Learn how to create the best newsletters and enhance your lead nurturing strategy

If you accessed this article, you probably want to start a strategy to create the best newsletters for your audience. However, there are some points to pay attention to in this process and to reflect on before you even start developing your project.

Therefore, we have gathered here some tips that can help you at this stage, in addition to, of course, some examples of newsletters that stand out among different segments.

To begin with, if your doubt is about the effectiveness of a newsletter, know that this is material with a lot of potential for your content strategy. However, you need to know how to use it and avoid the pitfalls that affect most content creators.

So, let's stop beating around the bush and unravel these details once and for all. Good reading!

What is a newsletter for?

This is a common question for those who are starting an organic content strategy. After all, what is the purpose of a newsletter?

The answer may not be as simple as you expected, but let's explain all the details. In the first place, the newsletter is a communication tool between two people.

Why highlight this?

Many writers forget the purpose of an email when they start thinking of it as a content channel. Therefore, it is common to see newsletters that do not communicate with the public in question and are solely for disseminating other channels, such as blogs, social networks, rich materials, etc.

Furthermore, to understand and define the best purpose for your newsletter, you need to understand what your audience expects from that email. If your brand is already recognized and has highly engaged customers, an email with news can be very useful in keeping them updated.

But, there are other ways to use a newsletter and, bringing news from the segment in which your company operates, for example, can be fundamental to engaging your lead base. This format mainly works as a type of content curation.

This way, you seek to bring to your audience the news that you believe is most relevant to those who read your emails. Obviously, we cannot forget the communication nature of this format.

Therefore, delivering this content as a compilation of tips or topics that your lead needs to know that week, fortnight or month, becomes an exceptional way to use this tool.

Why invest in the best newsletters?

Firstly, a newsletter is the perfect way to strengthen the relationship your company has with its leads. After all, it is through this that you will make it clear that you care about them and want to see them more informed.

“I remembered you when I saw this…”

“I think this content might be interesting for you…”

“I'm sure you'll enjoy reading this…”

This is the idea that your newsletter should convey and, obviously, you will use different terms, phrases and elements in the construction of the text. This is because it should not appear standardized, but should have been made exclusively for your lead.

Furthermore, moving away from the exaggerated use of newsletters to promote materials and brand, you can bring news and content that refers to your solution, making an indirect link between the topic of the news and yours. product/service.

A potential customer can be anywhere, but they don't always want to receive explicit advertisements. Think that the internet is constantly offering ads to him, but you are not on the internet, you are in this lead's inbox, in the most private place he can have on the internet.

Therefore, take advantage of the opportunity you have gained, to have direct communication with this person, and make them like your content. So, if she is not a person extremely interested in your company, perhaps self-referencing is not the best approach.

Who knows how to use the newsletter to make this lead the biggest fan of your work?

How to create the best newsletters?

Although they depend a lot on the audience and intended purpose of your newsletter, there are some “formulas” that can help you achieve good results right at the beginning of your strategy. Mainly, to identify everything you need to know to optimize email sending.

Therefore, we have separated some tips that we applied in the process of creating Beatz newsletters and strategies that we still apply today. Check out some of them!

Talk to your audience

If you have an established lead base, this job becomes even easier. As we saw previously, the best newsletters must speak to their audience. Therefore, a practice considered harmful is to establish that all your leads talk in the same way.

Within a large audience, even if it shares some characteristics, there are details that can make your email even more personal. As we mentioned, a common mistake is to understand your newsletter as an extension of the advertisement made for your website, product or service.

We decided to remember that you have earned space in this lead’s inbox. Make it count and offer interesting content, which at all costs prevents them from clicking the unsubscribe button.

Establish contact

The best newsletters can even be just a content curated email, but establish a contact channel with your customer base. leads It's a good strategy. There is a methodology that addresses the questions raised by the public, as topics for future content.

So, interacting with your lead and encouraging participation and expressing doubts can be a good method to engage them and be more assertive in the content you offer.

But be careful: there's no point in just a simple sentence asking them to leave a question or comment.. You need to be present and respond, giving meaning to the role of a good email, the communication between two points.

Understand how he communicates

The best newsletters are ways to understand which communication elements work best on your lead base. So, if you don't know if your audience likes memes, how about testing this in your newsletter and analyzing acceptability through metrics?

Furthermore, thinking about the exchange of information, in a response, you can identify the terms and languages ​​used and use this in creating personas, for example, taking elements from the best newsletters you will create, to other communication channels, such as social networks.

But you need to be careful. Often, different communication channels may require different languages, so don't overdo it.

We hope you liked the tips. What do you think about subscribing to Beatz’s emails and seeing in practice how the best newsletters are made? Just take advantage of the pop-up that will appear on this page.

In addition, you can follow Beatz's social networks and stay up to date with all the news in the world of digital marketing first hand. You can also follow us on Instagram, Facebook e LinkedIn. And don't forget to follow the Beatz Podcast, every Tuesday, always with a new episode about marketing, management and entrepreneurship. Head there to check out the available episodes!