Curation, not Automation: 15 Expert Tips for How to Curate an Effective Email Newsletters
An email newsletter is just what it sounds like: A newsletter delivered via email, often centered on specific themes or topics. They can be used in a variety of different ways, but the main purpose should be to education your clients.
According to Radicati, the average working professional gets about 122 business emails per day, including loads of irrelevant promotional noise. You don’t want to add to spam box. You want to provide valuable, relevant information. In B2B markets, relevant valuable email newsletters mean thought leadership in a particular in particular industry.
Original and Curated Content
If your B2B organization has done a good job with your content strategy and creation, sharing your latest articles or pieces of content is a great fit for a client newsletter. Original content is usually the best answer for B2B companies that need to educate markets on how to use or effectively optimize their particular products.
If you don’t write your own content, you can still share content through a curated newsletter. Content curation is the synthesis of existing online content into new and more useful forms. Curation tools such as those provided by Publicate provide efficient means of finding and gathering existing content and turning it into new formats like newsletters. As with all email marketing, the key to effective curation is to provide relevant, useful information.
Email newsletters can include courses by email, in which each lesson is delivered weekly. In a recent interview with MarketScale, Chris Bradley, founder and CEO of Publicate, points out that
The opportunities for content of email newsletters are endless. We've seen courses by email, where each lesson is delivered weekly. We’ve also seen industry trends and stats digests, subject matter resources, social-trend roundups, inspiration and swipe files, company training courses, product updates, client updates; the list is endless.
Bradley also offers important tips for effective newsletter curation:
- Create an email newsletter that people want to receive:
- Understand your customers and their pain points;
- Curate highly valuable and actionable content that will help them with those pain points;
- Set a regular schedule for sending emails; consistent, regular messaging builds trust;
- Design a clean and simple template with appropriate use of images, titles and colors to create focus on key information key for those of us who prefer to scan through information;
- Always present a clear call to action that you want readers to act on;
- Add social share to your newsletters, so your audience helps you spread the word.
- Make it easy for people to sign up: (there are tons of tools that will help you to collect signups all over the web;
- Make your newsletter a product: Create a landing page just for the newsletter that educates people on the value they will get out of signing up, with past issues and social proof, once you can;
- Find people whom you think will find the information relevant, and send them the link; drive traffic to the conversion points;
- Make the client newsletter personal by writing 1-2 unique sentences about the content piece and why it’s relevant.
- Be careful when sharing self-promotional updates in the newsletter format. This may start to blur the line into “regular email marketing” territory, which is used with the aim of solely driving sales.
- Dedicate your client newsletter to education and becoming a well-known resource in your industry.
- Create “a roundup of the most popular content shared on social” for a particular week. Since content shared on social often has a short lifespan, a weekly round-up enables your audience to “catch up on anything they missed.” You can then “embed this content on your blog and re-share on social, driving more traffic to your branded properties.”
- Consider sharing some content on social, but holding back extra juicy content for your newsletter; this strategy is also a great way to bring your social audience over to the newsletter.
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For more information about how to develop an effective email marketing campaign, check out these posts:
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