What Type of Newsletter to Write to Grow Your Community?

Today, sending newsletters may seem like an archaic means of communication. Many brands are convinced that their readers have become lazy and no longer bother to read content sent by email. However, emailing remains a preferred and ultra-powerful tool in web marketing. It’s one of the most effective channels for sending messages, but it must be used intelligently to grow your community, communicate with it, and direct it to an internal link on a website or a landing page.

What is the best approach to adopt when writing your newsletter? Trustt offers you personalized training with essential points for writing a quality newsletter! Discover our solution for an effective emailing strategy!

A Newsletter, What For?

The primary interest of a newsletter is obviously to attract internet users to your brand, to build loyalty in your community, and to convert your prospects into customers. Once contact is established with a subscriber, the newsletter is a fantastic way to keep them. By establishing a weekly, monthly, or even quarterly appointment, you allow your contact list to stay informed of all the news and include them in your marketing process.

Less volatile than a social media post, the newsletter sometimes has a better chance of being read, especially by those who don’t regularly follow you on Facebook or Instagram. The goal is to directly bring internet users to visit your site or blog: most subscribers are fond of emails if they are well-designed.

It’s also a privileged and inexpensive way to establish your identity through relevant content that your subscribers will enjoy reading. There are countless reasons to write a newsletter for a specific audience, but you need to have the keys to write THE newsletter that will help grow your community!

The Key to a Successful Newsletter: Finely Crafted Content

You should always keep in mind that the newsletter is a communication tool, and should not have the primary goal of instantly increasing sales, at the risk of losing your readers and especially customers. Indeed, when receiving a newsletter, internet users who are interested in your brand often expect to read quality content. How can you offer relevant information to your followers? There are some rules to follow and tools to create them.

Be Impactful

Email has almost become “intimate” over time because a relationship between the sender and the receiver is woven through it. Forget the pompous style and address each contact as if they were unique. This is the secret of a newsletter that will attract the prospect’s attention among the dozens of spam they receive daily. Eventually, once your email base is sufficient, you can segment it and make personalized sends to specific targets: this is the holy grail of effective mailing.

Prioritize a striking title and subject, without falling into the artificial. Take inspiration from newspaper headlines to catch the eye and above all remember: a subscriber will remain subscribed only if they are satisfied and therefore if your content is well-crafted! It’s all a matter of balance, the newsletter should allow you to condense the universe of your brand into very few words. Convey an impactful message for your contacts. For this, a key figure or image is often much more impactful than long texts! The key indicator to follow here will be the open rate, which is calculated as follows = number of email opens / number of emails sent *100. In B2C, the average open rate, depending on the sector, is generally between 20% and 25%: this is a threshold to reach and exceed!

Adapt the Tone to the Desired Objective

Beyond these basic tips, adapt the tone to the desired result. If you want to praise the merits of your products, prioritize showcasing the object itself by referring the internet user to their status as a consumer. If, on the contrary, the goal is to develop your universe, don’t hesitate to create original content, to use the design of your site or blog in order to immerse your recipients in it. The essential thing is to define a clear objective before starting to write a newsletter!

Seize the Opportunities

Valentine’s Day? Father’s Day? World Environment Day? Choose the occasion that aligns with your brand and use it to create Newsletters that will immediately engage your relevant contacts. Are you launching a 100% green day cream? Take advantage of this to craft your Newsletter around environmental protection to immerse the subscriber in your universe through an impactful event!

On the Content

The idea is to create specific types of content: informative (tips and tricks, brand information), transactional (special offers, bundles with, for example, 2 products purchased for a free travel kit, etc.), relaying content from the website, etc. You can mix 2 types of content within the same newsletter to address all needs. Also, consider including your community in this newsletter – sharing the best reviews, community content from influencers about your products – to put your consumers at the heart of your actions and build loyalty.

The Call-to-Action

The Call-to-action – or in French “appel à action – refers to the” use of buttons within your Newsletter. Add an internal link to your site to encourage the reader to click and discover your brand or company’s universe. The “main objective: to grow your community and generate more and more views of your site or blog. Your Newsletter may have all the qualities in the world, but if it doesn’t fulfill your objectives (getting subscriptions to an offer, increasing your audience, generating traffic, viewing your articles…), it isn”’t effective.

Choose the right eye-catching words. To generate clicks, you need to be convincing: you can favor the imperative click, try, don’t wait. However, some brands are now changing perspective by directly including the subscriber through the use of the first person for a more effective call-to-action: I discover, I shop.

Also consider the design, a key element of “a successful call-to-action! Keep it simple so that the” eye doesn’t receive too much information.

Finally, the positioning of the call-to-action is essential as it’s the element that will generate traffic. Place it strategically in your Newsletter so that it’s the first thing that catches your recipients’ eyes. If you’ve inserted it in the heart of your Newsletter, don’t forget to put it at the bottom of the page, in a different design for example, to vary the appeal! The important thing is that your data is relevant to your reader.

The “indicator to follow here will be the click-through rate, which is calculated by the number of clicks on a link in an email divided by the number of” emails sent multiplied by 100. This is essential data for calculating the effectiveness of your Newsletters.

Finally, consider landing the visitor on a dedicated and adapted landing page, so they don’t have too many steps to go through before directly accessing your offer or site.

The Newsletter, Outdated or Essential?

The Newsletter refers to this information letter that we’ve all received at least once in our inbox, coming from a site or directly from a brand. It can cover the company’s commercial activities, new products, news… The Newsletter is always sent to an audience that has voluntarily subscribed (through an opt-in system), hence the importance of making it a relevant tool for your marketing campaigns. You’ve collected several emails from prospects who are interested in you; it’s an opportunity to speak to them relevantly and not disappoint the trust they place in you. Offer them lively content, alternate text and images, take care of your design: your reader doesn’t want to read between the lines. For this, deliver concise and clear information. As we’ve seen, the newsletter remains an effective solution in your marketing strategy to increase your company’s visibility on the web.

All these points should be applied during your marketing campaign to optimize your content, attract customers to your blog, and generate more audience for your brand. However, be careful not to overdo it, which could have the opposite effect!

So, are you ready to start writing a powerful and unifying Newsletter?