Transform your newsletter from an obligation to a product

The following is a sneak peek from our presentation at the Customer 360 Symposium where we talked about the lessons we’ve learnt in digital. Check out our related post on turning big data into actionable data.

There are two types of email newsletters: those that push, and those that engage. Push newsletters are the most common by far. Basically, they’re just an electronic version of the printed catalogue, where every subscriber gets the same thing. Businesses often send out newsletters because they feel they have to. Push newsletters often result in comparatively low opens, click throughs and sales.

Smart marketers are making the most of email newsletters’ potential to engage. To ignite social sharing and build long-term loyalty. These newsletters are products in themselves and read more like highly tailored magazines than catalogues. This can be your opportunity to educate and excite subscribers about the ways your brand can be a valuable part of their lives and nurture long term trust.

Better yet, every click, open and purchase provides customer feedback on your product range. That helps you make informed decisions about where best to invest your time and dollars. Here are three examples we’ve worked on that show how email can be both your best marketing channel, and a kind of product in and of itself:

Create credible, valuable content

Maybelline (L’Oréal) create useful, inspirational how-to videos and on-trend articles in their M:Edition newsletter add context and value to the brand. Subscribers also get special birthday deals and access to regular small giveaways to encourage loyalty. Best yet, they can run the giveaways all through Traction, which also integrates the data collected. Check out their own video showing the success of M:Edition at driving social sharing and sales:

Tailor your recommendations

Another great example of an email newsletter providing value is Foxtel. Each subscriber picks the kinds of shows they’re interested in and how often they want to receive updates, and each newsletter provides automatically customised recommendations of what’s on, using what’s known as dynamic content. It’s like receiving your favourite magazine with all the irrelevant stuff removed. There are 20 million combinations of email content possible – and within “NRL” shows you can even pick the team you’re most interested in! Here are just some of the preferences you can choose from (see the full sign up form here):

Be willing to change

One last example is Tourism WA’s email newsletter, The Westerly. Their newsletters are automatically tailored by geography (where their subscribers are based) and travel interests. However, users can always change their preferences, making the newsletter more conversational than one-way. Here’s how it keeps up with changing user preferences:

Fortunately, content personalisation doesn’t have to mean more work for you. By using Dynamic Content the most relevant offers and content you’re creating can be automatically displayed to the most relevant segments of your target market. Your newsletters will also usually be shorter and cleaner, which helps prevent information overload. Dynamic content is one of our favourite capabilities of email – it’s far more targeted than posting something on Facebook or your blog, because you define the most important segments of your audience, and they get sent less irrelevant junk.

So, are you ready to boost the value you and your subscribers get from your email newsletter? Feel free to get in touch with us for a quick and free consult tailored to your situation, to ensure you’re going about it efficiently.

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