In four steps to an editorial formula for your perfect digital newsletter
Many entrepreneurs use it on their website: being able to subscribe to a newsletter. And rightly so, because newsletter subscriptions are an ideal way to generate leads and bind customers. On one condition: then that newsletter must be and remain interesting. Leads you've lost once due to a bad newsletter are generally never regained. The step-by-step plan below helps you with a clear editorial formula, so that your newsletter collects leads and keeps them warm instead of rejecting them.
Step 1: Determine goal and target audience
Do you want to inform your customers, collect leads or work on your image? It is good to have a clear idea of the main purpose of your newsletter. The goal you pursue largely determines which content you should convey in your newsletter and how. If you want to boost your image, you will have to work a lot with creative, inspiring content. If you want to collect leads, attractive promotions and promotions are more suitable.
Parallel to the purpose of your newsletter, you need to determine the target group. Can't the target group of your service or product be captured under one name? Then explore the possibilities of sending different variants of your newsletter, aimed at different target groups. You address the sixty-year-old, experienced entrepreneur differently than the twenty-year-old starter.
Step 2: Check the regulations
Before you continue: among other things, the GDPR now imposes rules on you for sending newsletters. How often will you be sending information and for what purpose? Tenderers must expressly agree to this, so you must state it explicitly. And those different variants of your newsletter are nice, but do force you to request this kind of data from subscribers. There are rules attached to the storage of that information. Before you send your first newsletter, please do your research.
Step 3: Determine frequency, layout and format
It is useful if subscribers know for sure that they can find the promotions for next week at the top of your newsletter every Friday morning. So to speak. A fixed frequency (tip: people read their email in the morning) and layout ensure that people read your content and know what to expect. Try to build in regular sections that you have to return with every letter. It is good to include information that is not on your website; give registrants the idea that they inside information that regular website visitors don't just get!
Step 4: Measure and adjust
Have you sent your first newsletter? Top! Time to measure success and go straight into improvement mode. Various sending tools offer the possibility to measure how often your mail is opened, what recipients click on and which parts they ignore. Delete the sections that don't generate clicks and try to build on the success of your popular newsletter parts. Adjust after each mailing and make sure that recipients can also send in their feedback themselves via a link at the bottom of your newsletter. Only by continuously improving will you remain relevant.