The whole reason for an email newsletter is to keep your audience engaged. But not every topic you write about will be interesting to everyone. However, here’s a few general tips fellow marketing VA’s can use to grab their client’s subscribers’ attention and keep them engaged.
- Keep them regular
Depending on the type of business, how much information you need to send to the audience or how much time you have to put content together, the frequency of newsletters varies massively. The main thing you need to discuss with your client is how often they want to send out their newsletters, and then stick to it. But don’t make it so often that the newsletters then become spammy.
- Think about the structure
Having too many topics in one issue makes it seem cluttered and unfocused. To grab people’s interest, make sure the focus and content of the issue are clean and only have one main call to action each time.
- Balance your content
Subscribers don’t just want to hear about products and services. Newsletters are a great platform to launch new client products, but the sales pitch should be less than 10% of the content. The rest of the content should be a mix of news, case studies and other interesting information to get people reading. Encourage the readers of your clients newsletters to open and read each newsletter by giving them something different and unique to what other companies in the industry are offering.
- Cut down on the unsubscribes and spam ratings
Minimising unsubscribes and spam rates is essential. Each of your client’s landing pages should tell people exactly what’s in the newsletter the subscribers are signing up for, and how frequently it will be popping into their inbox. Adding a header onto newsletter also lets people know why they are receiving it (because people tend to forget!).
- Write attention grabbing headlines
Everyone judges a book by its cover – and a newsletter? By its headline! Make sure every subject line you write is completely unique, and so intriguing that subscribers will want to read more. Subject lines are the most important thing, because it’s what entices a subscriber to click.
- Keep it clean and to the point
All newsletter copy should flow, and adding pictures gives it that room to breathe. Ensuring your newsletter isn’t too crowded will encourage readers to carry on till the end.
- Make the key content easy to find
People don’t have the time to read things properly in their busy schedules, so make sure you have all key content clearly signposted. Hyperlinks are perfect, especially at the beginning of a newsletter. Highlight all of the keywords and phrases so that readers can scan the copy and find the relevant content easily.
- Don’t make unsubscribing a chore
Every single email newsletter that goes out must have a clear unsubscribe option under the GDPR laws. If it doesn’t the emails get marked as spam and it will be a big black mark against your client’s marketing emails.
- Match the content to the audience
Write high-quality and relevant content that corresponds with the industry your client is in, or perhaps with something they are launching soon or have in their product range and services.
- Use analytics to see what’s working and what isn’t
The best way to improve on something is to see what’s working by analysing it. Ask your readers of your newsletters regularly what they would like to see more of. Most email sending services also allow you to track the click rates, so based on the most popular newsletters, you can make positive improvements.
Virtual assistants are fantastic for support with newsletters. So keep experimenting and find that sweet spot that works best for your clients.