Complete Guide To Newsletter Marketing

By Indeed Editorial Team

Updated April 9, 2021 | Published February 25, 2020

Updated April 9, 2021

Published February 25, 2020

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Newsletter marketing is a popular way for businesses to grow sales and brand authority. With a newsletter, you can send helpful and relevant information straight to your audience's inboxes. If you're looking for a way to drive more people to your website, newsletter marketing is a great way to do so. In this article, we'll discuss what newsletter marketing is, some of the benefits it provides and how you can develop a newsletter marketing plan of your own.

What is newsletter marketing?

Newsletter marketing is a form of email marketing in which businesses send out informational and promotional newsletters to past and potential customers. After obtaining the email addresses from customers and leads, the business will send out newsletters about things such as:

  • The latest news within the company

  • New product developments

  • Current deals or promotions

  • Helpful information related to their products or services

  • Information about upcoming events or recaps of past events

Related: All You Need To Know About Integrated Marketing

Benefits of newsletter marketing

Implementing a newsletter marketing campaign can provide your business with several benefits, including:

  • Increased website views

  • Improved sales numbers

  • Greater brand authority

  • Bigger email list

Increased website views

Your newsletter goes out to the individuals who have subscribed (by providing their email address) to your email list, which indicates their interest in your business. By providing links within your newsletter about current sales or related articles, you drive more traffic to your website. Sometimes the biggest challenge is just getting someone to visit your website, which newsletter marketing can help you achieve.

Improved sales numbers

With an increase in website views often comes an increase in sales. While newsletters are primarily for providing information, this doesn't mean you can't promote your products or services as well. By getting more people to visit your website, even if your conversion rate stays the same, you may still end up with an increased sales total.

Greater brand authority

One thing a newsletter can do is help improve your brand image and make you more of an authority within your industry. If you are able to provide helpful information within your newsletter, your readers will come to trust your knowledge and experience. This trust will lead to future sales, even if they don't convert right away.

Related: 4 Steps To Building a Brand

Bigger email list

When a member of your target audience provides you with their email address, you can do more than send them a newsletter. You can also send them more promotional emails that detail the benefits of your products or services. You can use the offer of a helpful newsletter to entice people to provide you with their email address, then use that opportunity to send out more sales emails. However, keep in mind that if you send out too many sales emails and not enough newsletters, you'll likely have a large number of people unsubscribing from your email list. This is why it's important to find a reasonable balance between the two.

How to create a newsletter marketing plan

To create a newsletter marketing plan, here are the steps you can follow:

  1. Start building your email subscriber list

  2. Set measurable goals

  3. Write your first newsletter

  4. Format your newsletter

  5. Stick to a schedule

1. Start building your email subscriber list

Building up an email subscriber list takes time, so you'll want to get started on it early. Add a small section to your website asking for visitors to provide you with their email address in exchange for information related to discounts, promotions and your newsletter. If your website offers products for sale online, you can also provide customers with the option of receiving these emails as they are completing their checkout. Not every person who subscribes to your list will open your newsletter, so it's important to grow the list as large as you can.

2. Set measurable goals

There are two types of goals you should set for your newsletter marketing plan. First, you should set one for the newsletter itself. For example, you can pick a number for how many people you want to join your email subscriber list or how many people you want to open your newsletter. Set a specific number so that you know exactly how your progress is going.

The other type of goal to set is for your business. Think about how you want this newsletter marketing plan to impact your business. For example, maybe you want to increase website views by 10% or reach a certain sales goal for the year. Again, set a measurable goal so that you can track the impact of your newsletter marketing plan on your business.

Related: SMART Goals: Definition and Examples

3. Write your first newsletter

To write your first newsletter, think of the topics you want to discuss. Gather some ideas that might be of interest to your subscribers. For example, are they looking for the latest deals, or are they looking for in-depth guides related to a topic you specialize in? You can include multiple topics within a single newsletter, but keep in mind that a shorter letter may have a bigger impact. You need to hold their interest and get the main points across within the first few minutes. If you've made a list of many topics to discuss in your newsletter, consider saving some of them for future emails.

When writing your newsletter, there are two things you'll want to include. The first is a catchy headline. Make sure the headline grabs the reader's attention. Many people simply scroll through the inboxes, so an eye-catching subject line that stands out will help encourage readers to open your message and read it.

You should also include a call to action at the end of your newsletter. A call to action is a phrase that encourages the reader to pursue a specific action. For example, your call to action could be any of the following:

  • Call us today for more information

  • Fill out this form for a free estimate

  • Click to see all our products currently on sale

Think about what you want the reader to do once they finish your newsletter, then include a few short words encouraging them to do it.

4. Format your newsletter

When sending out a newsletter, you don't want the reader looking at a long page of just text. You need to make your newsletter easy to read, which requires some creative formatting. To start, you should aim to keep your paragraphs short. If you have paragraphs that are more than four or five sentences, try breaking them up into two. This added white space will make your newsletter easier to read.

Secondly, make sure your newsletter is optimized for mobile devices. This means no large images and keeping pages formatted in a way that looks as good on a small screen as they would on a computer. A lot of people read emails through their phones, so making sure they can easily open and read through your message will help you make sure you're reaching the largest audience possible.

Lastly, all newsletters should include a link for users who wish to unsubscribe. While you don't want to lose subscribers, allowing readers to do so easily helps you maintain a positive and respectful relationship with them. The best thing you can do is include a simple link at the bottom of your newsletter that removes them from your list and provide a quick survey asking them why they are leaving. You can then use this information to better refine your newsletter marketing plan.

5. Stick to a schedule

One of the most important aspects of newsletter marketing is a schedule. You should aim to release a newsletter at regular intervals and at the same time of day. The interval itself doesn't matter too much if it's consistent. For example, you may have enough content ideas to send a newsletter once per week, but a monthly letter will also work effectively. Consistency is the most important part.

To find the right email schedule for your business, you can start by sending out your newsletters at different times of the day and testing the results. For example, see if you get more people opening your emails in the morning versus at night. Once you have enough information to make a decision, you can start releasing all your newsletters at the optimal time.

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