Newsletters have become indispensable in today's organizations. It is a topic that you should not ignore in your email marketing. Research by Spotler (2019) has shown that 73% of Dutch people have purchased something at least once in the past year in response to a newsletter. A good reason to take advantage of this!
Shooting with buckshot is not convenient
A good newsletter contains a well-thought-out strategy. What do you want to say with the newsletter and especially who do you want to tell this to? It is not useful to send one newsletter to your entire mailing list, this is not necessary and, by the way, shooting with hail. Not all segments of your target audience have the same demand, so this is an important part to figure out. You can start with buyer personas , if you don't already have them.
The more striking, the better
Just think of how many emails you receive in your mailbox in a day. Your target group also suffers from this. It is therefore extremely important that you stand out with your newsletter. Research by Spotler (2019) also shows that 35% of respondents make online purchases via their mobile device. So make sure that your newsletter is easy to read on mobile devices.
At the beginning of this blog I already mentioned that your target group (just like yourself) receives a lot of emails in a day. In 2017, the average Dutch person received around 86 emails per day (Spotler, 2017). This is a good reason to stand out among the many emails from your target group. Don't just think of an eye-catching subject line , but also think about the preview text (the piece of text you see when the email has not yet been opened). Finally, the target group would of course like to know what the email is about, so make it clear with your subject! I would coordinate the tone of voice with your target group, how do you communicate with your customer?
Frequency is important
Do you want to inform and activate your target group with a newsletter three times a month or once every two weeks? Frequency is a good starting point to think about when you want to start a newsletter. You don't want your target group to unsubscribe prematurely. Spotler 's research also shows that 73% of respondents unsubscribe because the frequency is too high, and 60% also indicate that the topics are not interesting enough.
Ensure interaction in your newsletter
When there is interaction or a call-to-action in your newsletter and this is clearly indicated, customers will click through more quickly. Think of buttons with 'Buy', 'Download here' or 'More information'.
Enough software to automate
There are various software to automate your newsletters. One of them is Sendinblue . This software has various options to use your newsletter as optimally as possible. For example, you can give your newsletter timetables for frequency, you can set striking layouts and then not have to do anything about it and you can also do A/B testing between different newsletters yourself.
