Brands consistently use email newsletters to support their content marketing goals, and email newsletters may be essential for companies to futureproof their communities following this pandemic.
Email newsletters are the third most commonly used content type for B2B marketers, surpassed only by blog posts and social media content. One in three B2B marketers also says that email newsletters are the best way to nurture leads, meaning that email newsletters can drive significant results for your business if approached from an audience-first perspective.
To demonstrate how you can delight your community through email newsletters, we’ve partnered with the #ContentChat community to explore how to provide value through your email newsletters and share our favorite email newsletters for content marketers.
How To Provide Value Through Email Newsletters
As many marketers can agree, we are a tricky audience to target. We often have a high standard of what we expect from marketing communications that target us. And this especially stands for email newsletters, where marketers require personalization and clear value to keep their subscription.
When building and refining your team’s email newsletter strategy, consider these seven essential value-add elements:
- Before-and-after examples/case studies: Showcase any before-and-after examples, with specific details on what the initial goal was, how the team developed its plan, and the achieved results. Provide as many behind-the-scenes details as possible, including the main hurdles you overcame. The goal is to explain how your community can accomplish similar results or how you can partner with them to conduct similar work.
- Checklists: Distill key topics or a process into clear steps or elements to consider as a checklist. These are incredibly easy to make and should directly guide your ideal reader through completing a process or ensuring they don’t forget any key details when completing specific recurring tasks.
- Goodies and freebies: Email newsletter subscribers appreciate being rewarded for their loyalty. Provide high-value content, discount codes, event invitations, or other exclusive content or opportunities.
- Personality: One of the most challenging things to develop in an email newsletter is a personality and voice that matches your audience’s expectations. This will, in part, rely on your team documenting its ideal brand voice. However, it also challenges the email newsletter writer to cut the jargon, sprinkle in personality when possible, and truly understanding what your community wants.
- Relevant links: The average click-through rate for email is 2.62%, meaning there is an excellent opportunity for brands to focus on providing high-value and relevant links. For every link you include, explain why that resource or asset is important and how it will benefit the reader. If your email newsletter serves more as a blog subscription or news aggregator, it may be difficult to achieve a strong click-through rate.
- Templates: Include free-to-download templates that help make your communitys’ work easier. These can include any range of templates that complement your priority topics, including social media content planning grids, annual blog content audits, thought leadership development worksheets, and more.
- Visuals: Provide visuals that back up a key point of your email newsletter. Not only do visuals help improve the reading experience and reinforce your key points, but these visuals are also perfect for sharing on social media.