Ideal world: A customer visits your website looking for the solution, and then purchases the product in less than five minutes.
The path from consideration to purchase is not always straight. Your potential customer may find your product too expensive after landing on your site. They might need to consider buying, and then come back later. But they won’t remember to go back. Before they make a purchase, they may want to know more about you and establish trust.
A purchase can be delayed by capturing the email address of potential customers.
An email newsletter is a vital part of any entrepreneur’s marketing strategy. It can help you increase sales. If a website visitor finds your product too expensive, they might be convinced by an email discount sent to their inbox. An email campaign can remind a forgetful visitor about your product. If a potential buyer needs more information, they can find out your company’s story via weekly emails. Then, they can click on Buy. A potential customer’s email can be captured so that a purchase can be delayed until tomorrow.
Many marketing channels like social media can be used to build buying consideration. An email newsletter is different because it is an owned channel and not a borrowed channel. An email newsletter is unique because it is an owned channel and not a borrowed one. Your social media accounts send the same message to everyone. Email is still one of the most important channels to keep your business top-of-mind with potential buyers and drive sales.
This guide will show you how to create a newsletter that converts subscribers into buyers. Although newsletters can come in many forms, this guide will focus on newsletters that provide regular updates to your subscribers about your company. We’ll cover everything from the inside of the company to useful content for readers to use, such as pricing promotions and product updates. We’ll walk you through the process, explaining why a newsletter is important, how to choose the right email platform, what to do when you send your first email and how to assess your analytics once you click Send.
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64.1% use email marketing. This guide is for business owners who want to learn how to create a newsletter to kick-start their email marketing strategy.
Establishing a relationship with past and prospective buyers
According research by Bluecore 74% of baby-boomers and 64% millennials think email is the best channel for marketing. Email marketing strategies, such as content marketing and paid marketing, can seem broad. However, they can be tailored to each subscriber. Emails can be sent directly to an individual’s inbox, creating a direct connection. This is crucial when you consider how buyers make buying decisions. Many buyers want to establish a personal relationship with brands before purchasing.
Emails that offer value to customers, whether it’s monetary through discounts or informational through compelling stories or information, can build trust and eventually lead to sales. Newsletters that are thoughtfully designed can help build an affinity for your brand. This can be a powerful force within a competitive business world.
Buyer considerations when building a home
A customer who visits your digital storefront and decides to not buy will likely never return. If you capture the customer’s email before they leave your site, you can communicate with them via newsletters that are delivered directly to their inbox. Email newsletter marketing can be a great way to maintain contact with potential customers after they leave your website, and build interest in future purchases.
Use a channel to receive discounts and up-to-date information
Customers can use discounts and promotions to encourage them to purchase your products. Shopify reported that 47,000,000 shoppers spent $6.3 Billion during Black Friday and Cyber Monday. Although not every day is a big sales day, it’s possible to use an email newsletter to announce sales or send promo codes. An email promo with a 10% discount code could encourage a potential customer to purchase.
Owning a channel is important
The organic reach of social media has been decreasing for many years. This model has been replaced with a pay-to play model. The average reach for an organic post on Facebook is around 5%. It’s difficult to stand out in social media due to constantly changing algorithms, crowded online spaces such as the newsfeed on Facebook and trending topics on Twitter. Paid marketing such as Instagram ads and Facebook ads, can be effective, but they are becoming more costly and less accessible as the competition for keywords grows.
Email is a channel that you own and can use to communicate with your customers. You own the email list you create once people have signed up to receive your updates. This is regardless of whether or not you use ConvertKit or Mailchimp. Email offers a direct way to communicate with potential customers that other channels do not.
You can use newsletters to grow your business in many ways. It’s important that you set clear goals for the content and the actions you want to achieve with your email marketing.
An email newsletter can do a lot for your business. Before you choose your email platform and start writing your first mailout.
- Building relationships and an audience. This is one of the main benefits of an email newsletter. This can be achieved by sharing valuable information with readers, and/or providing behind-the scenes details about your business to subscribers. If you sell home goods, for example, you could send emails with interior design tips and decorating tips (e.g. “5 tips to prepare your home for Christmas“). Your newsletter should not only promote your products, but also provide content that makes you an authority in your field and helps you build credibility.
- Education. A newsletter can be a great medium for providing educational content. It teaches subscribers how to use your products. Send tutorials to your subscribers on how to use makeup brushes and other beauty tools to create a complete look for New Years Eve. Send emails to educate subscribers about how to set goals or conduct an annual review with the 2022 stationary planner. Education is a way to convince potential customers and keep existing customers happy.
- Selling products or services. Directly selling your products and/or services is one of the most important uses for your email marketing newsletter. To drive traffic to your website, play the role of a curator and feature new products or bestselling products in your newsletter. Subscribers may be offered promotional pricing and discounts for a limited time.
- Referrals. Email newsletters can be used to create ambassadors. In return for a reward, send email subscribers a link to a referral link. This will allow them to spread the word about your company. You could offer 10% off your friends’ first purchase and 10% off your next. This is especially useful for subscription businesses that rely on recurring revenue.
