Got breaking news? Having a GIANT SALE!? Sharing a new product launch? Bundle it all up and send it along to your newly-expanded newsletter mailing list!
But what if you don’t have any big news to share? Should you still be sending a newsletter? The answer is yes! Creating consistent communication is key and offering a lot of value - even when you’re not promoting something - is a great way to keep in regular contact with your subscribers.
Where to Start?
The blank screen can be daunting to any writer, but don’t worry, we have a step-by-step plan to get your first - and many more - newsletters out to your subscribers. Let’s get into it!
Step 1: Make A Plan
In the first part of our email newsletter marketing series, we talked about creating a strategy. This tactic is key to keeping the content flowing. This is where you can create a plan for what to write, list topics you’d like to talk about, and the content creators who inspire you.
PROTIP: Create a schedule and stick to it! If you commit to a monthly newsletter, you have to make sure you’re sending something to your followers on the same date each month.
Step 2: Get Inspired
Speaking of inspiration, check your own inbox! You are probably subscribed to email newsletters of businesses similar to yours or in your industry. Check out the design. How many stories are they including in their newsletter? Even those newsletters outside your industry can inspire the tone of voice you want to use to talk to your customers.
Learn from others and don’t be afraid to share interesting stories from your industry.
Step 3: Name Your Newsletter and Make It Pop
Create a template to keep your newsletter looking consistent and make sure it matches your brand! Dust off your brand standards manual and make sure the colours, fonts, shapes, and images you plan to use are reflective of your brand. Add links to your social media channels and your address to your account so there will always be a way for your subscribers to contact you.
Choose a name for your newsletter that’s in-line with your brand too. By naming your newsletter, you can take ownership of that and promote it as another way to stay in touch with your audience.
PROTIP: Create a multi-block design. Don’t be afraid to include several stories - all of which can link out to other spaces on the internet, like your website, blog, or even other reputable sites - in smaller, bite-sized chunks in a single newsletter. It will feel more like a traditional newsletter with multiple stories to read.
Step 4: Collect Content
Your newsletter doesn’t have to have a flashy deal attached to get people interested in following along. Even service-based businesses have successful newsletters, but they all have one thing in common: they offer exceptional value to their customers.
Whether that’s in the form of advice, a free worksheet, or even great content from other sources. For example, an investment consultant may want to share the latest information from a top financial strategist quoted in the Financial Post. Similarly, a wedding photographer might want to share a tip or two on poses which are flattering for most people’s body types.
The idea here is to look around at what content you may already have - whether that’s some research or a white paper you tucked away a while back - as well as content from the world around you to fill out and make your newsletter provide value.
Step 5: Include Calls to Action
Just like any other marketing tool, you must ask the audience to take some kind of action at the end of your newsletter. The action could be to visit your website, to come into your store, or to check out or buy a specific product.
Step 6: Edit and Test Email
Now that your template is full of great content you know your subscribers are going to love, you’ll want to do a quick edit - for the best results, save and close your newsletter and come back and read it tomorrow. Most email newsletter platforms will also give you the opportunity to send a test email and we recommend taking advantage and sending it to someone else in your organization. Fresh eyes are always a good idea before sending anything out.
Nearly There!
You’re almost there; just about ready to send out your first email newsletter! If you’re still not feeling confident or just don’t have the time to build your newsletter strategy and create the content, get in touch. And come back for the final part of our series, where we’ll teach you how to write subject lines for your email newsletter that scream “Open me!”
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