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Why Ordering Newsletter Content is a Great Idea

One of the reasons why Textbroker has enjoyed unparalleled levels of popularity for well over ten years involves the fact that clients can order nearly any type of content imaginable. From white papers and technical articles to texts meant to actively engage the reader, success equates to the ability to create such visions one word at a time. However, there are some strategies which have become overlooked thanks to an industry that has become increasingly focused upon SEO alone.

We are referring to the humble newsletter. While such approaches were the mainstay of online businesses in the past, they are now often overshadowed by methods more concerned about resonating with a much larger target audience. Still, we need to remember that newsletters can represent powerful tools within your marketing arsenal if they are leveraged in the correct manner.

Let us look at some important reasons why newsletters can have a massive impact on how your firm is perceived by the public as well as a handful of advantages that these tried-and-tested marketing approaches can provide.

Staying True to Their Digital Roots

Before moving on to highlight some undeniably powerful benefits of digital newsletters, it is wise to once again stress why they should represent one of the mainstays of any well-designed marketing campaign. Let’s delve right into some staggeringly influential statistics in order to appreciate the big picture.

Were you aware that email newsletters can be up to 40 times more efficacious in terms of new client acquisitions when compared to other methods such as social media posts? Not only is this excellent if you hope to focus your efforts in the right direction, but it is important to note that higher conversion rates will lead to a greater return on investment (ROI) over time.

Furthermore, the Content Marketing Institute has found that 83 per cent of B2B advertising campaigns still utilise newsletters as a means to proactively engage with their virtual audience. These statistics highlight the immutable fact that newsletters are indeed powerful marketing tools; particularly when we consider the decidedly pragmatic stance that many online businesses are now taking due to financial concerns. So, why is this form of content marketing so valuable?

Leveraging a Familiar Means of Communication

The chances are high that you obtained your first email address in the early or middle 1990s. In fact, some of those who will read this article own an email that is older than their children. This is quite important, as email is one of the most trusted forms of online communication due to its familiar nature. Thus, recipients are more likely to read any material that is sent to them. It is also interesting to note user preferences in this context. One study found that 93 per cent of those surveyed stated that they would rather receive brand updates via email when compared to other channels such as social media pages. Thus, any information sent is much more likely to resonate with the client in question.

Another more generic (and perhaps obvious) point to make involves what can only be called the rather discriminatory nature of email servers such as Yahoo! and Gmail. Unlike social media feeds, branded newsletters formatted in the correct manner and sent to a willing recipient are much less likely to be viewed as spam or impractical information. If a newsletter is filtered directly into one’s inbox, the chances are high that it will be examined in detail.

These observations are likewise backed up by statistical observations. A study conducted by the marketing firm Monetate found that email newsletter campaigns resulted in conversion rates of 4.24 per cent. While this figure may sound paltry at first glance, let’s keep in mind that search engine conversions are just over 2.4 per cent and social media rates are as low as 0.59 per cent. To put it simply, four out of every 100 recipients is likely to take action based off of the information contained within a newsletter.

Allowing the Cream to Rise to the Top

One of the most confounding factors associated with the majority of marketing campaigns is that they are disseminated to a rather broad audience. Even if you have narrowed down a target demographic through the use of analytical tools, the fact of the matter is that the materials presented will only resonate with a comparatively small number of readers. The main issue here involves the ability to pre-qualify your leads.

Anyone who has ever seen the film Glengarry Glen Ross is well aware of the problems that poor leads can cost. As Jack Lemmon’s character famously said, “The leads are weak.” This is just as true within the online business community, and poor leads can sometimes cause entire marketing campaigns to founder. The good news is that newsletters will frequently allow the reader to opt-out of further contact if he or she desires. In other words, those who wish to keep receiving updates are more likely to be receptive to other prospects that you have to offer. This proactive and intelligent form of engagement will inevitably lead to proportionally higher returns over time.

A Single Facet of a Diverse Marketing Strategy

As the Textbroker team has already noted, newsletters are generally not sent as unsolicited emails. They are instead designed to attract individuals who have already chosen to be contacted. This is also why newsletters are normally a segment of a much larger marketing strategy. They can be included in synergy with other methods such as:

  • Social media posts
  • Twitter and Instagram feeds
  • Website and blog updates
  • Automated emails reminding clients of ongoing discounts and promotions

In other words, newsletters tend to work best when utilised in combination with other actionable forms of marketing. However, we should also note that these communications are intended to emphasise specific bargains; often targeted around previous buying habits.

