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As a cornerstone of email marketing and content marketing as a whole, newsletter writing is sometimes overlooked in favor of lead generation assets such as white papers and eBooks. However, once leads are captured, email newsletters are an essential part of the follow-up process to convert website visitors into paying customers.
So, what’s in a newsletter, then? In short, anything and everything related to the company sending it out. But, as its name implies, it focuses primarily on relevant news about the organization’s goings-on that readers will be interested in. And those topics can range from new products or services to updates about the industry.
Your strategist can walk you through your campaign’s data analytics showing how your email newsletters are performing in terms of open rates, click-through rates and conversions.
seotivist’s newsletter writing services begin by zeroing in on your target audience, with content based on subscriber personas, demographics and the stage of the buyer’s journey. The goal is to create content that is personalized to the recipient in order to encourage higher open and click-through rates. Brafton content writers also understand the importance of avoiding the use of identical layouts, including both text and images, for different campaigns and audiences. The tone and style of the writing should be tailor-made for the individual it’s intended for.
Newsletter article content will vary depending on the recipient. For instance, existing customers may be more interested in news and information about products, services and company goings-on. Meanwhile, potential customers will likely respond more positively to content that demonstrates the value provided by your business, or more general information that presents your organization as a thought leader in its space.
Special attention is paid to the creation of subject lines during the email newsletter writing process. Your content writer is trained to utilize language proven to increase open rates, such as words that instill urgency and value in the reader’s eyes. Together with personalized details, such as the recipient’s name, industry or location, direct subject lines that incentivize opening emails help support greater ROI. At the same time, Brafton content writers know to avoid false or overly dramatic language that may turn off recipients or cause email service providers to mark emails as spam.
Beyond the content writing service of the email newsletter itself, it’s vital to ensure the email’s format as a whole is readable and engaging. This includes using bullet points and subheads to break up walls of text, as well as implementing rich media options, such as custom images and videos. Brafton designers and videographers can create custom illustrations and clips intended to drive traffic back to your website, as well as unique, clickable calls to action that simplify the conversion process and provide current and prospective customers alike with easy next steps to follow.