How to target your ideal customers with digital newsletters
Digital Marketing5 ways to create the right content for your audience
This month we are talking about digital newsletters as a highly effective marketing tool. Regardless of the size of your business, they are an efficient way to reach customers and prospects and easily measure the results of your efforts.
Not sure if sending newsletters is something you should do? Read 5 Reasons to Constantly Send Newsletters That Will Generate Leads
Before you send out 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 newsletter.
The first question you should ask yourself is: Who are your ideal clients? You need to understand that first of all. Ask yourself questions like:
• What pain points do my clients have?
• What are your interests?
If you don’t have customer data to study, start by putting yourself in their shoes. Think like a customer receiving your newsletter: what would you like to see? What would make you open your newsletter?
2. Have a newsletter content plan.
Creating 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’ve promoted a certain product or shared an article on a certain topic?
Beyond keeping your email newsletter content organized, a content calendar is great for remembering the holidays, whether you’re targeting customers on Thanksgiving or National Donut Day. You can also create monthly or seasonal themes.
3. Think outside the digital newsletter template.
Today’s email marketing services offer hundreds of template options that you can use when creating your business newsletter.
However, e-newsletter templates can make your readers feel like they’re getting a standard email instead of a personalized message.
Consider hiring a professional marketing company to design a custom email newsletter template that will make your brand and message stand out.
4. Follow up, refine, repeat.
All major email marketing services have some form of tracking so you can measure your email campaign metrics.
This is an essential part of the coaching process, as it gives you valuable insight into what your customers like and don’t like.
For example, if your click-through rate on your “Weekly News” section is lousy, 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 your newsletter audience.
Sending different emails to different lists is key to customer engagement. The more you can narrow down your audience’s interests and buy clothes, 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 showing them an accessory to the product they purchased or a thank you email with a promo code?
A professional marketing company can take care of setting up, scheduling, and sending unique content to segmented lists. Contact us today for help with creating effective newsletters for digital marketing.
What are your experiences with sending digital newsletters?