One of the easiest ways to stay in front of your audience is with email marketing, and one of the best places to start is sending an e-newsletter. According to HubSpot, there are 3.9 billion daily email users, and the number is expected to climb to 4.3 billion by 2023 (Statista, 2020). 31% of B2B marketers say e-newsletters are the best way to nurture leads (Content Marketing Institute, 2020).
E-newsletters offer opportunities to connect with your clients and position you as a leader in your field. If you consistently offer valuable content (helpful tips, important industry news, etc.), your clients will look forward to hearing from you! Bonus: with a little strategic email marketing, you’re sure to be top of mind the next time clients / prospects are in need of your services.
Here are a few pointers to get you started:
- Develop your e-newsletter strategy; decide what type of e-newsletter you wish to send, who your audience is, what the goals will be and how they will be measured.
- Share what your e-newsletter will be about on your subscribe page; add a sign-up for your e-newsletter to your website.
- Decide on your e-newsletter platform.
- Your newsletter should not be all about you and your business; your lead article should be useful information your clients can actually use and look forward to receiving.
- A good rule is to have a mix of content that is 90% educational / informative / entertaining and 10% promotional.
- Pick one primary call-to-action per issue.
- Your design and copy should follow your brand standards and your brand’s voice. Also, ensure that your images have alt text.
- Decide on frequency for your e-newsletter and create a content calendar assigning who is responsible for each issue.
- Import your e-mail list.
- Send a test email and edit it carefully.
- Work ahead of schedule — at least a month in advance — and track your content schedule in a calendar, spreadsheet or platform such as Airtable — whatever works for you and your team.
- Have an outreach strategy starting with a plan to check your analytics after each issue with next steps to connect to interested recipients and warm leads.
We’re happy to help strategize, create content, design, send or provide platform recommendations — give us a shout at 203-776-1323 or amy@elementsdesign.com
—Amy
