So you’ve got a functioning website—check! Pages on Instagram and Facebook—also check! You may think that’s all you need to build a successful online business. But there’s one more essential piece to the puzzle: a newsletter.
Building a newsletter may seem like a lot of work, but it’s worth it when you consider the benefits. With around 4 billion email users from all corners of the globe, you shouldn’t be ignoring the power of email marketing. And if you’re still on the fence about starting your own digital newsletter, we’ve listed down six reasons that can give you that extra push.
What’s a Newsletter, Exactly?
Alright, before we get into the why’s, let’s have a quick refresher on what a newsletter actually is.
First of all, a newsletter isn’t a single email or advertisement. It’s a tool for building a relationship with your audience by sending them regular updates about your business, mostly through emails. And because it allows you to directly access your shoppers’ inbox, it’s an intimate way of marketing that can boost loyalty and conversions.
Through your own newsletter, you can share new product arrivals, exclusive discounts, inspiring stories, and so much more!
Why Should You Start One?
And now, as promised, here are six reasons why we think online stores, including yours, should have a newsletter:
It Lets You Connect With Your Shoppers on a Personal Level
As mentioned, having a newsletter is an intimate way of marketing. You’re not just sending them updates about your business—you’re also letting them into your world, sharing a part of your story. This is your chance to show your shoppers that there’s a real person behind the business.
Moreover, there are lots of email marketing tools nowadays that let you personalize your messages. You can address your shoppers by their first names, include product recommendations based on their previous purchases, and more. By segmenting your list and sending relevant content, you can make your subscribers feel like you’re speaking to them directly and that they truly matter to your brand.
You Can Offer Exclusive Deals and Discounts
It’s difficult to offer exclusive deals and discounts when you’re just advertising on social media platforms which are open to everyone. But with a newsletter, you can send special promo codes and coupons that your loyal shoppers can use on their next purchase. This is a great way to show your appreciation for their support and encourage them to keep coming back for more.
It’s a Great Way to Increase Customer Retention
Getting a new customer can be up to 25 times more costly than retaining an existing one. So if you’re focused on growing your business, then you should also be investing in strategies that will keep your current shoppers engaged.
Sending a monthly or bi-weekly newsletter is one way to do that. By keeping your customers updated on what’s new with your store, you’re giving them a reason to stick around.
Newsletters Help You Build Your Brand’s Story
There are endless possibilities when it comes to the stories you can share in your newsletter. You can write about the inspiration behind your latest collection, give a behind-the-scenes look at how your products are made, or even just share a quick update on what’s been going on in your life.
Telling your brand’s story is not only a great way to connect with your shoppers, but it also helps you build a strong relationship with them. When they know more about you and what your brand stands for, they’re more likely to support you in the long run.
It’s an Effective (and Inexpensive) Marketing Tool
Email marketing has been proven to yield high ROI time and time again. In fact, for a dollar spent, you can possibly earn up to $36 in return.
So if you’re looking for an effective marketing tool that won’t break the bank, then a newsletter is definitely worth considering. By advertising your brand and products through emails, you’re increasing your chances of making sales without shelling out a lot of money on boosted ads and other paid promotions.
You Can Use Newsletters to Boost Sales During Slow Periods
Sales not looking so great lately? Then use your newsletter to give them a much-needed boost.
You can do this by running special promotions or by offering exclusive discounts to your subscribers. This is a great way to generate some income during slow periods and keep your business afloat.
For example, you can offer a 20% discount to customers who make a purchase within the next week. Or you can send an email about your 12-hour flash sale which is happening in the next few hours or days. By running such promotions and keeping your shoppers informed, the slow periods won’t seem so bad after all.
The Anatomy of a Successful Newsletter
Hmm but what’s exactly in a newsletter?
To give you a better idea, we’ve broken down the anatomy of a successful newsletter so you can start crafting your own!
A Catchy Name
Yes, you can use your brand’s name for your newsletter but you can also get a little creative and come up with something else.
For example, if you sell customized eco-friendly items like reusable bags and water bottles, and your store’s name is “Eco Besties” then you can name your newsletter “The Eco Besties Diaries”.
Giving your newsletter a unique and catchy name will not only make your emails memorable but can also make your subscribers feel a sense of belonging to a community. Just make sure that the name you choose is still relevant to your brand and products so they’ll remember your store with every click.
The Main Theme or Topic
Of course, you can’t just send your subscribers random emails about anything and everything. Each newsletter you send should have a main theme or topic that’s relevant to your brand.
