An email newsletter will show your expertise to current customers — and to prospects who are on the fence making their decision. When you send them valuable content, they are reminded about your company — and they gain further respect for your brand.
Before creating your email newsletter, you must make several decisions regarding content, design, and distribution schedule. A few points to consider in this process:
What is your newsletter's goal?
How will your newsletter fit into your overall content strategy? Do you want the newsletter to help generate leads — patients or customers? Do you hope to get more email contacts? Send more traffic to your e-commerce site? How often will you email the newsletter — monthly, quarterly?
It’s important to have goals that are closely tied to your overall business goals. You want to focus more on these goals than on “open rate” (numbers of people who have opened it).
While your email’s open rate helps you see your newsletter’s overall performance, it shouldn’t be the only number you care about. With every email, your prospects see your brand — which carries weight in reinforcing your overall plan.
What content will you include in your newsletter?
You can search the internet for relevant content that fits your reader’s interests. You can also bookmark content as it crosses your path on a daily basis. Set up Google Alerts for various keywords so you see news articles relevant to your audience’s needs.
An even better idea — you can gather your own blogs, social media posts, case studies, testimonials, upcoming events/discounts, insights into your company/practice, survey results, relevant industry news — and package them as a newsletter. With a little careful planning, you can easily create a newsletter that customers and prospects alike will find valuable to read.
In doing so, you will increase the value you provide, improving your authority and credibility in your audience’s eyes.
What will your newsletter look like?
You need a good idea of your newsletter’s appearance before you start writing and assembling copy. Having too much or too little copy can be very frustrating when you’re on a schedule.
Take time, in your planning stages, to review newsletter templates that you see online. You don’t need a flashy newsletter; you want one that fits your brand. Even a newsletter with brief text and a professional design will work very well.
The design must be easy for your recipients to read, scan, and click elements of the email. Your newsletter must be mobile-friendly, too. Research shows that 46% of people open their email on a cell phone. It’s critical that your newsletter text is brief, engaging, and formatted to be read quickly — with lots of short paragraphs, which are easy to read.
Consider an A/B test to help determine which template design is best for your audience. That extra step can help ensure the newsletter resonates with your audience.
Need help with email marketing?
Our Somnowell Marketing team has helped many sleep industry businesses just like yours, to create and implement an email marketing campaign. The team will create content that meets your audience’s needs, and design a template that can be adjusted for your specific business and demographic. We will track response rate and other data to ensure you’re getting the best ROI — and reaching your conversion goals.
If your sleep industry business could benefit from a well-developed email marketing campaign, let’s talk.