The challenges of a regular newsletterAfter Anna expressed how her potential client was reaching out due to their struggles with sending a newsletter regularly, we selected a few important topics and how we deal with them.
Having something to say every day, week or monthIt was best to attack this one immediately since it might be the “elephant in the room”. We would say that it might be around 60% of the reasons why people ask for our support in email marketing and automation. It’s tough to have something to communicate every single day, week or month, depending on your case. Very much so, when what you need to reveal, it’s irrelevant to your audience.
Key insight: Doesn’t matter what you need to share to your audience if it’s irrelevant to them in the first place.Which means that you need to come up with something entertaining, informative, with a real benefit. And for each regular newsletter. It’s a pain. But you can do it. Check our suggestions below.
- Know your audience. If you know what makes them smile when they read your email, it will be easier to send them something relevant. If you don’t know what makes them happy, check your newsletter analytics. It shows you which links and content topics have reached better engagement. It would be best if you segment your audience based on that data.
- Have a proper content plan pre-scheduled for the entire year, even though you can add a few trendy subjects according to the season, social buzz and so on.
- What’s in it for them? Every piece of content you share in that newsletter should have some kind of benefit. That doesn’t suggest a monetary one only. It can be something that will make your customers’ life easier.
- What are your customers’ struggles? If you know it, you can address it and provide potential solutions. Even if it’s not directly associated with your business model. Some SaaS brands share ideas about how to have a better working office environment because they know that’s what their audience is struggling with.
- Search through Google trends to find what people are searching for at the moment. If you can make a match between your kind of content and that topic, go for it.
Everything ready and on scheduleTo keep up with the schedule and send your newsletter on time can be stressful. Especially if you don’t have a process to make your life easier. You need to handle content, design, subject lines, audience segmentation, testing… It’s a continuous process until the moment you click on “Send”. And then, you still need to make sure that the results are according to the expectation. So, these are a few suggestions that may help you with these challenges of a regular newsletter.
- Make a content schedule plan, as mentioned above. With this plan, add a few more interactions. For each content, make sure that you address the designer, the coder, the validation executives, the tester list and target audience (segments). It’s a way to make everything clear to everyone with deadlines for each one.
- Knowing the steps to launch your newsletter each time will help you organize the entire workflow.
- Make your process. If you know who to reach out, how and at what time, it will be easier to make sure that you keep to the schedule.
Surprises coming up as challenges of a regular newsletterAs much prepared you plan to be, there is always something that comes as a surprise. It might be the designer that forgot to create the images to illustrate the content or the storage disk just went wild; something can come up. This certainly comes as challenges of a regular newsletter. Check out these suggestions for a rainy day.
- For these kinds of moments, the only thing you can do is to have a backup plan. Always keep a backup email already prepared to be sent when something comes up without notice.
- If you don’t have a backup email, maybe you can do a special “sorry” message explaining what happened. If you show that you’re human, it can benefit your brand. Your audience knows that they’re dealing with real humans and accidents happen. It humanizes the brand if you will.
- If you can’t do it through your email platform, use your other channels to reach your audience and explain the situation. Tell them it will be solved ASAP and you’re working in solving the problem.
Understanding the data of a newsletterUse your regular newsletter to understand your audience better. With the analytics of each email sent, you can understand what makes your audience click, open and share. Your bottom line is also critical. You need the understand the ROI of your email marketing and automation investment. To help you with that, here you can find a few tips to tackle that need.
- Analyse each newsletter separately. See what worked and not worked with your content and Call-to-Action (CTA).
- Compare your previous newsletters to each other. That will make it clear what you need to do more of.
- Create segments based on what they clicked or opened more.
- Use dynamic content to deliver to each segment a different approach per topic.
- Find a relation between your content flow and the conversions in your landing pages or closing deals.
- Understand when you should activate some kind of automation or drip messages to approach a subject.
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