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Writing a newsletters5/11/2023 ![]() Better imagery and thoughtful design serves the customer. When you really serve a customer and their actual needs, they're going to keep coming back.Ī clear and concise copy is part of serving the customer. Does my newsletter serve my customers? If not, stop sending it and wait until you have something that can, or go back to the drawing board. ![]() Tip: Start thinking about your communication with your subscribers as serving them. ![]() Specializing in conversion-centered projects that combine data, technology, and creativity. Matt Helbigīio: Matt Helbig is a Chicago based digital marketing expert who focuses on driving success for email & rapid growth. When you get in the mindset of providing value without a purchase, you set your email newsletter program up for success. Writing an email newsletter with an ‘all about our company/products’ focus is the number one mistake I see organizations making. (b) have some relation to the product or service you provide. (a) be of interest to your target audience If your target audience is marketing directors, articles about the pros and cons of an agile marketing approach would provide value without a purchase. If you sell hiking gear, a list of the top hiking trails is editorial content. The remaining 40% or less should be promotional content.Īrticles introducing your new sales manager, case studies about client successes, and discussing why your product is better than the competitor’s product are *not* editorial – they do not provide value without a purchase. As such, you should have at least 60% editorial content, which provides the reader value without a purchase. But you have to remember that it’s a newsletter, not a stand-alone promotion. Tip: An email newsletter can be a great way to keep your brand top-of-mind, showcase your expertise and drive leads and sales. She is Founder and Chief Strategist for Email Optimization Shop, a boutique consultancy which helps medium- to enterprise-sized organizations make their email and other online marketing efforts more effective and more profitable Bio: Jeanne is a recognized expert in the email marketing world.
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