Keeping your E-newsletter Engaging

02/07/19

Many clients use e-newsletters to communicate regularly with staff, customers and subscribers. Informing and educating, using clever call to actions to encourage dialogue, express opinion or share experiences.

A great way of keeping your brand front of mind, e-newsletters deliver relevant and (this is the magic) subscribed for content straight to an inbox.
So, how to make sure they don’t click UNSUBSCRIBE? Here are a few tips:

  1. CATER FOR YOUR AUDIENCE
    Whether they’re prospects, customers, staff or an internal team, the e-newsletter gives you the opportunity to share up-to-date information, new product launches, latest news, upcoming events, special offers, competitions, podcasts, customer testimonials etc.  So, craft the content to suit the audience, give them what they want to hear.
  1. CONSISTENCY IN BESPOKE
    We design bespoke e-newsletter templates, with the dual benefit of being easy to populate (you don’t have to design from scratch with every new edition!) and subscribers come to recognise, trust and feel at home with the brand – great for building ongoing brand awareness.
  1. HEADERS & SUB-HEADERS
    Keeping content digestible, simple, impactful and clear just like this sample e-newsletter directing readers to a specific website for full articles: https://mailchi.mp/setsquared/all-the-latest-news-and-opportunities-from-setsquared-2183541?e=68b42b9208
  1. CONTENT IS KING
    We work hard to engage audiences with content that adds value or keeps them updated.  Telling them something new, something they wouldn’t have otherwise known, the more value we add, the better the e-newsletter (and by association brand) perception.  With digestible and bitesize snippets, the reader finds more meaning than simply a sales message and as long as the e-newsletter is useful and/or entertaining they’ll keep subscribing.
  1. WRITING VOICE
    Choose a writing style and tone of voice that suits your brand and audience, whether it’s friendly, quirky, short and sweet, packed with personality or a more formal, corporate approach.  We find when we talk to customers or staff in a way they expect, they’re far more likely to engage.
  1. IMAGERY & VIDEO
    A great balance of images, text, blogs, podcasts, infographics and animated GIFs will bring the content to life, making it easy to navigate, easy to read, shareable and mobile friendly. Here at Recognition we have access to extensive stock image libraries and work with photographers and videographers to ensure the visuals are dynamic and engaging.
  1. TIMING & REGULARITY
    E-newsletters delivered straight to an inbox allow you to get the timing just right, react quickly and maintain a year-round dialogue and relationship with subscribers.
  1. HARD OR SOFT COPY
    Some e-newsletters are designed for staff who might be out on the road rather than in front of their emails, in which case we’ll mail out hard copies too.
  1. MEASURE & MONITOR
    By using e-marketing tools such as Mailchimp (screenshot below) we can easily monitor e-newsletter delivery success, open rates (vs industry average), click throughs, bounced, forwarded and unsubscribed, providing a full overview for clients.  We also use a fabulous platform (https://www.thisisbeacon.com) which enables us to manage and measure digital campaigns in far more detail. By reviewing what generates most engagement, we can better tailor future content and marketing campaigns to maximise marketing spend and improve results.
  1. CALL TO ACTION
    Whatever the objective, whether it’s to drive traffic to a website or generate more leads, canvas opinion or traction via social media we can use clever call to action prompts to generate responses. Whatever the frequency; fortnightly, monthly or quarterly, we will happily take care of your e-newsletters. From first inception, to designing the template style, interviewing, copywriting content, sourcing imagery, collating and populating the content, obtain approvals, mail out and monitor results.

What’s your favourite e-newsletter?

Tell us…..call 01590 677064 or email [email protected]

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