There are so many Internet posts to consume – from blogs, video, newsletters, etc. – and they are coming at us from all directions very quickly.
The most astute thing to do would be to pause as these content pieces get published and sent to us at amazing speeds. One of the major content distribution platforms is Newsletters but don’t get it wrong – a newsletter is not the same as the newspaper.
Before we dive into the nitty-gritty it would be wise to explain the main distinguishing factor. Newspapers are expected to be objective but newsletters can be plainly biased. The newspaper owner wants his publication to be widely circulated and consumed while the newsletter is specifically targeted at a niche audience. Well, if it can be widely distributed – that would be nice!
So a Newsletter can be said be haughty or snobbish! You don’t like that – right? But being a snob could actually be a premium service and that can only be good for your brand.
By now, we must understand what Newsletters are expected to achieve but that does not in any assume a superiority over other content amplification outlets.
So what makes it very important that you understand this medium?
How Nigerian banks do Social
How Nigerian banks do Social
• There are over 4 billion e-mail addresses
• Over 100 billion emails were sent in 2016
• 71% were to personal email addresses
• 92% of online adults use email, with 61% using it on an average day.
• 41% of emails are opened on a mobile device [the desktop is still alive and kicking]
• 70% of email readers open emails from a brand or company in search of a deal, discount, or coupon.
• According to a McKinsey report, Email is 40x more successful at acquiring new clients than either Facebook or Twitter
There are more stats to continually show that brands [especially] in Nigeria can do more with highly customised Newsletters.
1. Create your own mailing list
The major failure for brands using newsletters is the fact that they do not generate their mailing list exclusively. With the penchant to buy lists, comes the repercussion of spamming. People will always view an unsolicited email with suspicion.
2. Find a niche target
The aim of the future-minded brand will be to figure out how to sway more consumers to its various platforms. Designing and sending out quality market-focused newsletters that tell more of the brand story in its call-to-action will eventually achieve this.
3. You can create more than one newsletter…if needed
There is no fast rule that you can only create one newsletter for your brand. Especially if your brand has more than one product, it has been proven that one-product newsletters work better when all kinds of products and services are lumped together.
4. Test it to death
The most potent weapon in the digital ecosystem is the ability to continually test. Your headline can be better; the pictures can be better – speak more to the TA while achieving the main purpose of currying more engagement.
According to eConsultancy data, “The average click-to-open rate is 15% for both beauty-focused newsletters and newsletters from media companies.
ESPs like MailChimp, Sendi, etc. have created great platforms that collate and deliver business-oriented reports that allow the user to continuously iterate.
If you need more information about what you have read above, then get in touch with Toolz Academy for a free consultation.
Building A Community – who would you trust? A robot or another human?
Original Author: Babajide Alaka
Culled from Toolz Academy