For example, if you sell clothes for plus-size women, then your topics can revolve around styling tips, the latest trends, or even body positivity. By having a focus, you can make sure that each newsletter is packed with content that your readers will love.
Newsletters don’t have to be, or in fact, shouldn’t be, boring. After all, you’re borrowing your subscribers’ precious time so you might as well make it worth their while.
So instead of sending out a text-heavy email, why not add some visuals to liven things up? You can use attractive photos, GIFs, or even links to videos to make your newsletter more engaging. You can also create a colorful template for all your emails so they stand out in your readers’ inboxes.
Calls to Action (CTAs)
So, what now?
After hooking your readers with a catchy name and great content, you need to tell them what to do next. This is where calls to action (CTAs) come in.
Your CTAs should be clear and concise so your readers will know exactly what you want them to do. For example, if you’re announcing a new product, then your CTA can be something like “Check out our newest arrivals!” or “Get 50% off your first purchase!”
Make sure to test out different CTAs as well to see which ones work best for your store. You can do an A/B test by sending out two different versions of your newsletter with different CTAs and then seeing which one gets more clicks.
Invitations to Engage Further
“Let me hear about your thoughts!”
“Let’s connect on social media!”
“Reply to this email if you have any questions!”
These are just some examples of invitations to engage further that you can include in your newsletters. By doing so, you’re not only encouraging your readers to interact with you but you’re also building a stronger relationship with them.
You can also use this as an opportunity to get to know your customers better. For example, you can include a survey in your newsletter and ask your readers about their shopping preferences or what they want to see more of in your store. Or you can simply ask them how their day is going. The key here is to be personal and friendly so your customers will feel comfortable interacting with you.
Links to Your Website or Blog
Of course, you shouldn’t forget to include links to your website or blog in your newsletter! This is a great way to increase traffic to your site and can also lead to more sales.
You can include links to your latest blog post, your newest product, or even a landing page where your readers can sign up for your loyalty program. Just make sure that the links you include are relevant to your theme or topic so your readers will actually click on them.
Exclusive Deals or Offers
Whether they’re in the form of digital coupons, voucher codes, or a special landing page made just for your subscribers, exclusive promos and offers are among the top reasons why people sign up for newsletters. After all, who doesn’t love getting a great deal?
When it comes to special promos and offers, it’s important to set a deadline so your readers will know when they need to take advantage of the deal. This creates a sense of urgency and can prompt your readers to take action right away instead of putting it off until later.
You can also use deadlines to create a sense of exclusivity. For example, you can offer a discount to the first 100 people who will click on the link in your newsletter. This can encourage your readers to act fast and also give them a reason to keep an eye on your emails.
How to Launch Your Newsletter
Ready to start building your very own newsletter? Here are some tips on how to get started:
Plan Your Content
Before you even start sending out your very first email, you might want to plan out your content first. This includes deciding on a theme or topic for each issue, the types of content you want to include, and how often you want to send out your newsletter.
Just like in social media marketing, you can craft your own content calendar so you and your whole team won’t have a hard time coming up with fresh ideas and get lost in the process.
Design Your Template
To make your newsletters visually appealing, try creating a template that’s in line with your brand. You can use tools like Visme and Venngage that offer easy to edit templates and even allow you to create one from scratch.
Write Compelling Subject Lines
A visually appealing and well-designed newsletter is useless if your subscribers won’t open your email in the first place. So, make sure you spend some time crafting a compelling subject line that will grab their attention and make them want to know more. You can include emojis, use power words, or ask questions to make your subject lines more interesting!
Use an Email Marketing Tool
To make things easier for you and your team, you can use email marketing tools like HubSpot to personalize your emails and schedule them without much hassle. This can save you a lot of time, especially if you’re planning to send out multiple newsletters in a month.
Grow Your List Organically
The key to a successful newsletter is to have a large and engaged list of subscribers. Thus, when your newsletter is ready, start promoting it on your website and social media channels. You can also give incentives to people who sign up for your newsletter, such as a discount for the first 50 subscribers.
Track Your Stats
Your email marketing tools should also allow you to track your newsletter’s performance so you can see how many people actually opened and clicked on your email. This way, you can adjust your content and promotional strategies accordingly to make sure your newsletter is actually reaching your target audience.
That’s a Wrap!
With all these info and tips, we hope we’ve convinced you to start your own newsletter for your online store. Just remember that consistency is key, so make sure you stick to your schedule and churn out quality content that your subscribers will love!
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