To this day, newsletters and email marketing strategies are effective ways to communicate with consumers. Research is showing that B2B and B2C companies are adapting newsletters into their omnichannel marketing strategies. Research shows that 81 percent of B2B marketers state that their content marketing in newsletters is the most effective. 

Newsletters can be a successful marketing strategy, especially now with people spending more time online. Companies in the shopping, home and garden, style and fashion industry saw an over 20 percent increase in open rates with family and parenting industries seeing a 450 percent increase in click-through rates. All with newsletters. 

What is a newsletter? 

A newsletter is a periodical opt-in email marketing campaign that improves brand awareness, can increase website traffic, lead generation, and even followers to social media channels. This newsletter provides updates to subscribers with a large range of topics from relevant industry news and information to company updates. 

When it comes to newsletters, B2B and B2C companies will use newsletters for different purposes, but newsletters are widely used as a key component in any omnichannel marketing strategy. 

Difference between email campaigns and newsletters 

The answer that differentiates email marketing campaigns from email newsletters is the frequency and consistency of the campaign. Newsletters are a recurring email campaign designed to keep your subscribers engaged; on the other hand, email marketing campaigns are larger, more targeted campaigns with specific goals in mind. 

A great example of a newsletter versus an email marketing campaign is LinkedIn’s daily Marketing Blog newsletter. Each day, LinkedIn sends out a short newsletter with the top blog topic for the day or content that their team has written. 

On the other hand, when it comes to email marketing campaigns, consumers will find ecommerce companies sending out holiday campaigns, birthday campaigns, 50 percent off sales, etc. These are targeted campaigns to segment audiences within their email marketing software. 

Our email marketing experts Dallas are not suggesting that newsletters cannot be strategically sent out with segmentation, but newsletters have a different goal in mind. 

This is how to write the best newsletter around town. 

How to write a newsletter 

Choose the right newsletter topics

One of the biggest challenges for newsletters is choosing the right topics that subscribers will consistently read and not unsubscribe from. A newsletter can easily get unfocused due to its quick and easy content that keeps your company at top of mind and in email inboxes but try to keep the topics consistent and on-brand. 

Start with questions and understand why subscribers are signing up for the newsletter. What would be the most interesting topics? Do subscribers want more insight into your company? If so, what would be interesting? 

It is important to understand what content will be the best to distribute, don’t send content to simply send it out. If the newsletter needs to be downsized to once a month or even quarterly to provide quality content, it is okay! 

Use catchy headlines and subjects 

Hook, line, and sinker are what headlines and subheadings should do with newsletters or email marketing campaigns. It is important to provide personalization while never misleading subscribers with headlines. 

Balance the content between educational and promotional 

A company can have perfect, well-written, and crafted promotional content and it can still not perform as expected. This is because consumers are looking for more than just promotions, and too much promotional content can turn consumers away. 

While newsletters are generally more educational, there is an opportunity for promotional content within these campaigns. However, our experts recommend that newsletters stay educational 80 percent of the time. 

The other 20 percent can be used for promotional content, this is similar to the 80/20 rule in social media marketing strategies. 

Test, test, and test 

Whether it is a newsletter or email marketing campaign strategy, our experts always recommend that companies should test each different campaign. Testing email campaigns can provide valuable insights into analytics to see which content is performing better than others. 

Is industry insights and forecasting performing better than company insights? If so, while company insights are fun, it might be time to switch to more industry and forecasting. 

Hire our experts! 

Our experts at Dallas Media Group can help craft and automate the best email marketing campaigns around! For more information regarding email marketing or omnichannel marketing strategies, contact our email marketing experts Dallas today!