Newsletters Aren’t Dead. Here's How You Should Be Using Them


Picture this: Instagram is down, but it’s not just a temporary glitch. It’s gone forever and so is the online audience you’ve worked so hard to establish and connect with on a personal level. While this scenario is unlikely, it’s important to consider the best ways to protect and take ownership over your audience.

If you feel like you’re constantly hitting the “unsubscribe” link on email marketing, you’re not alone. In our tech-saturated world, it’s hard to find that email from Mom in your inbox when it’s packed with promotional emails from brands you don’t care about. While most people roll their eyes at the idea of weekly or monthly newsletters, we’re actually here to tell you that they do still matter.

Email marketing is an effective way to get an extra social touch on your online audience. Through regular email communication, you can deliver high-value information to keep your brand top of mind and build a long-term relationship with your ideal customers. Email marketing tools allow you to take a personalized and targeted approach to your communication. When curated and targeted correctly, these emails can be something that your subscribers look forward to rather than unsubscribe from.

How to Get Started

To grow your email list initially, use your website and social media as a tool to encourage subscribers. Send these audiences to a dedicated page that will simplify the newsletter sign up process. Let people know what type of information they’ll be receiving when they subscribe to encourage them to commit to your email campaign.

How to Plan

Like any marketing strategy, designing an email marketing campaign that stands out requires research, intentional content and ongoing promotion. Did you know the average open rate for a welcome email is 50%? Strategically engaging your customers at the opportune moments will help you drive traffic to your website and support your social media efforts.

Take the time to plan your communication so it complements your customer acquisition pipeline. Whether it’s an informational newsletter, an alert about a sale, a welcome message or a survey soliciting feedback, timing is everything when it comes to communicating via email, and you can automate your email campaigns to support that timeline.

So what’s the best information to send to your mobile audience? When selecting content for your newsletter, you should always include something for them and something for you. Add value, educate, entertain and engage, and then follow through with the call-to-action. It should take the least amount of clicks possible to get to the reader to the next step, and keep in mind that buttons typically perform better than hyperlinks.

Optimizing Your Newsletters

The aesthetic of your newsletter is also important. Platforms like MailChimp or Constant Contact provide well-designed templates that are a great starting point if you’re new to newsletters. Personalize the design with your logo, brand colors and supporting images. Always remember to preview your design in both a desktop and mobile interface before sending.

Improving your open rate is part of refining the email marketing process. In some newsletter services, you can A/B test subject lines or designs to see what’s working the best. Tell your audience what’s inside, generate curiosity, offer benefits and convey urgency, exclusivity and value. It also helps your open rate to include the person’s name in the newsletter subject line.

As the possibilities of email marketing continue to evolve, now’s the perfect time to take advantage of this underestimated complement to your social media strategy. Start small and scale as you grow your audience, testing different text, images and designs. Then look at the results to see what’s working the best with your specific audience. Remember to automate when you can to save time.

If you’d like to learn more about our newsletter services, drop us a line. We’d love to chat about your next email marketing campaign and lower your stress level the next time Instagram goes down!

Story By: Sophie Duncan