Sending out newsletter to your list is one of the best way to cultivate the “like know and trust” factor, build a relationship with your audience, and lead people to eventually engage your services or buy from you.
There are many factors that contribute to successful email marketing, and the right kind of content is a crucial component.
Your content needs to be relevant to your target market – providing valuable information on the challenges that they are facing, that they are looking to you as a solution provider. You want to use this content as a way to position yourself as the expert in this area – remember, people go to experts for solutions, and they pay more for experts’ services. Be a Specialist.
Instead of long, drawn out content that takes a generalist approach, keep your content easy to read and easy to digest – use short paragraphs, bullet points, and simple English. You want people to read it the moment they get it, not to file it into the “to read later” folder (which rarely got touched!) because it looks too long and hard to read through in a few minutes. Be Succinct.
The content is not simply about what you say, but how you say it. Write conversationally; let your brand and your personality come through. Write as if you are talking to that one person, and show that you care. Be Yourself.
Want more on how to use email newsletter to effectively grow your business? Get our “30 Tactics to Boost Your Email Marketing” Guide.