You’ve seen thousands of these before. Pre-GDPR every company on the planet would auto-enrol you into their mailing lists and oftentimes you’d be bombarded with their email newsletter campaigns, read maybe 1 per week and unsubscribe when you’d finally had enough. I’ve done that before too and it made me think – what would I actually like to read in an email newsletter? It’s so easy to decide that business owners would love to read through reams of news about how great you are but would they? If someone sent you a daily email filled with content that means absolutely nothing to you, I’m sure you’d understand. So here’s what SweetLeads like to think of as Email newsletter best practice.
Email Newsletter Best Practice
First and foremost, email newsletter campaigns shouldn’t be sent to cold leads.
Content is easy if you know your customers and prospects well. In my opinion, email newsletter best practice is to try to get into their minds and build your newsletter from their perspective. I’d start with asking them and imagining what I’d like to read too – sometimes quirky ideas can go down a treat. If you can’t ask your prospects and customers, then this might be a little more of a challenge. Here are my ideas for 2 different customers:
If my chosen target was energy managers, I’d include updates on new technologies that might be helpful to them, some tips on dealing with electricity or water challenges and the best sustainable sources. Maybe create a guest blog with an industry leader from an energy firm or one of your biggest customers. The most important part of this newsletter is to give the energy manager a deeper insight. If you teach them or show them another way, they’ll respect you and know exactly where to come when they need assistance.
This is a much wider demographic than Energy Managers so you’d have to break it down into chunks. You could have different lists for developers, system administrators, cyber security experts each receiving niche information or you could feature each topic on one list. I’ve found a great example of a newsletter for IT, it’s from The Register
Email Newsletter Benefits
The objective of the newsletter is to engage with current customers and warm prospects. This interaction can cement your place as an industry leader; you become the company they think of first after you deliver insight after insight straight to their inbox. When it comes to email newsletter benefits, take a look at the following list as these are outcomes I’ve had from my own email newsletter campaigns:
- Enquiries about new products from existing customers
- Converted sales from those appointments
- Leads from new subscribers
- Improved customer relationships
For another email approach, take a look at our Direct email marketing campaign