting your key points.
Don’t waste people’s time
Time is becoming an ever-more scarce resource for many, so the last thing you want to do is waste it. Present your information in a quick and easy-to-read format, and make sure your content lives up to what you promised in the subject line.
Avoid sounding ‘spammy’
People spend a lot of time sifting through email (13 hours a week apparently!), so make sure your subject line doesn’t seem spammy (that’s a scientific term). Words like free, buy now, and discount are a massive no no. And DON’T SHOUT.
Follow this advice, and you’ll have a newsletter that gets your message across to the people that matter. What that message is, is up to you.
If you want to know more, then get in touch. I’m happy to chat about what a newsletter could do for you and your business.