Bestselling author Alan Lakein once said, “Planning is bringing the future into the present so that you can do something about it now.” We all start a new marketing season with the best of intentions, but somewhere along the way we realize we have forgotten to plan and end up scrambling in our marketing efforts. Email marketing is no different. Planning email campaigns as you prepare your marketing for the year is essential to email success. To get you started on the planning path we’ve outlined 4 of the most common types of email campaigns: newsletters, promotions, invitations, and announcements. You’ll learn what they are, when to send them, and get a peek at some well-executed examples of each.
What is it? An email newsletter provides useful information and content to your audience. It can be tempting to fill a newsletter with promotions about your products, but you are likely to turn off your subscribers. Email newsletters are your chance to present yourself as an expert in your field. It is not about what you sell, it is about the expertise you can share so you can build trust towards making a purchase later or increasing customer loyalty. Provide content that can better the people or businesses you serve. Promotions can be included, but should be the unobtrusive, secondary focus.
When should I send it? Most companies send their email newsletters once a month. There are some who send weekly newsletters and some who send quarterly. You will need to decide first, what is manageable for your team and second, how often your audience wants to hear from you.
Here are two excellent examples of email newsletters.
Why it Works:
- Intro is short, but informative.
- Content sections are interesting and give the reader an opportunity to click through to learn more.
- Clement makes it easy to contact them with links to Request a brochure and Arrange a meeting. They also provide their email address and phone number.
- Images add visual interest, but they are not necessary to understand the message.
- Design is consistent with Clement’s branding, giving them more familiarity and credibility
- The header is small, allowing the reader to get right into the content.
- Articles summaries are straight and to the point, making them easy to scan.
- Click through opportunities are provided with each article.
- The sections in the right column are broken down well and are kept short.
- Advertisements are present, but not in the way.
- Links to Fast Company’s social media pages are found at the top and bottom of the newsletter.
If your newsletter is a stand out, send it our way. We’d love to feature it in a future post. Come on back to the blog on Monday to learn about email promotions.