A newsletter is a tool for content distribution and communication with the client. It’s a commercial and positioning tool within any content marketing strategy.
Here is the simple but work advice that can help you create a perfect newsletter!
1. Short and effective subjects
We recommend not to exceed 50 characters or its equivalent of 6 or 7 words.
The gateway for your users to open the email is the subject line. That’s why it should be short and convey some valuable content. Learn how to formulate your thoughts well by reading different samples of text at the paper writer service. Try not to be abstract in what you communicate, but instead take the opportunity to distribute the content in the best way. Many subscribers will not have time to open the email, so the subject line is fundamental for content distribution.
Some examples:
Good: 5 Tips for writing a post
Bad: Learn in this post 5 keys to write a post.
2. Coherence between subject and content
On the web, reasonableness and honesty are key. The promise you express in the subject line must be fulfilled in the body of the message. If you announce keys, tips, advice on any topic, that content must be in the body of the email. Otherwise, you will jeopardize the credibility of your brand and the distribution of the content.
3. Include links to texts and images
Each user has different information consumption habits. For this reason, you must consider that some users will click on images and others on texts. Having this issue covered facilitates the conversion to your website or multimedia resources. If you are going to include a video, put an image with a ‘play’ icon, but also make sure that if the user clicks on the video title, he/she can play it.
4. Pay attention to the design
Both your website and your newsletter should be attractive. You should work with an experienced web design company. Your newsletter should be simple and practical at the same time. The priority should be on what you want to communicate or the objective of each newsletter. The form is essential, but there must be a middle ground where the design and messages support each other to achieve your conversion. There are many options, and the best way to know what is being done in your segment is to subscribe to newsletters from your competitors or other related companies. This way, you will see which are the visual choices to present.
5. Have a goal
Finally, remember to have a clear objective with each newsletter you send. Remember that an email should not play the role of a website. The newsletter is the vehicle to bring people to the brand’s website.
Several tools for sending it allow you to know metrics and consumption statistics in detail.
4 metrics to measure the newsletter:
1. Open rate:
How many emails were opened out of the total number sent? A reasonable opening rate in the industry is estimated at 20%.
2. Click-through rate (key metric in a newsletter):
What contents of the newsletter were clicked on and where? Was it the title, an image, the text? This will allow you to take actions according to the type of resources with more results, including them more frequently. It is a good rate if you have a 15% click-through rate on the open ones.
3. Bounce rate:
Once you submit, check the metrics of your site. The bounce rate indicates how quickly the content or web page was abandoned. A rate above 80% could mean that something is not working. The lower this rate is, the better. It shows that the content is being consumed. Don’t forget that it is essential to have a good website design. There are excellent companies that can help you and with a lot of experience.
4. Time of permanence:
As a complement to the above, if you have a good website design, google analytics will show you how long they are spending on your website in minutes and seconds. One minute of consuming content on a single web page is an excellent indicator to give you an idea.
According to your objective, you can choose which metrics you are interested in. Don’t forget that your SEO strategy will be effective if you have a good content marketing strategy, and the time spent is usually better than with paid campaigns (SEM).
Reviewing these metrics against your strategy will help you confirm whether or not you are on track and if your content strategy is working.