Pick any part of the world that has a relatively significant media reach, and you’ll find that the media giants that are occupying your airwaves—your culture, are the very same media giants (more or less) occupying theirs. How did this happen? Thanks to the Internet, cable/satellite TV, and other forms of media, these companies have literally broken barriers. If you’re starting up, you would want the secrets to their success as well.
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The rise of the Internet was the single biggest change in the marketing industry. It used to be that marketers are able to assume that they are speaking to a captive audience, in the days when broadcast media reigned as king. With the advent of Internet-capable mobile devices, consumers now get their news and entertainment on-demand.
As a reaction to this massive shift in dynamics, the marketing industry came up with content marketing – now that the audience can dictate their own terms, the marketers will make it their job to give it to them. Unfortunately, many marketers find it hard to adopt the principle of giving consumers the content that they seek out. This is partly because they fail to understand these three important goals of content marketing:
Create Awareness
Marketers who have yet to realize the power of the Internet, particularly novice ones, experience tunnel vision – they are dead set on making a sale, which is understandable since it’s the final part of the funnel. However, you can’t drive sales if people are not aware of whatever it is you are selling. Content marketing will build awareness in a way that consumers won’t resist. Because instead of shoving your brand or image in their face, you are “introducing” it to them via content that they are seeking. Any marketer knows that it’s that inherent resistance that usually prevents sales from materializing, and content marketing is a way to never trigger said resistance in a potential customer.
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While your content plays a big role in the effectiveness of your newsletter, it’s not the only thing that you should think about. A lot of other factors come into play. You would want something that caters to your reader’s needs, is pleasant to look at, and won’t waste your reader’s time.
1. Think clean layout: Clear lines, text segmentations that are well-spaced with just enough white space to let the eye rest, and the correct balance between text volume and the size of your graphics are things you should be aiming for when designing your newsletter. Since your photo will be occupying plenty of space, and there’s probably only room for two paragraphs or less in your newsletter, pick something relevant and attractive. It can make or break your newsletter.
2. Get straight to the point. Your readers haven’t got all day. They’re probably just sifting through their non-work email. Make your subject head engaging. Pick a hook: curiosity, an offer they can’t resist, or tips you know they need in their profession. Use it, and when you write your content, do so in a straightforward fashion. It’s not just about shortening attention spans. Your readers really need to get the information you promised, and they don’t have the patience and the time to uncover it as your content “progresses”. Keep things short and sweet.
3. Always be reachable. Include easily recognizable social media buttons so your readers will know how to reach you should they have questions, or if they want to see your latest products. Provide buttons to your Facebook, Instagram, and other relevant social media accounts, and make sure these buttons are very visible.
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Running a newsletter mailing list is a numbers game. But that doesn’t necessarily mean that you have to rely exclusively on volume. To be more specific, there are a lot of numbers that you have to pay attention to if you want to succeed. Admailr recommends the following as the metrics you need to pay attention to:
New Readers
The number of new readers is important because it gives you an idea on how many of your readers are new and how many are returning ones. From this, you can gauge your newsletter’s ability to attract new customers and retain existing ones.
Bounce Rate
This metric provides a deeper insight into what the usual open rate brings: just how many of those people who opened the newsletter were actually satisfied enough to read all the way through. If you have a high bounce rate, it means your content (or your newsletter for that matter) is disappointing to readers.
Admailr has a wealth of tools that will help you track all the important metrics. Click here to get a free account. (more…)
The Internet brought with it new forms of marketing strategies, some of them even beating conventional tri-media in terms of reach and effectiveness. One of the more practical – and sought after – strategies is “brand journalism,” where brands both big and small use the approach of professional journalists to create, curate, and share expert content via blogs, articles, videos, or newsletters.
However, the problem with brand journalism is that it can compromise the integrity of the media brand, in your case, the newsletter – if it starts to give readers the impression that it’s merely a vehicle for marketing, then it starts to lose credibility as a newsletter. The result is a catch-22: you can’t use a newsletter for marketing if it’s not credible, but you can’t maintain a newsletter’s credibility if it’s used for marketing. In order to avoid falling into this pitfall, here are some tips for integrating brand journalism in your newsletters without tarnishing your newsletter’s reputation:
Content Should Be Branded
The newsletter content must be clearly identified as being branded content: this means the logo should be visible in the page header section, the brand name in the signature section next to the author, etc.
Click here if you need help building your brand digitally through newsletters. (more…)
A newsletter campaign will only be as good as its mailing list. It doesn’t matter how good the content is or how passionate the list owner will ever be, if the list is of poor quality, the campaign will never take off. So it stands to reason that if you want to succeed as a newsletter owner, you need to keep your list in tip-top shape. If you really want the holy grail of lists, here are a few pointers you should keep in mind:
Pick the Mailing List That Is Right For Your Customers
The first thing you have to ensure is that the people in your list should be the ones who will appreciate the things you have on offer. Whether you’re buying a list, renting, or building one, it should be full of people that fit the profile of your customers. Don’t be excited with volume if it’s just padded with random contacts.
