Producing content that your target audience wants to read or engage with can be a daunting task. Specifically, newsletters are often overlooked or considered a thing of the past. However, depending on your company, newsletters can be an effective way to connect with your audience. First, you need to determine if a newsletter is right for your company. The best way to determine this is by doing your research. Some things to consider are how successful newsletters have been in your industry, if a newsletter will have a positive impact and if so, how you should go about producing one. If you decide that a newsletter is right for your company, we highly recommend using a software such as MailChimp. Now, for the difficult part...determining what to include in your newsletter. Since content will vary for each one, there are three things that are important to focus on when you are developing the content.
Let your brand’s personality show through your content. Don’t be passive, write about what gets your company fired up! If you are being true to your brand, your passion will most likely show through and your readers will be able to pick up on this.
In addition to using MailChimp for convenience, they have a multitude of templates for you to choose from that will most likely grab your reader’s attention. We highly recommend incorporating relevant, high-quality photos throughout your newsletter. Don’t be afraid to push the boundaries here, visual content is going to be more engaging than written content, so include a short video or a cinemagraph to keep things fun. Just be sure to have a balance so that your newsletter is not only aesthetically pleasing but also cohesive, which brings us to #3...
Your newsletter can be a great way to promote your brand, but be cautious of overdoing it. A subtle way to promote yourself is by staying focused on informing your audience on upcoming events, relevant information and any promotions you may have going on. Keep your readers in mind here because your newsletter should be ultimately benefiting them in some way.
Newsletters are a great tool for furthering relationships with your audience. Be sure to keep them relevant and to send them on a consistent, reasonable basis and you will most likely gain a loyal list of subscribers!
- Devyn Lamon