Email marketing is a fantastic pillar of any marketing strategy, delivering quality, relevant content direct to your audiences’ inbox. But it can be tricky to determine which newsletters are actually worth subscribing to, and which will just clog up your emails.
Our Junior Account Manager Abi breaks down her favourite email newsletters.
These are the newsletters you want in your inbox
Mr Porter Journal
Balancing fashion with news, advice and interviews, MR PORTER Journal is a brilliant example of an email newsletter. The clean and easy to digest design allows readers to identify areas of interest and access the information they want.
Email newsletters like this one which combine a mixture of elements are great for keeping audiences engaged in all aspects of your brand and help to provide an easy overview of what you are doing without the need for the multiple emails on different topics.
Refinery29 have a fantastic email offering. From career and financial advice to fashion and beauty trends, Refinery29 offer a wide selection of different newsletter options, allowing readers to select the areas they are interested in as well as receiving daily roundups and top picks.
This is a really interesting model and helps the brand to be more targeted and specific when creating and sending email campaigns, segmenting their data by topics and behaviours to ensure a more tailored, personal approach.
The Business Desk
For business buffs, The Business Desk’s e-newsletters are a fantastic way to stay abreast of the activity within your local business community. Readers can select their area of interest and receive an overview of top stories within that vicinity.
As well as news, The Business Desk offers sector specific insights, specialist reports, events and awards. This newsletter is definitely one to subscribe to ensure your business stays connected with the wider business community.
Social Media Today
Social Media Today’s email newsletters are informative and useful guides for anyone operating in social media.
Whether you are an agency like us, or your business has its own Twitter account, we highly recommend subscribing to this email newsletter to stay on top of any emerging social media trends or algorithm updates.
With regular updates throughout the day with the platform’s top stories, the Business Matters email campaigns are fantastic for staying up to date on the goings on in the business world across the UK.
It’s a great email for businesses to receive to ensure they can keep their fingers on the pulse and react to relevant media comment opportunities where appropriate.
Business of Apps
For those working within marketing, advertising, events or retail, the Business of Apps email newsletter is great for delivering statistics and updates direct to your inbox. The world of retail, specifically e-commerce, is shifting to a more digital landscape with more and more retailers looking into digital ways of selling products and services.
As well as retail, apps are a key destination for gathering information, connecting with networks and organising our day-to-day lives, this is a must read to stay on top of app updates and features.
Should my business be using email marketing?
Email marketing is a really effective way to engage directly with your audience, share information, sell products and promote offers.
The first step to creating successful email newsletters is to ensure you have a strong, clean database. That means being certain you have correct, up to date contact information and that these contacts have all opted in to marketing via email.
Poor data can lead to a number of issues including being sent to spam or junk folders and contacting the wrong people.
However, there are some amazing software tools available to help you manage and monitor your data and create email campaigns.
Campaign Monitor, MailChimp and HubSpot are great for doing just that and provide a number of reporting and testing services enabling you to get the most out of your email campaigns.
What do I add to an email newsletter?
The next step is to consider your email newsletter content, what is it that you are wanting to share with your contacts?
As with the above examples, strong email newsletters contain relevant news, advice, events, offers and promotions. Make sure you have something to say rather than just sending an email campaign for the sake of it, this could lead to people unsubscribing and a negative impression of your brand.
Email campaigns are a great way to share your expertise and direct readers to your blog page. Blogs hosted on your site are a fantastic tool for enhancing your authority on various topics and boost your SEO as a result, but some people might need a hand getting there.
Adding links to your email campaigns along with a short teaser of your content then directing readers to the full article will help you to measure additional elements beyond the open rate of your email, including click rate and comparative performance on past campaigns.
Monitoring clicks through to blog content can help you to understand the kind of content your audience wants and will respond to, which in turn can inform your future marketing strategies, allowing you to create a more effective plan going forwards.
Most email software offers A/B testing features, meaning you can create two version of a campaign and test different variants to determine the most effective strategies.
You can A/B test a number of variants including subject lines, dates and times, images and structure.
For more advice on how blog writing and email marketing can support your business, chat to a member of our team today.