The main aim and purpose behind newsletters is to provide all the necessary information related to the product or service provided by the business. The second aim can often be targeting a specific group and a segment of the market. An efficiently and professionally created and conducted newsletter can boost and in some cases even improve a company’s credibility and consolidate it’s identity.
Preparations for a new newsletter
At New Marketing Solutions, before we start with the process of newsletter creation, the first thing we do is to identify the target group to which we are going to send our new newsletter. A target group is a group of people who would benefit from the information communicated through our new newsletter. For example, if we presume that a particular target group is interested in purchasing our client’s products, we will narrow it down as much as possible in terms of demographics, geographical area and interests. This will greatly maximise the effects of the new email marketing campaign.
If our target is another business (B2B marketing), it is important to deliver the newsletter to employees of a targeted organisation and not only to its management. This step is crucial because with this we are showing that we appreciate the role that ordinary employees perform in a targeted organisation. Besides, it is useful to have our marketing message being communicated to as many employees as possible, because this increases the chance for the campaign to be successful. The next important thing to look after is listing the names and titles of managers from a targeted organisation, as this is a way to add a personal touch to our newsletters. Another useful tip can be giving away awards to company employees, such as an award for the employee of the month, to direct their attention to our newsletter.
The importance of mailing lists
The preparation of mailing lists for the newsletter is not so simple. For these purposes, we use the contact information from business cards, information from participants in trade fairs, information from business listings, etc… It is also possible to consider purchasing a mailing list from the company that is specialised in this area like ours, particularly with regards to the selection of the right target group.
Cost of email marketing campaign
Generally speaking, creating a newsletter can be lengthy and expensive. It is necessary to determine whether the newsletter will be developed with the involvement of employees (in-house) or with the involvement of external agencies, like ours, to design, create, publish, and send your newsletter to the target audience. It is also necessary to consider how will the newsletters be sent out, through which channel (via e-mail or regular mail). These are the questions whose answers will determine the cost, duration and frequency of your newsletter.
It is very beneficial going through examples of similar newsletters that the competition is using in a related industry that we want to target, in order to get an idea how our newsletter should look like. Then, the next step would be choosing the right look and visual identity of the new newsletter, which should be consistent with your company brand.
The newsletter should be published at least on a quarterly basis so that your customers have constant access to updated information about your company and its products. Your goal is to make your clients looking forward to you publishing your newsletter. Also, one of the mail goals is to immediately attract their attention with the title of your newsletter. A newsletter title should be given a careful consideration. There are numerous examples of eye-catching titles out there, that help draw of the reader… “Company wins the Real Estate Award” or “A new producing saving time and money”, just to name a few.
Sometimes, it is the best to write newsletter headlines together with the whole newsletter. When we write our newsletters, our aim is always for the reader to get an idea what the newsletter is all about, just by glancing at its title. Therefore we repeatedly pay attention that there is consistency between the title and the story in the newsletter.
Compliance of colours and fonts is also important. This allows customers to immediately identify from whom did they get the new newsletter. It is necessary to balance out the fonts, colours and specific illustrations. It is worth asking, are there too many illustrations or perhaps not enough? Is there too much white space? Is there too much colour or a lack of it? Are there too many different fonts? What about the quantity of information? Does the newsletter present products and services in the right way?
We are here for you.
Remember, we are here for you. If you have any questions regarding this article, feel free to comment down below. We know that email marketing is not an easy thing to grasp, but that is why we are here for you. To give advice, guide you and help you make the right choice.
Your New Marketing Solutions Team