Newsletter Copywriting
Many people overlook the importance of email in any digital marketing strategy and consider it a traditional tactic. But with more than four billion daily email users, a regular newsletter definitely still has a place in modern marketing.
How newsletter copywriting services can benefit your business
Although there are many ways to effectively reach, engage and nurture your target audience – content marketing, social media, SEO, etc – few are as effective as email marketing, which delivers a 4,200 per cent return on investment (ROI).
Communicating with your subscribers through regular email newsletters allows you to keep customers in the loop, nurture your relationships and increase your overall sales. Whether you want to share company updates, introduce new products or offer your customers a valuable resource – the possibilities are endless and all of them can have a positive influence on your business.
If you’re not sure where to start or you simply don’t have the time to create and send email marketing collateral, you can turn to an agency that offers newsletter copywriting services to take the task off your hands.
What are newsletter and email copywriting services?
Email newsletter copywriting services are carried out by professional writers on a freelance basis or through an agency.
It’s important to note that email marketing is not as straightforward as writing a message to a friend or a colleague. It requires refined skills in copywriting from people who know how to compel readers to take a desired action.
Your email marketing campaigns need to stand out in order to be opened and read consistently, which means knowing how to offer your audience something valuable.
How can a newsletter copywriter help you?
Professional copywriters know how to formulate emails that entice and engage readers. They are able to take on your brand’s tone of voice while writing creatively and persuasively to increase chances of conversion – whether it’s a sales email or an invite to check out a valuable resource.
Working with an agency that offers newsletter copywriting services gives you access to the professional writing skills and expertise you need to ensure your emails get read. Moreover, they’re equipped to use email marketing automation tools such as MailChimp or Campaign Monitor to ensure your campaigns reach their full potential.
Why should you send a newsletter?
Newsletters are a cost-effective way to boost your business and take your marketing efforts to the next level. It’s more than likely you already have numerous email addresses stored in your customer data platform, so why not use those to deliver value to your existing audience?
They can be used to increase your authority, build relationships, offer value to your audience and keep your brand on their radar. But what can you include in your newsletter?
Here are some ideas:
- Company updates
- New products, services or features
- Discounts, offers and sales
- Valuable resources such as blog posts and industry news
What benefits can newsletter copywriting bring to your business?
Whether it’s a promotional email advertising a Black Friday sale, a welcome email for new subscribers or a monthly newsletter, copy is important in setting the tone of your brand and persuading your readers to take the next step, whatever that may be.
Like other forms of content creation, newsletter copywriting is a skill. When done well, it can help you with:
- Building brand awareness
- Scaling website traffic
- Improving your authority and credibility within your industry
- Nurturing leads through the sales cycle
What makes good newsletter content?
It’s important to remember that newsletters speak directly to new and existing customers. Most people check their inbox multiple times a day, which is why an email newsletter is an effective way to capture their attention. Along with writing a captivating email subject line, you must ensure that its content is:
- Relevant: The information included in the newsletter should relate to the reader’s industry, interests and the topics that they care about.
- Interesting: It needs to entertain, educate or delight the reader, or risk getting redirected to spam or worse, unsubscribed from.
- Valuable: The purpose of your newsletter should be to offer your customers or new leads something they find useful, whether that’s a special offer or discount or an informative resource such as a white paper.
What are the 5 elements of an effective newsletter?
How many newsletters do you receive in your inbox each week? How many of them do you actually read from beginning to end?
Most people receive multiple emails every day, and many of them are from brands and organisations they’re subscribed to, so it’s crucial you take the right steps to stand out from the crowd. Here are five key elements to include in an effective email newsletter.
Short and catchy copywriting
The average bounce rate across all industries is 9.96 per cent. It’s important to ensure your newsletter has a strong, specific subject line and that the copy is short and catchy to increase the chance of subscribers reaching the call to action.
Enlisting the help of an agency that offers newsletter copywriting services can ensure that every word counts and keeps the reader engaged to the very end.
Reader-focused content
Make sure that the content in your newsletter focuses on delivering value to the reader, whether that’s a special offer or an interesting blog article.
It’s a good idea to segment your audience to allow you to better personalise content to individual groups and audience personas, which leads to higher engagement, better click-through rates and more conversions.
Appealing design
It’s not all about copywriting. An effective newsletter needs to be well-designed and visually appealing. It should reflect you and your brand in its colours and content. Email newsletter templates are helpful if you want to be consistent and not confuse readers.
For instance, your logo, contact information and any other elements should be formatted in the same way each time. It’s also important to ensure that your newsletter is optimised for other devices, since the majority of millennials and Gen Z customers check their emails using a mobile device.
Website, social and contact information
One of the main purposes of an email newsletter is to encourage readers to click through to your website or social profiles, or to get in touch with you another way. Therefore it’s important to include all of these links in each edition.
Call to action
Another essential element of any email newsletter is a call to action. This lets your audience know what their next step is. For example, you can link to a blog post, include a social media button or provide them with information about how to access offers and services.
What should you not put in a newsletter?
In the same way there are things you should include in a newsletter, there are plenty of other things you should avoid. To increase your chances of success, be sure to nix these elements from your email communications:
- Boring and generic subject lines
- Too much information (or information that is irrelevant)
- Content that’s written for a non-segmented audience
- Unnecessary links
- Too much self-promotion
- Boring stock imagery
- A dull and serious tone
How often should you send an email newsletter?
It is often suggested that the most effective frequency to send a newsletter is at least once a month and no more than twice a week. In fact, 33 per cent of marketers send weekly emails and 26 per cent send emails multiple times per month. It’s important to find the right balance for you and your subscribers to ensure you’re not overwhelming them or falling off their radar entirely.
Find out more about our newsletter copywriter services
At Axonn, we’re a team of professional marketers, creatives and strategists who can help you in all aspects of your email marketing. Whether you’d like to enlist a copywriter to come up with killer email newsletter ideas, you want us to handle your whole campaign or you’re seeking a full content writing service to take on your communications – we can help you reach your marketing goals.
Get in touch to find out more about how we can work together to grow your business.
