One of the decisive jobs for web copywriting is managing the company newsletter. Who writes it? And how is it written? Here you will find a series of fundamental tips to achieve your basic goal.
This is an essential point to define your company’s online presence. You know that email marketing is a decisive step, you have purchased a profile useful for your purpose on Mailchimp or Mailup, now you have to face the next step: how to write a company newsletter? In this case, you have to put all your copywriting skills into play.
The newsletter works; it can reach the user in a special place. That is to say, the mailbox, a reserved corner that forces the individual to a concentrated reading dedicated to the message. It also requires another step: whoever receives the content has asked to subscribe to the list.
So he expressed a specific desire: I want to read your content. Often the lists are enriched through lead generation solutions that are not always linear, this is true, but these are not ideas that concern us.
Whoever plays fair gets good results. You have a good email marketing program; you have given quality content in exchange for emails, so the agenda is full: how to write a company newsletter?
The Topic Of This Post
- 1 Define an email marketing strategy
- 2 Establish a newsletter calendar
- 3 What to write in a company newsletter
- 4 Write a company newsletter in 5 steps
- 5 Examples of corporate newsletters
- 6 Your experience with newsletters
Define an email marketing strategy
To understand what to write in a newsletter, you must first insert this tool into a complete strategy. What are emails for?
Do you need to retain the readers of the corporate blog? It may be an idea; in this case, you think about a certain type of content. Do you want to sell products or services? Perfect, this is a very different strategic solution.
With the company newsletter, you can achieve more goals. Modern email marketing programs allow you to define different templates for different needs without forgetting that you can create segments in order to send a specific message to interested contacts.
Before understanding how to write a company newsletter, it is right to define what it is for. You can manage emails to maintain a bond or use messages for lead nurturing. And feed potential customers with specific content such as case studies, white papers, webinars, and presentations.
Establish a newsletter calendar
How to write a company newsletter? By managing the times. One of the fundamental causes of abandonment is precisely this: excessive publication. On the other hand, if you don’t maintain relationships, the members risk getting the opposite result: little involvement, little attention.
As you can read in this graphic, the excessive amount of newsletters is the reason that pushes people to abandon the company newsletter. So you have to focus on careful and never improvised planning. What does this mean? How many emails to send in a month?
There is no definitive answer; this data may vary based on the type of company and the message. The basic rule is that you have to do some tests and some attempts. Only through testing can you have a clear answer. This is also about the best days and the ideal time to send – empirical evidence gives you the answer. Instead, what you need to consider is the topic of your newsletter.
You know that based on sales, commercial content can be considered too intrusive. Look at the other reasons that lead the user to abandon the newsletter: they are concerned about the contents. Which:
- They are not relevant.
- They can become spam.
- They don’t represent me.
But a discount is always nice on a specific date. That is why it is imperative to have an editorial newsletter calendar.
I usually adopt what I use for blogging, but it is the same for writing a company newsletter. You can download it for free here: here is the editorial calendar template in Excel.
What to write in a company newsletter
There are several reasons for writing a corporate newsletter. Because it is the very nature of the company that has different communication objectives, so to answer this question – what to write in a saving bond company newsletter – you must first consider the goal of sending.
One of the pillars of the company newsletter. You can use this tool to increase blog visits and drive visits. I am not referring to the daily update via email; in this case, you can use the RSS feed and Feedburner, but the sending through reasoned summary emails.
For example, Studio Samo could send a newsletter with a selection of articles dedicated to the world of email marketing. With an introduction, a title, and an image: 5 boxes with links to the article to give the registered people clear indications on the contents to read. You can do the same thing for a single, very important post.
Collection of resources
One of the contents for business email marketing. You can not always produce content to share on the newsletter, but you can make collections of resources taken from the web and which refer to something useful.
Those involved in web marketing, for example, can find the best SEO tools: at this point, your content curation will make the difference. And to allow you to write a successful business newsletter.
This is a decisive aspect of business email marketing. How to write a corporate newsletter? Focus on special content, on gifts that you can pack. In these cases, you can work with segmentations and do content marketing around the needs of the audience.