- Customer feedback, research and customer feedback. You can use your newsletter to solicit customer feedback and do user research. Rather than use a no-reply email (e.g., [email protected]), use one where readers can respond directly to your communication. Send short surveys to your readers.
Your newsletter doesn’t need to have one goal. Your newsletter does not have to achieve every goal on the list. Next, prioritize some goals and consider how your newsletter content can help you reach them. You could have an educational newsletter with a link to the referral page at the bottom. You could also send out a promotional email every two months. You should consider what newsletter content is most effective for your business goals and plan your email marketing strategy accordingly.
Although it sounds daunting and difficult to set up an email newsletter strategy, it is really as simple as determining the details of your newsletter before you send emails. Consider who you want to reach, what audience segments you will create content for, what topics you’ll cover and how often you’ll be sending emails to subscribers. These details will allow you to create an email marketing strategy you can adapt over time.
Define your audience
Your audience is the people you want to reach through your newsletter. This audience is likely to include potential buyers or previous customers if you are a business owner who wants your email marketing to support your business. What are the key characteristics of these groups? You probably have an ideal customer persona that you can use to target your newsletter. For example, tech-savvy millennial parents residing in North America who earn $100,000 per year. You can create better content by defining your audience and converting them through your newsletter.
Segmentize your audience
Segmentation refers to sending emails to certain groups of your email list. This allows you to personalize and customize your emails so that readers are better served. You might have 1,000 subscribers to your email list and one segment of customers, 750 who receive updates on eyeglasses or sunglasses, and 250 that only receive updates on sunglasses. Email segmentation prevents subscribers from getting email fatigue and allowing them to miss the most important information.
Segmenting subscribers can be done by asking them what topics they are most interested in, and then sending them emails according. Email newsletter platforms make it simple to segment your email list. They also make this process automated. Email segmentation can be difficult because each segment requires different content. This can make it time-consuming for business owners. Segmentation can be a viable strategy for your newsletter list. However, you should stick to one list as a starting point.
Choose your topic
Your content strategy should be established and the topics you will cover in your newsletter. Your newsletter’s goal should guide the content that you create. You might choose topics such as how to throw the perfect dinner party, or tips on keeping your cutlery clean if you are selling dinnerware.
You should choose topics that will be of interest to your readers. This will ensure they open your emails and not just leave them unread. It doesn’t mean you have to cover all topics at once. It’s beneficial to create an email content calendar that allows you to plan your content weeks ahead.
Consider the points for email capture
You should think about where your visitors will be able enter their email address to subscribe to your newsletter. Your website visitors can fill out a form to subscribe via your homepage. You can also encourage people to subscribe through pop-ups on your blog or a form at bottom. In the bio section of social media platforms, include a link to subscribe your newsletter. When a customer completes a purchase, and then enters their details at checkout to confirm it, ask them to sign up for your newsletter. Think carefully about how you can build your email list by using multiple capture points.
Choose your send cadence
It is a combination of science and art to find the right tone for newsletters. It’s important not to overload people with emails. You want updates to feel personal when they reach someone’s inbox. You don’t want emails to be sent so often that you aren’t remembered when it’s time to recommend or buy. Consistency is also important. Send on the same days every week, and don’t set a pace that you can’t maintain.
You can make a plan for your email marketing strategy and get results that will impact your business.
Every email newsletter platform is unique in its features, pricing, and advantages. Although you may not require every feature, it is worth looking into a platform that offers all of the features you will need as you grow. You may not require advanced features such as email segmentationa or A/B testing when you start sending newsletters. These features might be useful as your newsletter evolves to become a fully-fledged email marketing strategy.
These are some features to be aware of when choosing an email newsletter platform that is right for you and the future.
- Customizable themes and built-in templates Drag-and-drop functionality allows you to customize the layout, colors and images of your mailouts.
- Email personalization. You can add a personal touch by including subscriber details in emails using merge tags (e.g. first name).
- Email segmentation. To deliver more relevant content to your subscribers, you can divide them into different lists based on certain groups.
- Email automation. Automate sending pre-written emails to subscribers after a specific action at a certain time or at a predetermined pace (e.g., welcome email).
- Email scheduling. Send emails ahead and schedule them later.
- Email testing. Before you send a newsletter out to your entire mailing list, test it first.
- A/B Testing capabilities. Split the newsletter in half to determine which version performs best. Send one version to half your list and send another to the other half.
- Campaign measurement and analysis. You can view metrics such as open rate, click through rate, unsubscribes, and so on for every newsletter you send.
Apart from these features, consider the ease of use, cost of sending emails and subscriber limits. These email newsletter platforms offer the above features in varying levels and are worth looking into for your newsletter.
Shopify email is eCommerce-friendly email marketing. Shopify Email allows you to create emails quickly and easily as an entrepreneur. Shopify allows you to create, send and track campaigns from one place. Shopify Email is available for free through the Shopify App Store.
Pricing Shopify allows you to send up to 2,500 emails per month for free. You pay $1 per 1,000 emails sent beyond this limit. There are no monthly fees.