Why newsletters are valuable content marketing tools

With so many different digital platforms now available, you may surprised to learn that most marketers surveyed by the Content Marketing Institute (CMI) cite email as their most successful distribution channel. Done right, newsletters can grow your database, increase web traffic and boost confidence in your brand. If you’re not communicating with customers and prospects by email, or if your newsletter open rate isn’t where you think it should be, let’s talk about how Media Relations Agency can help you get more out of this valuable content marketing tool.

Before the first word is written, be clear in your mind about why you’re sending a newsletter. Having an overarching goal will help focus your content on information relevant to your readers and valuable to you. Common goals include driving awareness, educating the audience and building brand credibility.

The next step is to decide who will receive your newsletter. Because audience needs often differ, you may want to do some segmenting. For example, you may want to send one version to current clients, while prospects and past clients will receive a slightly modified version. Or, you may want to sort your database by industry or geographic location.  

After deciding who will receive your newsletters and why, it’s time to plan what you want to tell them. According to the Economist Group’s Content Marketing Study, buyers/readers want substance when they’re reading your content. They want timely or unique information. They want help understanding complex issues. What they don’t want is content that seems like a sales pitch. It’s a distinction we can help you navigate.

We use our proven Media Grade Content® strategy to produce quality, relevant content readers find worthy of their time. We are experts at telling a good story that grabs readers’ attention while subtly weaving in your value points. We can also show you how to demonstrate your expertise or industry leadership. This can build your credibility and inspire readers to follow through on your call to action.

Subjects that might give people reasons to open and read your newsletter include: answers/solutions to frequently asked questions; links to your media coverage; shared third-party content that reinforces your messaging and/or value points; new product announcements; special offers; your company’s position on current industry news; your explanation of a complex issue facing your industry; an infographic for recipients to share with their circles of influence; event invitations; customer reviews; case studies; and links to your most popular blogs. Where appropriate, seasonal topics may also improve open rates.

Be assured: Our emails are well-written. Good writing is a measuring stick for your professionalism. Some people won’t do business with companies that send sloppily written emails. Poor grammar or punctuation also puts your message at risk for ambiguity and misinterpretation. Great writers leave little room for confusion.

Not to brag but our writing clients like us so much we nearly always become their trusted resources. Test us on our newsletter writing. See how we do. Call us at 952-697-5269 or complete this form.

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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