How to Create and Manage an Effective Newsletter?

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Blog of the Month Series

Important announcement for our readers, from this month we start the series "Blog of the Month" or "BOM". In this series we publish valuable thoughts and ideas shared by popular bloggers and entrepreneurs through their guest article once in a month.

So in this series we brings first Blog of the Month  guest article by Erik Emanuelli, founder of Klinkk. He explores valuable information about Email Marketing and tips to create and manage an effective newsletter. I know you are very eagar to know about this topic therefore I stop my introduction and handover to Erik.....   

In the dazzling moment of social media, an "old" tool like the newsletter continues to do the lion's share.

Email marketing means more visits and direct conversions.

According to McKinsey, in fact, email is still a more effective than social media to gather new clients.

It allows much better results in terms of "new business" (services or products), 40 times more than Facebook and Twitter combined (from the chart, it's interesting to note how ranking well in search engines definitely beats everything else).

BOM

Source: McKinsey.com

Of course creating and managing a successful mailing list is not an easy task.

There are many metrics you need to pay attention to, as the spam score, open rate, click-through rate, conversion rate, bounce rate, complaint and unsubscribe rate.

Therefore, you should use all the web marketing tools available in order to build a comprehensive strategy.

How to increase the number of subscribers to your newsletter?

What topics and methods of communication should you keep in mind for your email marketing strategy?

How to manage a successful mailing list?

Here are some suggestions.

1. Content and Topics

Of course, it depends on your niche, but typically you should create unique content just for your mailing list.

People who want to follow your blog or website can simply subscribe to updates via RSS Feeds.

Your aim is to make your newsletter interesting.

But how?

Basically, after getting to know your audience, you want to solve their problems or needs.
Based on this principle, here are some practical tips you can consider when choosing the next topic for your newsletter:

- the most popular blog post in your website (the article of the month, the most shared through social media or the most commented one);

- hot topics of forum that you follow or groups you are in. It's better to talk about relevant and current issues;

- in particular, Linkedin groups in your industry are an endless source of inspiration. Find them here;

- take advantage of your work experience as well. For example, it makes sense to identify the most frequently asked questions of your customers/readers and give them concrete answers (also with a direct reply via email or gathering the most common questions to write your next email marketing campaign);

- the most interesting comments appeared on your website, blog or social media page. You want to stimulate further the dialogue with your users;

- always add media, as photos and video.

2. Catchy Titles and Clear Call to Actions

The significance of the title is absolute a determining factor for the success of your newsletter.

The title - the object you choose - it's your first exam.

Failing that will drastically reduce the change your newsletter will be read.
A tip? Don't promise things you can't keep. Be realistic. But most of all, be honest with your users.

After that, be sure to create clear and simple call to actions.

Buttons or links are an invitation to perform the action you want your subscribers do.

3. Trends or News of the Moment

Again, it really depends on your market, but the news or trends of the moment, really attract the attention of subscribers.

Some examples?

FIFA World Cup, Father's Day, International Day of the Earth, Christmas, Easter and so on so forth.

Always keep in mind the calendar of national and international events to connect them with the content of your current email marketing campaign.

Remember, you want to stimulate the interactions and dialogue!
A tip? Google Trends is a great place to find the latest trending topics and news.

4. Tools and Resources

Using the proper tools is essential for creating and managing an effective newsletter.
Did you know that, according to ReturnPath’s Email in Motion study, more than 60% of Americans and 40% of Europeans will not read or even delete emails if not designed for mobile?

So be sure to choose the right ESP. A suggestion? GetResponse gives you, among the other features, a list building tool to attract subscribers and boosting your list. You want your messages to be read easily on any device, as mobile will definitely continue rising.

Also, remember to always place sharing buttons at the end of your content, so your subscribers can easily share it.

If your newsletter becomes the source of valuable information for your audience, then you hit the perfect score. This way, you have won the attention and loyalty of your users.
So be sure to constant survey the level of satisfaction of your subscribers, and from time to time, give them some free and relevant resources, as for example, ebooks, events or new tools you discover.

5. Have Fun

The semi-serious way to produce content has always been a good strategy.
Then things like the quote of the month, a famous line or an enlightened opinion can become a pleasant event for the readers.

Also, remember to share some funny images or videos, from time to time.
Or you can place them in a serious context to decrease the weight of your topics.

6. Reward Your Audience

Why not turning your followers into protagonists?

You can think about simply initiatives like featuring the comment of the week or month, via a tweet or placing it on top of your Facebook or Google Plus pages.

Or else, a reward with a nice gadget, becomes an effective way to market your brand or business via word of mouth.

Conclusion

I hope these tips are going to help you build a successful and effective newsletter.

