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Newsletter contents
Of course, a company newsletter, i.e. a business mailing, is not intended for the pointless amusement of the reader. From a marketing perspective, a newsletter serves to build trust with prospective customers and to retain existing customers, who are repeatedly reminded of the company by the newsletter.
It would be highly uninteresting to constantly have to read only product presentations and praise of the company. Confronted with this, most readers panic and look for the quickest way to unsubscribe from the imposed homage.
"Gimme more!"
What keeps readers' interest fresh in the long term? What is the best way to design your newsletter mailing? Convey a real benefit, which ideally has an immediate effect and is free of charge. Ongoing tips and tricks from your own industry turn many a newsletter into a highly anticipated piece of electronic mail.
Provide software tips, ideas for interior design, suggestions for self-coaching, motivation for healthy eating. Include a short course in your newsletter. For example, "The social consumption of crustaceans in 4 chapters."
... e lui dice: "Avanti!" Hahaha!
Or tell a joke in Italian and promise your readers that they will be able to laugh about it after the fifth subsequent mailing. Because the next issues of the newsletter will include a mini Italian course, ecco!
Gift to partner
Do you work with cooperation partners? Congratulations, you have set up a great partner loyalty program with your newsletter. Because every now and then one of your partners can advertise for themselves in your newsletter. This saves you work and can even add value to your newsletter. However, make sure that the content of the advertisements you include is not too far removed from your own content.
The power of the headline
When designing the content of your newsletter, take an example from newspapers, but not from crime novels: the most important things come first.
Nobody reads an e-mail all the way to the bottom to find out who the murderer was at the end. It's best to reveal the murderer in the first paragraph of the newsletter. And you also point this out in the subject line of the newsletter.
Hello world
Don't forget to greet your readers. After all, a newsletter by e-mail is still just that: an e-mail. And emails are perceived as far more personal than articles on websites. But save all the thank-yous for the upcoming Oscars. Keep the greeting short and get to the point quickly.
Standard dances
Then there are the standard elements of every professional newsletter:
- Unsubscribe,
- Forward,
- Imprint.
If you want to leave, it's best to let them go: "I want to inform, but not disturb. ...." There's nothing worse than simply not being able to unsubscribe from the newsletter. And you preserve your good reputation.
Who actually sends the newsletter? Anonymous mailings lose valuable trust. In addition, the stricter legal provisions (Telecommunications Act, media law) increasingly require the sender to be clearly identified (company name, postal address, telephone number, e-mail address, "page line").
Avoid impersonal and dismissive sender addresses such as "noreply@musterfirma.at". Use a sender address that says something to the readership.
The power of the source
As you can see, a successful newsletter takes time and effort. If you plan right from the start, you have already paid half the rent. Draw up a mailing plan for the next 12 months. Note down the day of the mailing, the content of the main article and make notes on two or three other articles.
Where could you get your tips and tricks? Write down at least the sources you will be looking for later (newspapers, magazines, books, other websites, industry gurus). Which partners can contribute to your newsletter, when and with what content?
Planning, planning, planning
You can be sure: it will be Christmas again on December 24! Prepare the content of your Christmas campaign in spring.
And Easter also repeats itself every year. And your company birthday falls on the same date every year. And all schoolchildren go to school in the fall. And it's hot in summer. And cold in winter.
All this can be taken into account today when planning your newsletter.
Send now
Then there is the question of when e-mails are sent. Check your web statistics to see when your website receives the most hits. This is the best time for your e-mails to reach their recipients. For private customers, this is more likely to be at weekends or in the evenings; for business customers, it is more likely to be during business hours, with the exception of Monday mornings or Fridays. Good email times here are usually the start of work or the half hour before the lunch break.
We wish you every success!
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