Marketing Strategy

How to Revive a Dead Newsletter in a Few Easy Steps

A company newsletter is a direct line to your customers. Has it been a while since yours got results? Here’s how to bring it back to life.

Source: artisteer / iStock / Getty

An e-mail newsletter offers one of the most direct channels companies can use to reach customers. When a customer or prospect ops in to your newsletter list, he or she is giving you permission to reach out to him or her directly with product announcements, sales, and other campaigns. But too many brands find their marketing efforts divided—and as a result, e-mail newsletters may be underutilized or have even faded completely. 2019 is the year to revive your newsletter. Here are a few steps that will make it easy to get started.

Start by warming up your list: If some time has elapsed since a customer signed up for your e-mail list, he or she may not even remember having done it. It’s a smart strategy to send the person a warm-up letter that provides a preview of your planned e-mail marketing activities. Frame your message in terms of the benefits that the customer will see if he or she stays. Go one step further and ask him or her to reconfirm his or her desire to be on your e-mail list. Not only will this help ensure a higher engagement level, but it will also ensure that you’re not paying money to send e-mails to customers who aren’t going to be excited about your content.

Create a consistent schedule and stick to it: Every business and every audience will have a different ideal cadence for sending and receiving newsletters. Whether that means one message a week or one a month, it’s important to do some research and determine what’s right for your own scenario. However, once you create a schedule, stick to it. When customers know you’ll be consistently sending content their way, it’s more likely to stay on their radar and solicit engagement. That doesn’t mean you can’t be spontaneous—but it does mean making a commitment to keeping the newsletter alive.

Develop a plan for higher-value content: Your newsletter should, ideally, be more than simply blasting out product announcements and sales. Think about what content you can share that your customers would be excited about. For a fashion brand, this might mean a tutorial or trends piece. For a business-to-business (B2B) company, it could mean thought leadership or even simply a link to a Q&A with an expert. The more value you deliver to audiences, the more likely they are to remain long-term subscribers. This is true across all content marketing channels, and brands are seeing a reinforcement of this trend in the newsletter world.

Measure your results and return on investment (ROI): As marketers have limited time and limited budgets, it’s important that we direct our marketing efforts toward the channels that generate the highest results. For many brands, newsletters can be the source of numerous sales. At the same time, others may find their audiences are more active in other digital arenas. Measure your results, and address your strategy over time to adapt for changes and continuously improve the return that you’re seeing for your online marketing efforts.

While e-mail newsletters may not be on the cutting edge of your marketing strategy, they remain a critical path for staying connected to customers. If you have overlooked e-mail newsletters as a way to engage prospects or build relationships with buyers, explore whether 2019 is the right time to resurrect this important marketing channel.