Use them as a checklist to follow when creating your next email marketing campaign.

What do you think?

Do you have anything else to add?

Please share your views in the comments below, thanks!

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Author Bio
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Erik Emanuelli
Erik Emanuelli is a Blogger, Traveler and Entrepreneur. Extreme sports lover. Now learning how to skydive. Founder of Klinkk and running Nopassiveincome.





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16 comments:

  1. Thanks for giving me the chance to contribute to your blog, Gangadhar.
    Hope Seogdk readers will find these suggestions useful!

    ReplyDelete
    Replies
    1. Hello Erik,

      Welcome to Seogdk......!!!

      Definitely this article really helpful for bloggers and surely it will appreciated by Seogdk readers too......!!!

      Thanks again for exchanging your useful information with us.......Have a great week ahead.......!!!

      Delete
  2. Hi Eric,
    As you know I am regular reader and it is my first time on Gangadhar's blog. Thanks Gangadhar bro to invite Eric to give us so useful and informative post.
    Have a great day
    With Regards,
    Naveen

    ReplyDelete
    Replies
    1. Welcome Naveen and thanks for your feedback about this article......Hope you to see around here........!!!

      Have a great week ahead......!!!

      Delete
    2. Hi Naveen,
      glad to see you at Gangadhar's blog.
      Hope you enjoyed my post.

      By the way, are you running a newsletter?

      Delete
  3. Hi Gangadhar / Erik

    Now a days building subscriber list is mandatory to become succesfful blogger, crafting a newsletter is an art which we have to learn by writing catchy titles to our newsletter, and another important point is call to action to remind people what they have to do after reading that email.

    Erik has given straight and simple points to create and manage our subscribers.

    ReplyDelete
    Replies
    1. Hello Siddaiah,
      the money is in the list, right? :-)
      It seems true for many bloggers.

      Glad you liked the post, hope it helps with your newsletter.
      By the way, are you running one?

      Delete
  4. Hello Sid,

    Ya your absolutely right that newsletter writing is an art and its very essential helpful to grow your audience.....!!!

    Thanks for sharing your feedback and valuable thoughts about this topic....Have a enjoyable weekend.......!!!

    ReplyDelete
  5. Hi Erik

    I love the tips that you have mentioned to manage effectively a Newsletter. I agree that one needs to have a topic that attracts its subscribers which is why talking about trending news does boost engagement.

    Using the wrong tools can make your newsletter a daunting task and there are good apps that help to boost subscribers. I also agree with innovative ways of reaching out to your audience. Thanks for sharing.

    Hi Sid. Thanks for an awesome post

    ReplyDelete
    Replies
    1. Hello Ikechi,
      happy to hear your positive feedback.
      Are you running a newsletter at your site?

      Delete
  6. Erik: I would like to talk with you how I could create and manage an effective newsletter for my podcast. It is hard to get started with a kick-off... ;)

    ReplyDelete
    Replies
    1. Hi Martin,
      I'd love to talk to you again.
      I look forward the next opportunity.

      A newsetter for your podcast is a great idea!

      Delete
  7. Hi Erik/Gangadhar,
    An effective newsletter should be captivating even as it helps to solve problem for the reader.

    Every marketer should understand this to build the email list effectively.

    The content of the newsletter is important just as the context on which it must be delivered.

    Well, I guess the suggestions detailed here are very practical!
    This comment was left in kingged.com where this post was shared as well.

    ReplyDelete
    Replies
    1. Very true Sunday.......!!!

      Every marketer/blogger should know these tactics to grow their subscribers or readers.....!!!

      Thanks again for sharing your valuable thoughts about this topic......Have a nice weekend.....!!!

      Delete
    2. An effective newsletter is the dream of every internet marketer! :-)
      Also because your subscribers are your first base of fans, to offer your products and services.

      You're right.
      Content is definitely very important.
      It's the KING!

      Thanks for reading and commenting,
      have a fantastic week!

      Delete
  8. Hi Erik,

    I got a nice sense of validation when I read this Blog post. Well crafted, elegant looking, responsive - Newsletters - have always been a big help for me in driving repeat traffic to my website, leading to conversions from site visitors to paying customers.

    I completely agree with you that, your newsletter spam score, open rate, click-through rate, conversion rate, bounce rate, complaint and unsubscribe rate. A/B analysis an so on can be quite bewildering at first. Thankfully sites like MailChimp, AWeber, Constant contact and so on help take the bewilderment out.

    The pertinent statistics that each of these Email Newsletter delivery websites offer you far outweigh the small sum of money they charge to use their services.

    Thanks for an engaging and informative Blog post Erik.

    I came to this Blog site from KIngged Erik.

    ReplyDelete