You’ve curated compelling content; now, perfect the way you deliver that content to your buyers.
Creating, distributing, and utilizing compelling content is no doubt the cornerstone of a successful marketing campaign. Although, as compelling as your content may be, it probably won’t be able to fully serve its purpose if you don’t have a plan for boosting your company’s visibility and generating new leads.
In other words, what good are your company’s services if you don’t tell people about them?
To solve this, we turn our attention to email marketing, and what it means to write effective e-newsletters.
Introducing Effective E-Newsletters and Email Marketing
Email marketing and email newsletters probably aren’t new concepts for anyone crafting a marketing campaign, though they are often overlooked as useful platforms. Amidst the chaos of spamming, keyword-stuffing, and even simply irrelevant marketing emails that all fall within the category of “black hat” marketing, it’s no wonder so many people aren’t fans of email for marketing.
The truth is, there are great ways to craft effective e-newsletters that customers will love, and the results could completely transform your marketing! Here at Farotech, we know the value of utilizing email marketing, and utilizing it well, so let’s take a closer look at what effective e-newsletters look like.
Emails, E-Newsletters, and the Customer-Focused Approach
The customer-focused approach: we really can’t put it more simply. The reason so many people are turned off by email marketing is the all-too-common tendency to make your emails all about what your company does, instead of attempting to make a connection with the reader.
To be more specific, unattractive emails tend to involve assuming that email marketing is only a platform on which to talk about your company. Such emails have no innate way of connecting with the reader, of giving your customers something to care about.
On the flipside, when you think back to the basics of effective marketing strategies, something should stand out: the buyer persona. Buyer personas give you a couple huge advantages, when you fully make use of them in your marketing strategy:
- You have a foolproof way of knowing how to connect with your buyers, and
- You have the demographical data necessary to employ market segmentation to your marketing strategy.
Here, we find two things that emails and effective e-newsletters do an amazing job at accomplishing. First, as we reiterated earlier, compelling content drives your marketing, so there’s no reason not to include it in your emails as well. Emails and e-newsletters are the perfect platform to educate your buyers, and teach them something about your industry, rather than just tell them what your company is up to.
Secondly, e-newsletters are incredibly personalizable, meaning you can control the aesthetics, the tone, the content, the format, and even control who gets which emails. This last part is huge: segmenting your emails into various demographics will save you from sending irrelevant emails to people within your buyer base.
Understanding What Works
When it comes down to it, the most successful newsletters will do 3 things. They will:
- Appeal to the reader on an aesthetic, tonal, and content basis
- Educate the reader, while effectively giving them a reason to care about your company
- Empower the reader to trust your company as the logical followup to your email’s message
There is power in email marketing, and as a business owner in charge of your marketing campaign’s destiny, you should take full advantage of it!
Farotech is happy to provide more detailed and personal aid for your email marketing; don’t hesitate to contact us today for more information.