6 Types of Marketing Content to Add To Your Newsletter
Since email is 40X more effective for acquiring new customers than Twitter and Facebook combined, you gotta start investing in this marketing channel. Need some strategic direction? Here are the 6 different newsletter examples and ideas to inspire your next campaign!
1. Company Insights
It’s no longer just the product that matters most to consumers. It’s the brand, too. A new study suggests that almost half (48%) of millennials are more likely to place an order with a business if they know the people behind them.
At the same time, PwC estimated that 59% of shoppers feel that companies have completely lost a ‘human touch’.
Your corporate newsletter is a great way to bridge this gap. Use this channel to introduce your subscribers to the company and the people behind it. Here are some ideas to swipe for your next newsletter:
- Personal note/letter from the CEO
- Behind-the-scenes sneak peek into your operations
- Positive press or industry awards/accolades
- Team member spotlight
- Community initiatives/support
2. Discounts, Coupons, and Gift Cards
Everyone loves a good deal. And as we wrote in our previous post on using discounts in your marketing, most shoppers will end up spending more than the original value of their gift card, meaning that your brand won’t lose money.
Still, you have to be careful with dolling out discounts and promos as doing so too frequently can undermine your brand value. Plus attract the wrong crowd of too budget-conscious shoppers. To avoid that, apply the next simple rules when using coupons and discounts in your email marketing campaigns:
- Use discounts as an incentive to sign up for your newsletter. A survey by Technology Advice, says that a small discount/coupon is the top reason why shoppers opt-in for newsletters. Plus, giving customers a discount activates the principle of reciprocity, prompting them to “return the favor” to you.
- Include discounts into special email types — weekly/monthly deals, seasonal promos, pre-launch sequences, and cart abandonment emails to get the best results.
- Tier your discounts, based on the person’s loyalty status. Larger discounts or gift certificates should be reserved for your biggest accounts only!
P.S. We have several attractive free gift certificate templates to complete your newsletter template! Check these out.
3. Product Updates and How-Tos
Of course one of the main reasons for having a newsletter in the first place is to keep your customers (and leads posted) on new stock or new services. But the key here is to avoid blatant self-promotion as nobody likes that.
The easiest way to do so is to mix-up content formats in your newsletter. Instead of constantly sending “what’s new in stock!” types of emails, try the next ideas instead:
- Share a case study with a customer testimonial
- Curate voice of customer data and reviews from social media
- Shoot and send a product how-to video
- Highlight the lesser-know product features
- Inform about any changes in services delivery
- Answer some of the common FAQs.
Take a look at how Figma expertly packed multiple types of updates into their monthly newsletter.
4. Customer Appreciation Notes
Let your customers know that you appreciate their business and value them a lot! Customer appreciation emails can majorly help you retain, reactivate, and reward your subscribers at once. A pretty powerful combo, eh?
So what types of customer appreciation emails should you send:
- Special day emails — birthdays, seasonal holidays, special milestones.
- Early access emails — to new content, products or features
- Personalized thank-you notes
- Gratitude emails celebrating your community
Blume sent this heartwarming email to their newsletter subscribers that also crowdsources for new product ideas:
5. Polls and Surveys
Here’s how to make a newsletter that your customers will love — ask them directly about the type of content they prefer! Email is a great avenue for collecting customer feedback on your service levels, products, content, etc.
The key, however, is to keep your poll short and sweet, rather than endlessly annoying (no one’s going to fill that one out). Ask people to vote on two or three items most.
Whittard of Chelsea, for instance, ran a “Battle of the Lockdown Brews” series over several weeks, asking their subscribers to vote on the best tea type in each category. This clever campaign introduced people to new blends, plus steered up the engagement among subscribers.
6. Data Insights and Statistics
If you run bigger operations, you probably have an in-house analytics system, crunching all sorts of interesting numbers. Share some of them with your customers!
Alternatively, you can also create a round-up of stats from other sources and present these to your customers as infographic or shareable images. Such data-packed newsletters typically get shared more often, resulting in a higher exposure for your brand! Or even a full-blown viral campaign.
Spotify is, arguably, the master of creating cool data-stories and turning them into ad campaigns for various mediums:
Now you have plenty of content ideas for your newsletter! Don’t waste any more time on reading and start putting these into practice! Experiment with different content types in your newsletter, carefully measure the audience response to these, and then scale what’s working best!
Photo by Torsten Dettlaff