Why Create a Newsletter?
As a cornerstone of email marketing and content marketing as a whole, newsletter writing is sometimes overlooked in favor of lead generation assets such as white papers and eBooks. However, once leads are captured, email newsletters are an essential part of the follow-up process to convert website visitors into paying customers.
So, what’s in a newsletter, then? In short, anything and everything related to the company sending it out. But, as its name implies, it focuses primarily on relevant news about the organization’s goings-on that readers will be interested in. And those topics can range from new products or services to updates about the industry.
Brafton’s newsletter writing service covers everything from content creation to management of email newsletter campaigns. Industry-focused writers partner with content marketing strategists, project managers and designers to ensure your newsletters are tailored from top to bottom to engage your target audience with valuable, relevant content geared toward driving traffic back to your website and serving established commercial goals. Campaigns are thoroughly tested and measured to determine performance and support further refinement to maximize results.
Partnering with a content marketing service provider like Brafton ensures your newsletter marketing efforts are optimized to speak to your target audience. Our dedicated team of professionals works to translate your products and services into easily digestible content via engaging content capped with a pointed call to action.
Email Newsletter Value
Despite the rise of social media and new marketing techniques, email marketing remains one of the most essential components of successful content marketing. Email consistently delivers high return on investment, indicating consumers are engaged with well-designed email content writing such as newsletters.
Thanks to the ubiquity of email as a technology, as well as advancements in email marketing automation technology, it’s easier than ever to reach vast amounts of people with email newsletter campaigns. At the same time, recipients can be segmented based on demographic information, including age, gender, job title and more, so you can drill down to your target audience even while reaching out to a huge number of people.
Lead generation content marketing assets may be essential to capturing individuals’ personal details, but acquiring a lead is only the first step in the process. You must then nurture leads to help them through the sales funnel from general brand awareness to making a purchase.
Email newsletters allow you to accomplish this, keeping your brand and its value proposition top of mind for consumers without overwhelming them with overtly promotional content or sales pitches. Instead, through email newsletters, you can highlight your expertise, demonstrate your trustworthiness and subtly accentuate your products and services.
Newsletter ROI is greater than you might expect. Because newsletters are so effective in generating leads and converting an otherwise would-be customer, they can prove immensely effective and valuable.
As part of our newsletter writing services, Brafton’s full-service newsletter management solutions provide creative and technical resources to ensure you’re consistently delivering valuable content to your new leads, directly in their inboxes.
Email Newsletter Writing Process
Incorporating industry knowledge, internal subject matter expertise and proven email marketing best practices, your Brafton content writer will create email newsletters designed to resonate with your target audience, whether it be through the inclusion of news-based trending topics, educational evergreen articles, interviews with thought leaders or more.
From there, it’s all about consistency! Brafton works with you to coordinate the content and editorial schedule best suited to retain audience engagement. There’s nothing worse than capturing interest in your timed content, only to have it fall by the wayside. Planning a schedule of email marketing content will ensure you’re keeping brand awareness at the forefront of your overall marketing strategy. We’ll also advise you on how often you should be sending newsletters so that your target audience doesn’t tire of receiving them. (Hint: It’s typically at least once a month and no more than twice a week, but we’ll figure that out for you.)
Your Audience Deserves Custom Newsletter Content
Newsletter article content will vary depending on the recipient. For instance, existing customers may be more interested in news and information about products, services and company goings-on. Meanwhile, potential customers will likely respond more positively to content that demonstrates the value provided by your business, or more general information that presents your organization as a thought leader in its space.
B2C vs. B2B Newsletter Strategies
While business-to-consumer newsletter creation may sometimes focus on generating direct conversions in the form of a purchase, business-to-business email newsletters tend to concentrate more on other conversion options, such as product demonstration requests, as well as upsell opportunities in the case of existing customers.
How It Works
Brafton’s newsletter writing services begin by zeroing in on your target audience, with content based on subscriber personas, demographics and the stage of the buyer’s journey. The goal is to create content that is personalized to the recipient in order to encourage higher open and click-through rates. Brafton content writers also understand the importance of avoiding the use of identical layouts, including both text and images, for different campaigns and audiences. The tone and style of the writing should be tailor-made for the individual it’s intended for.
Great Subject Lines Boost Open Rates
Special attention is paid to the creation of subject lines during the email newsletter writing process. Your content writer is trained to utilize language proven to increase open rates, such as words that instill urgency and value in the reader’s eyes. Together with personalized details, such as the recipient’s name, industry or location, direct subject lines that incentivize opening emails help support greater ROI. At the same time, Brafton content writers know to avoid false or overly dramatic language that may turn off recipients or cause email service providers to mark emails as spam.
Compelling Newsletters Rely on High-Quality Content
Content itself is crafted with a balance between education and entertainment in mind, appealing to recipients through interesting topics that also provide relevance and value. Overly long emails are avoided in favor of direct-yet-engaging newsletters designed to grab and hold on to audience attention, encouraging recipients to learn more.
The content included in your email newsletters can be repurposed from existing blog posts, white papers, eBooks, infographics, videos or more. At the same time, your Brafton content writer can craft completely original content as you prefer. The goal, regardless, is to ensure all content appeals to the wants and needs of your target audience and demonstrates your standing as a source of value and relevance for customers.
Emails Rendered for Readability
Beyond the content writing service of the email newsletter itself, it’s vital to ensure the email’s format as a whole is readable and engaging. This includes using bullet points and subheads to break up walls of text, as well as implementing rich media options, such as custom images and videos. Brafton designers and videographers can create custom illustrations and clips intended to drive traffic back to your website, as well as unique, clickable calls to action that simplify the conversion process and provide current and prospective customers alike with easy next steps to follow.
Email Newsletter Campaign Management
Beyond the content creation portion of Brafton’s email newsletter writing services, you can count on your content marketing strategist to utilize leading marketing automation technology to engage your target audience and ensure newsletters reach their intended readers. After all, your marketing strategy is just as important as the campaign’s content.
Your strategist can walk you through your campaign’s data analytics showing how your email newsletters are performing in terms of open rates, click-through rates and conversions.
Your strategy may then be adjusted and improved as necessary to maximize ROI and ensure your email newsletter campaigns are turning your subscribers into clients. Brafton’s end-to-end newsletter management services give you the platform, tools and data to deliver high-powered content directly to your customers’ inboxes. Trust our team of dedicated professionals to give your newsletter marketing strategy the results it deserves!
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