The web marketing funnel.
What to give in a newsletter? It depends on the type of lead nurturing you are doing and what level the contact is at. Then you can send:
- An unpublished article.
- An ebook you wrote.
- A slide presentation.
- A video or webinar.
- A case study or white paper.
You have to make the resource special. How long did it take you to create that ebook? And the presentation? Is the video valid? The concept of a gift must be taken to the extreme if you want to reap good results. Otherwise, your document will end up in the usual PDF folder to read.
Here you have to focus on sales and send offers, or perhaps discounts with a coupon to be exploited at certain times.
I do not hide from you that to write a company newsletter, commercial content risks becoming a problem. People hate these solutions when they become insistent and when they are taken out of context.
Dilute this work in content, do not storm those who have subscribed to the newsletter with continuous requests for attention to the sale.
Write a business newsletter in 5 steps.
Let’s get to the point, how to write an effective company newsletter? There are parameters to respect and rules to follow: the starting points for creating your content are the ones you are about to read.
Purchase an email marketing program
The first point: you cannot send a newsletter from any email program (such as Gmail). You must use dedicated software such as the aforementioned Mailchimp or Mailup. Do they have a high price tag?
As part of the business, email marketing is one of the most effective strategies for selling online. So you have to be willing to invest if you want to write a business newsletter capable of achieving success and results.
Spend time and resources on the email subject
What are the elements of writing a company newsletter? First of all: the email subject. The reason is simple; this content string introduces what you will be reading. So if you want to get good results, you have to convince yourself to click. What are the rules of an effective email subject?
In particular, you have to insert the most important aspect of communication at the beginning; in this way, those who read from the mobile phone can understand what the advantages of the message are. One more point?
Avoid any words that could be defined as spam, and don’t brag about something you don’t offer. The first click passes, then people will trash you. This is not how you have to write a company newsletter.
Make sure everything is clear on mobile.
When you have to write a company newsletter, you need one parameter: mobile. People read emails from smartphones, so your subject line must be short, quick, and communicative.
In addition, I add a point: in addition to the subject, to write an effective company newsletter, you must take care of the preview text. What mobile is added immediately after the object and makes everything even clearer?
Take care of the identity of your company newsletter.
Make sure the identity of the sender is always visible (I insert a box at the end of the email to explain who I am) and set up your email marketing program to recognize the contact’s name.
Customizing your content is important, but make sure everything works right. Receiving a message that begins with “Ciao nome_utente” isn’t the best way to energize your brand.
Improve newsletter copy and images
You have to ask yourself the right questions to write a company newsletter. E.g.? Images are important, but do they make sense? Do they help contextualize the content? What works for a blog post or landing page applies to the newsletter. Here are some tips.
- Simplify, write the right.
- Evaluate the tone of voice.
- Take care of the readability of the text.
- Insert beautiful images.
- Use the call to action buttons.
If you have actions to convey, this is the way to go: call to action buttons can make the difference; the same goes for images.
If they are added at random, they become obstacles for mobile reading, but if you are selling a holiday in Thailand and insert a photo of a beach washed by the sea and kissed by the sun, the difference is obvious.
Examples of company newsletters
The examples are endless; you can browse dozens of business emails to figure out what to post in these messages. On the Studio Samo blog, I have already addressed the issue and listed a series of cases to take as a reference. They can be found in the Newsletter Examples paragraph.
Corporate newsletter example.
Of course, there is no defined pattern. You can take advantage of visual work if you have the possibility to work with photos and images; you can focus on the text if you want to communicate differently. What matters is the data analysis.
Once again, I want to give a clear message: there is no single way to do email marketing; it is an empirical observation that gives you significant signals to understand what the customer likes and dislikes.
Your experience with newsletters
How to create a company newsletter? I usually think around the categories I have listed (blog articles, special content, collections, and promotions), being careful not to get bored. This happens:
- Avoiding excessive spam.
- Not fossilizing around a theme.
- Listening to user feedback.
- By creating newsletters around the UX.
The best way to write a company newsletter is to make people happy to receive it. Do you have any more advice?