One of the biggest traps that businesses fall into when it comes to email newsletters is taking a one-size-fits-all approach. This shove-it-all-in-and-hope-some-of-it-sticks approach isn’t how to realise excellent return on investment.
Your email marketing strategy needs to be much more refined than that. The good news is that an excellent newsletter management software can make this easy as pie.
Your email newsletters need to be succinct with a clearly defined purpose. Different emails are sent at different times to different people. Identify the purpose and you’ll identify the type of newsletter you need to send.
Let’s take a look at the different types of email newsletters you can use your newsletter management software to generate.
- The email showcasing the new and the shiny
You’ve got something new and hot off the press, it’s time to spread the word. These are the emails which are informational: sharing the love of your latest product. These are for the people who love your brand and want to be the first in the know.
This type of informational newsletter can be used for new products and services, free trials and sometimes special offers. Here the item or service is the shining star and needs to be centre stage. The CTA is obvious and needs to stand out with a clear next step.
- The email advertising what’s still on the shelf
These emails, the ones that are effective reminders of what great stuff you’ve got, are often loved by marketers but not necessarily by the recipients. They don’t hold the same allure as the ‘new range’ or ‘special offer’ from above.
Therefore, they need to be short and sweet, likely sent at regular intervals. Use images to entice, and potentially lead them through to find out more once their appetite is whet.
Think of these emails as more akin to gentle reminders that you exist and are there ready and waiting for them.
- The email invitation
Who doesn’t love to be on the guest list? Invitation email newsletters are all about making the recipient feel special and valued. They promote your event while getting early commitment.
This may be an invitation to a sale event or an industry gala or an early-release of tickets. What you’re looking for is opt-in and a commitment that they are primed ready for action.
- The email getting down to the details and the updates
A traditional newsletter is all about fact sharing. These are more akin to a magazine or periodical. Think of this as an extension of your blog. These informational newsletters are about rounding up your business news, industry highlights, and other items of relevance to your readership.
The purpose of these emails isn’t to directly sell, but rather to build your brand image and reputation. While they need to lure the reader in, the aim is to get them turned into traffic on your site. A good trick is an image linked with a quick rundown of what the article is about with an individual CTA.
- The working together email
There’s power in numbers when you team up with another business or two to send a unified message. This ‘co-marketing’ approach benefits both parties. It can be used in various scenarios and can enable you both to benefit from each other’s opt-in lists.
- The email targeting the select few
A dedicated email newsletter may be a useful way of sharing information for a specific group of recipients, for example for attendees of an event, or new subscribers.
- The social media flag email
If you’ve got social media working well for your business then you want to maximise on this as much as possible. Email newsletters within social media are a way to do this, going right to the inboxes on LinkedIn or elsewhere. This is trickier with your newsletter management software but you can do the design using the software and keep them short.
- The emails triggered by action
These emails, known as transactional emails, are the ones that land in your inbox once you’ve made a purchase or interacted with a business in some way. They are triggered by specific events, and are excellent at building the brand and secondary selling.
These emails are where newsletter management software is even more important. You need it to do the work behind the scenes so that automation makes your life easier. They reassure the customer that you’re dealing with them, such as an order confirmation, or a kick-back to let them know they aren’t forgotten.
Fundamentally, these emails need to be short and succinct, imparting the facts based on the action.
- The email to say hello
It may be another email which kind of fits into some of the categories above but this one needs its own mention because of its importance. This welcome email is the one which works as a bridge to an ongoing relationship with this particular individual.
What’s important about this email is it happens at a time when the recipient has clearly demonstrated their openness for your brand. You want to capitalise on that. This is your chance to show off, demonstrate value, and give them something to reel them in.
- The lead coaxing email
Finally, there are times when you will want to use a chain of email newsletters designed to carefully nurture a potential lead. These newsletters act as a series, drawing the customer in. It’s about positioning the customer ready to make the sale.
Again, these emails need to be fairly short and create a sense of opportunity as well as a fear of missing out.
With Paloma newsletter management software, you can make short work of every type of email newsletter. With easy to use templates you can wow the recipient and get your email marketing strategy truly working for your business. Be clear on the purpose of each email you send and your audience will be ready to receive.
