5 Strategies for Creating Customer Newsletters That Work
Newsletters are one of the most effective forms of marketing for connecting with customers and generating new business. According to Salesforce, 95 percent of consumers who signed up for a newsletter from a recognized brand found it useful. The ROI on newsletters is significant — the Direct Marketing Association found that email newsletters have an ROI as high as 4,300 percent. Whether you’re sending an email or a printed newsletter, it builds relationships, gets customers excited about new products, and keeps your brand top of mind. Here’s a closer look at what you can do to create effective customer newsletters.
Focus On Valuable Topics.
Have an editorial plan for your newsletter. Your customers may be interested in the latest company news and product promotions — in moderation. Hubspot suggests your newsletters should be 90 percent educational and 10 percent promotional. Focus on informational topics that are relevant to your customers’ needs. For example, a customer newsletter from an IT company could offer email security tips their clients could implement, or provide tips on choosing the best smartphone for business. Content should be timely, targeted, and actionable with your audience needs in mind.
When customers expect your newsletter, they’re more likely to engage with it. How will you send the newsletter out? How often can they expect it — weekly, monthly, or quarterly? Will each newsletter include information on your latest products or a discount for the customer’s next purchase? Set clear expectations for your newsletter when people sign up to receive it.
Use Consistent Branding.
Your customer newsletter should clearly align with your company’s visual identity. Feature your logo, color scheme, and imagery that mirrors what customers see on your website and social channels. By offering consistent branding in your customer newsletter and across channels, you’ll reinforce your company’s positioning with customers and help create a polished, professional image.
Choose the Right Design Tools.
Some business people hesitate to use newsletters because they believe newsletters either look unpolished or are expensive to create. Maintaining a consistent calendar is another burden. Using tools like Adobe InDesign CC, it’s possible to start with an existing professional template and customize it to highlight your branding. Add your logo, change the colors, and edit the layout and content to support the marketing strategy you’ve developed. Then simply reflow new content for the next issue. With the right tools, it’s possible to create your newsletters in-house to control costs and still ensure a beautiful, effective design.
Make One Call to Action.
A call to action tells your customer what to do after they read your newsletter. For example, a landscaping company might send out a seasonal newsletter that talks about winterizing your garden and remind customers to set up an end-of-summer appointment. For each newsletter, choose one clear call to action that ties the content to what your business offers. Make it visually prominent within the newsletter’s design.
Are you ready to design your own newsletter template? Check out this tutorial on how to use Adobe InDesign to create a custom-branded newsletter for your business today.