More Than Sales Alone

It is somewhat understandable that some business owners believe that newsletters are solely intended to promote specific products or services. While this is quite true, we need to keep in mind that they are also an excellent way to keep recipients abreast of other pertinent details. The current global health crisis is a perfect example.

Thanks to unprecedented economic times, some customers no longer wish to be bombarded with the latest deals and bargains. However, they still desire to be kept in the digital “loop”. This is why many businesses have gone out of their way to create newsletters specifically addressing how their operations have changed due to COVID concerns. Here are some fictional titles that can help to engender a further sense of brand loyalty in this context:

  • “How COVID is Affecting Our Operations”
  • “Updated Product Delivery Options: What You Need to Know”
  • “Contacting Our Staff Members During the COVID Outbreak”

First of all, we can see that each of these titles focuses upon the needs of the client. Secondly, such newsletters illustrate that the business is making it a point to adapt to an ever-evolving marketplace. While COVID-19 is obviously relevant in these modern times, similar newsletters can be used to inform customers about policy changes, seasonal products and simple website updates. The main takeaway point is that these tactics are excellent forms of passive client engagement.

A Surprising Form of Online Reputation Management

While Textbroker is capable of creating a wide range of newsletter content, there are also times when a company might be dealing with a shoestring budget. Although it is always possible to curate engaging material, your client base might not be robust enough to justify a full-blown campaign. This is when newsletters can offer another hidden benefit.

As opposed to dealing with logistical issues such as bulk email servers and email management, your requirements can often be shunted to a third party. In fact, some new businesses have chosen to purchase advertising space in existing and well-recognised newsletters. Not only can this help you manage in-house costs, but you will be able to tap into an audience that has already been established. This form of digital “piggybacking” is worthwhile to consider if you hope to attract a lucrative client base without fishing for random email addresses that will often place your material into the spam folder.

A User-Friendly Marketing Strategy

Some marketing campaigns are more challenging than others. There are times when an advertising specialist may need to take on the role of a graphic designer, am HTML coding expert or a video editing professional. However, the same cannot be said when referring to the humble (and yet utterly powerful) newsletter. The formats are straightforward, drag-and-drop templates can be easily found, and the formatting process is intuitive. In fact, some of the most stunning and engaging newsletters can be created with absolutely free online software. As the expression goes, a penny saved is a penny earned.

Tracking Your Progress

Some marketing campaigns are notoriously difficult to follow in terms of their progress. This can lead to incorrect strategic decisions, and you might even be targeting the entirely wrong client base. The good news is that newsletters tend to take the guesswork out of the equation thanks to the pre-qualified nature of these approaches that was mentioned earlier. It is therefore much easier to track important metrics such as:

  • Clickthrough rates
  • Conversions
  • Which email addresses navigated to the website in question
  • The frequency of orders placed by specific customers
  • Which products seem to resonate the most with your audience

This level of insight is invaluable when dealing with such a competitive online marketplace.

What You Need to Know When Ordering Content

We can now clearly see why newsletters should represent a pivotal component of any successful marketing campaign. This brings us to the final point. What should you address before ordering content through the Textbroker platform?

While our authors are the best at what they do, they are neither swamis nor mind readers. This is why the beauty is in the finer points. Providing us with relevant and actionable information will help to ensure that the subsequent material appeals to your readers. Here are some questions to answer in advance:

  • What is the ultimate intention of the newsletter (such as conversions, information or follow-up sales)?
  • What keywords are the most relevant for your industry?
  • What type of audience are you catering to?
  • What are the most important qualities of the products/services that you are hoping to promote?
  • Do you require evergreen material or time-specific content?

These details will provide our authors with the clarity and insight required to create a truly memorable newsletter.

The irony is that even larger corporations sometimes fail to take advantage of the benefits associated with bespoke newsletter campaigns. If you have recently started an online venture or should you hope to take your current efforts to the next level, it is clear that this advertising strategy will provide you with a digital edge.


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About our author

Ron first arrived in Barcelona, Spain in 2007. Although initially pursuing a career in wealth management and finance, he learned that the content writing community provided the highest level of personal satisfaction while still being able to personally help clients. He has been a full-time professional writer since 2011. Some of his other interests include martial arts and bodybuilding.

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Newsletter Content

Newsletter Content: Brief Summary

Newsletter content is content that is sent via mail, to an audience that is interested in receiving it, as part of continuous and regular communication. Newsletters will typically contain news, information about business activities, and relevant information about the business’s products and services. Newsletters were traditionally printed and sent in the post, but in recent decades it has become much more common to send newsletter content via email.

