Many companies are transferring all of their marketing over to a digital platform. It’s in with the digital, out with the print. And as this transition happens, the ideas about what’s best in digital marketing keep changing. Ideas seem to arise as often as the sun comes up, and companies are getting more and more creative with their marketing efforts.
Email marketing is one of the best ways to reach customers in a personalized fashion. You can target different parts of an email to different customers and use a/b testing to see which one attracts the most interest. Software like Mailchimp and Informz, email marketing software, offer different stories targeted towards different potential customer demographics to ensure each email is personalized towards the particular email receiver.
Email newsletters can be beneficial in helping your company target different customer demographics through the usage of multiple stories. Many email software programs have a way to create one story and send it to a target group, and send a different version to a different target group. The use of multiple target groups and stories ensures that your potential customer receives the information that is most pertinent to their decision of making the sale.
Email newsletters should be consistent with the right content and context. It is important to stay relevant and transparent with the information you are sending, so that your email subscriber stays engaged with the information week after week.
Hubspot reviewed three ways to create quality content in their blog, “How to Write Email Newsletters That People Actually Want to Read”:
Make it feel like you’re writing directly to the reader
It’s easier to engage with something that feels personalized. If your weekly newsletter feels as if it is generic or basic information, the reader will not look forward to it’s arrival in their inbox. Using relevant information will draw the customer in and get the excited to receive your weekly message.
Don’t hyperlink an article without reviewing it
It’s important to have a reason behind the article you referred to. Giving your insight on the article you refer to or recommend reading will make it feel more personalized than just providing a link. Your subscribers want to engage with you, not just the content you provide.
Use the same feel as you do in your online blog or branding
Keep the theme of your content consistent. Your subscribers should be able to notice your brand immediately because of the look and feel. You want to keep your brand engraved in their mind because of the uniqueness and relativity of the content you provide.