Updated: Aug 27
In a world of social media, the humble Email Newsletter may seem outdated and rather ineffective, but that’s where you’re wrong.
As a business, we’re always investing our time (and then our money) into making improvements. We understand that bringing valuable information to our viewers is just as important as good ole’ entertainment. When strategizing ways of broadening our outreach and adding useful features to our platforms, we pay attention to the most important piece of the puzzle: our audience, and measure the success of our methods by calculating the ROI.
Over time building many newsletters for our clients, we figured it was time to adopt the habit for Food Story Media, and send our own monthly happenings to our subscribers. Whether you’re a restaurant, a digital media company, or a flower shop; the format of building and executing your newsletter stays the same. Listen Up.
Identifying your audience…
…and creating content that they find interesting is the key to success.
Before you try and sell your brand, you have to prove yourself worthy, build trust, and develop a relationship with your viewers. Otherwise, your email gets ignored and eventually ends up in the trash.
Identifying your content
...and its delivery.
What do you want to communicate to your audience? Sales, New Happenings, Helpful information? Keep in mind that your delivery needs to appeal to those reading your newsletter. We recommend creating a template of four topics that you elaborate on during each distribution cycle. This gives structure and consistency which allows your users to pick and choose what they want to read.
Cross utilizing the visual content you already have will not only help with recognition and familiarity but also reduces further invested time to create content specifically for the newsletter.
Include your newsletter in your regular content strategy, just be sure to keep it all relevant, and meet your deadlines. Consistent distribution is of utmost importance.
Stay true to your style and follow your brand guidelines.
Strong brands retain consistency in every scenario.
A blank page often sparks our creativity, and we let that shine in our layouts and headlines. However, we're always strict about using the EXACT colors, fonts, language and image styles of the brand we're writing a newsletter for.
Identify the platform.
Use Mailchimp and thank us later.
So you have your template, information and email list. Some things to keep in mind and take advantage of:
1. Don’t forget the footer! Include your social media handles, website, and any other contact information.
2. Auto-reply is an amazing tool to “stay in touch” when certain actions are performed by your subscribers. Confirm subscriptions, orders, and enquiries.
3. Don’t reveal it all so fast. The goal is to make your subscriber take action, even if it’s a simple visit to your site to finish reading the article you teased them with. (here you are by the way.)
Split Test Your Emails...
Creating a subject line is literally the most dreadful thing in the world. If you’re just starting out, try sending the same newsletter with three different subject lines. Most platforms include detailed analytics that gives enormous insight into who likes your content. Part of those analytics include reports on how many people opened your emails. Measure the success rate of the three varieties and use that to distinguish what kind of subject lines result in better read rates. Pay attention to the click through rates - they'll give you insight to which links are most liked in your newsletter.
Sometimes people break up with you. Once again, use your analytics to measure the unsubscribe rate and evaluate the difference in content from a time where, well – people stuck around. The top reason why users unsubscribe: you're not delivering enough value.
Let us know how it goes! And feel free to reach out with any questions! We’re here to help :)
Written by: Alla Malina, Creative Director @ FSM