For this reason, newsletter content is generally regarded as a form of email marketing. While content tends to be information-based, it is also promotional in nature. Newsletters can be sent with the intention of keeping existing customers or attracting new ones. With that being said, the sending of unsolicited newsletters is hugely controversial and regarded as spamming, so newsletters should only be sent to voluntary subscribers.

Newsletter Content: Detailed Summary

Today, newsletter content is almost always sent electronically, via email. However, the concept of a newsletter far pre-dates the internet and can be traced back over 100 years, with businesses sending information to customers or potential customers. This information tended to focus on business activities, company news and details about new and existing products and services, ensuring people were up-to-date with the latest developments.

Essentially, email newsletter content performs the exact same role but offers numerous benefits, including improved cost-effectiveness. However, the practice of sending unsolicited newsletter content is regarded as poor practice and can even be against the law. For this reason, the general approach is to direct as many people a possible to a newsletter sign up form, so that a business can build up a large base of voluntary subscribers.

Despite their focus on company information, newsletters are considered a form of email marketing for several reasons. Firstly, one of the key reasons why businesses and marketers want to provide subscribers with information is to keep their brand firmly in the minds of the audience. Additionally, newsletter content often contains direct links to products or services, and can actively encourage its audience to make a purchase.

The precise content contained within a newsletter will vary, depending on the nature of the business sending it, the objectives of the email marketing campaign, and the audience it is being aimed at. Some businesses create highly formal newsletters, while others prefer to use a much more informal tone. In addition to sharing company and product news, it is common for newsletters to actively promote website content and social media accounts.

Marketers for different companies may want to focus on different types of information from one another. However, the various newsletters sent by the same company tend to be fairly consistent with the type of information they present, as well as the format they use. For this reason, newsletter templates are often used, and it is not unusual for newsletter campaigns to be created using email marketing software.

Tips For Creating Newsletter Content

Before creating newsletter content, marketers need to be clear about what they want to achieve, but also what the audience is most likely to respond to. It is also important to create content that is in keeping with wider marketing strategies, as well as wider brand values. This means establishing a clear voice and level of formality, and then being consistent across all future newsletters, in order to make the campaign coherent.

In much the same way that an email template is often used to maintain a level of communication consistency, newsletter templates are often used to ensure newsletters remain consistent from one letter to the next. A fairly typical basic template would include an opening greeting, an introductory message, a series of news items, a closing statement and contact information. It should also include a catchy email subject line to draw readers in.

One thing to be aware of, however, is the sheer amount of marketing content that people now receive, much of which is heavily sales driven. With this in mind, newsletters should be primarily information-based and designed to educate, as this can help them to stand out. Transparency is also important, so email newsletters should only be sent to active subscribers and all newsletters should offer a clear option to unsubscribe too.

Finally, marketers should be aware that newsletters do not need to be entirely text-based. In actual fact, images can go a long way towards making a newsletter look more appealing and can break up sections of text, while research suggests that emails containing video content often result in a greater level of engagement too. Moreover, website content can be presented in short-form in newsletters, alongside a link to the full content.

Measuring Newsletter Content Success

As with almost any other email marketing campaign, the success of a newsletter can be measured. However, the precise metrics used will depend on what the initial objectives were, and these objectives may depend entirely on the nature of the business sending out the newsletter, as well as the audience. Some of the most common objectives and metrics used to measure the effectiveness of newsletter content are explained below:

  • Increase Reach – Commonly measured by the number of newsletter subscribers.
  • Improve Engagement – Measured via email opening rates.
  • Produce a Response – Typically measured by click-through rates or the number of web page visits.
  • Generate Sales – Usually measured by revenue generated through click-through traffic.

It is worth noting that some of these metrics have limitations. For example, measuring the number of subscribers does not measure the number of people who are actually engaging with the newsletter, while measuring email opening rates might not indicate how the audience is actually responding to content once they consume it. Nevertheless, these metrics can at least give some indication of effectiveness and whether a change of approach is needed.

Conclusion

A newsletter is a piece of content, which is sent as part of a continuous newsletter campaign, and which provides its audience with news, information and promotional content. Modern newsletter content is almost exclusively sent by email, as this is far more cost-effective and practical than using traditional mail. Crucially, however, newsletters should only be sent to people who have voluntarily asked to receive the newsletter.

Most newsletters are designed to increase or maintain brand awareness, while some are designed to be more overtly promotional, advertising products or pushing for sales. The most successful newsletter campaigns are consistent in tone, are primarily information-based, and understand what their audience is actually interested in.

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