Of course, before you can do this you need to know who your best customers are. So you should build a profile of your target customers just to give you a place to start. Find out the age, income, marital status, hobbies and interests, or any other attributes of the people who look like your best customers.
If You’re a Novice, Work With a List Broker
If you’re new to direct marketing, it’s understandable that you’ll be wary of making unnecessary expenses, and a list broker seems like one. After all, it’s easy for people to think “I can get a list on my own.” Especially if you already know who your customers are.
Newsletter advertising is the future of email advertising. Click here and register for free for you to actually see how Admailr and Emecury can help you monetize your newsletter. (more…)
In most cases, a newsletter’s focal point is the offers that it contains. In an ideal scenario, the best offer will provide something of value to the reader and will give the newsletter owner a tidy sum in return. However, in most cases readers will not bite even at the best offers. So how do you make an irresistible offer on your newsletter? Here are 3 ways:
Focus on Benefits Instead of Features
It doesn’t matter what kind of extra features or how many of them are available in the product or service that you are offering, the readers are only interested in the benefits. And to be frank, the average customer doesn’t have the time or the inclination to do the amount of research needed to connect the two.
For example, if you’re selling computers, the average customer doesn’t care if the product you’re offering has 3 terabytes of hard disk space and a Core i7-3770 processor. But they will pay attention if you tell them that they can store 1 million and 50 thousand songs on the hard disk and that the processor will help them save on energy bills because it’s very efficient. There are customers who are knowledgeable enough to know the benefits based on the features, but they’re the exception and not the rule, and they’re basically the type of people who seek out deals on their own (and therefore less likely to click on an offer.)
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The single greatest benefit of the Internet, when it comes to businesses, is that it leveled the playing field significantly. Businesses no longer need to shell out thousands (even millions?) of dollars if they want to launch a global marketing and advertising campaign. They’ll be able to do the same thing with a few hundred dollars and a team of online marketers. Come to think of it, with enough skill they might be able to build a brand and image online for less.
This is the reason why digital branding campaigns have become a big industry these days. It’s no longer just banner ads and link ads that aim to generate sales – these days advertisements can also allow companies to build their brand’s image and equity to people from all corners of the world.
Click here if you are an advertiser and wants access to consumers who are already searching for your product or brand. (more…)
Every marketer knows that subscribers and customers are not necessarily the same thing, though the definition overlaps sometimes. It doesn’t matter how large your list is or how popular your site – only a portion of the users in them will actually convert. This is fine for marketers who aren’t really depending on sales in order to earn a revenue (such as in cases where they only need to drive traffic or increase exposure,) but what do you do if you start needing more customers? Do you scrap your current business model and build one better suited to attracting customers? No, you retarget your subscribers and turn them into customers using your newsletter.
Retargeting Explained
Retargeting in marketing is essentially what the name implies: it allows you to “re-target” potential customers that have already left the sales funnel before reaching the end. Online stores have been using it effectively for years now, relying on cookies to know if a user has looked at a bunch of products at their website but left without buying anything; said user will then get a reminder about the products that interested him, usually through ads that are being shown on the next sites that he visits.
Newsletter advertising is the future of email advertising. Click here and register for free for you to actually see how Admailr and Emecury can help you monetize your newsletter. (more…)
In the email marketing industry, there are a lot of people who swear by the adage “content is king.” It’s one of the universal tenets in marketing – that you need attractive content to attract people. For a long time now many marketers automatically assume that it requires longer newsletters – because the longer the email, the more text content you can squeeze in. It’s not a matter of quality over quantity but quantity AND quality.
However, there are several trends that point to the industry moving towards shorter email newsletters. The change isn’t going to be instantaneous, but the trends have been bubbling underneath, and these are just the first signs that we can see:
People Spend Less Time on Email Compared to Other Activities Online
Don’t get us wrong, there’s still more email users than there are social network accounts and that’s not likely to change (particularly since Social Networking accounts require you to have an email address,) but a recent study by Nielsen reveals that people are now spending more time on social media sites than they do on their inbox. In fact, email ranks fifth in the list – right behind member communities/social media sites in the top five primary online activities. (more…)
These days, marketers no longer compare social media with email in terms of performance, because they have realized that there’s no progress in treating them as competitors, when they can reap the benefits of making both email and social media work in tandem. If you’re planning to use social media to boost your newsletter as well, here are some ways you can use to spot trends that you can take advantage of:
First, Separate Business from Personal Social Media Accounts
Don’t make the amateur mistake of using your personal social network accounts for business. Even if you don’t have any personal problems that might get in the way of running a business, there is still the fact that the trends that interest you and your circle of friends aren’t relevant to your business’ goals. Juggling business with personal life will be so much easier if you have separate social network accounts for each.
Admailr will help you monetize your email and, through its partnership with Emercury, will help you make better emails that are convert subscribers to customers. Click here and sign up for a free account. (more…)
