Do your customers really care about receiving newsletters?

Newsletters.

A type of email marketing that is still used by many these days. Businesses and big brand companies invest in this marketing strategy and surprisingly have successful results…

You’re probably wondering – How do they do it?

In this blog post we will tackle why newsletter flops leading to a potential big loss of subscribers, and what makes people ignore them?

Also, on a good note, we will list and discuss the components of a successful newsletter where people care about. Not just making them read but turn them into loyal customers.

Sounds challenging isn’t it. Well, it is. You have to have the right content and tools for it.

Where it all goes wrong

Do people still care about them? If they do, then what are you doing wrong?

We assume you have an idea about creating a Newsletter or already have an existing one but it’s not giving you results you always want.

Let’s go down a list of where you’re probably doing it wrong.

A lot but low quality

Here’s to why having too much content is not good. You’re probably going way too much in giving away information and forgot the quality.

Newsletters should be about making your customers interested, giving them valuable content. Narrowing and focusing on what informations they want to know more about your business, brand, service, or product.
Try your best to keep it detailed without being lengthy.

Sales Machine

The reason why your marketing strategy is not working is that you’re using it as a sales machine. You heard it right. This means you’re bombing your subscriber with an unnecessary amount of sales copy.

You’re not going to drive sales with this tactic… you’re going to drive them away.

Design

Overwhelming and unmatching design with your brand. Use media and proper color schemes that will accentuate the image of your brand and the actual content.

Keeping it structured, minimal use of elements, and avoid striking colors. Be consistent and simple.

Frequency

Sending them frequently could help them to remember your business. Going monthly, tend to forget about your existence. Make sure you’re sending out at least weekly with great, useful content.

Value

Customer-value based content makes a big difference in the performance of your marketing strategy. Keep them interested, personalized, continuously interacting with them in a friendlier manner, and wanting their opinion on what they would like to hear and know more from you will make them they’re part of your business and coil result to a strong business-customer relationship.

Who matters

Customer retention and loyalty is huge and can be what differentiates a failing business to a successful business. It is for the most part wrongly understated by business owners. On the other hand, big retailers, such as Home Depot, Target, Walmart, are doubling down on customer loyalty programs. We talk about it more in-depth in this blog .

Communication is key for a happy relationship, that applies to every business and their customers.

Keeping a good channel of communication between the business and its clients is important to keep your customers coming back. To that extent, newsletters are one way to keep communicating with them.

The next steps are to figure out what content to communicate and the period between two newsletters.

First, let’s talk about the content. The newsletter content needs to be primarily about providing value to your customer and not directly selling.
Providing value means sharing stories about the business, the story behind, the employees, what’s new about the business. It also means sharing customer stories using your products as well as the inspiration and story behind the products that you are selling.

When you provide customers with valuable content it is easier to send one email tailored to selling or converting them. In other words, give to your customers first then you can ask something from them, i.e. buying your products. The good ratio usually followed in the industry, for every 3 or 4 value-based newsletters you can send one newsletter tailored for selling products.

If the ratio is not respected, subscribers are more likely to unsubscribe.

When it comes to the frequency of your newsletter, mainly parameters need to be taken into consideration. First, your capacity to gather enough content to write a newsletter. Indeed, if you don’t have new content to share daily then you should look at a weekly Newsletter or bi-monthly.

Secondly, it takes a decent amount of time to put a newsletter together, if you don’t have 3 hours to dedicate to it weekly then definitely increase the period between two newsletters.

Finally, it is good to create the need for hearing from your business on your customers’ side. If you send too many newsletters a week, the excitement and interest will go down.

At Violette Marketing, we usually recommend a bi-monthly or a monthly newsletter as well as a special newsletter for special events or holidays. For instance, if New Year Eve is in the middle of the two weeks window, then we send out a special newsletter for New Year Eve and we still send the regular one meant to be a few days later.

If you want an application of a Newsletter Marketing Strategy, you can find one of our use cases at Violette Marketing that we did for one of our customers, MYSMYG, using MailChimp.