“When a person reads your newsletter, it becomes a part of their daily routine. Audience engagement is much, much higher, and advertisers know this and are willing to pay for it” said Andy Russell, Co-founder of InsideHook, in a recent article on the Los Angeles Times.
As email marketers we know the importance of email newsletters. The word “newsletter” doesn’t do them justice: they’re more than just a newsletter: they’re email-delivered publications. When done right, daily newsletters can become a tremendously effective publishing tool.
For publishers (and content curators), email is a perfect channel to communicate daily with subscribers and build a loyal audience base. Successful free daily newsletters are tailored to a well-defined audience (e.g. “successful middle-aged men”), and are geographically-based (e.g. “San Francisco”). Combining the two defines a very specific set of content: for example, a newsletter for foodies (audience) about where to go eat in San Francisco, CA (location). Even though this may seem trivial, the practical implementation is not an easy task.
There are many examples of very successful daily newsletters. Among them: Thrillist (lifestyle for men), Inside Hook (travel, news, lifesty for men), DailyCandy (for women), Tasting Table (food), Red Tricycle (for families). Aggregators of content – such as Alltop.com – and daily-deal websites – like Groupon.com – also use daily email extensively… and there’s a reason! Here are 3 emails that highlight the core principles of daily newsletters:
So, how does this apply to your business? Content marketing is the answer!
Day-to-day, marketers face this all too common challenge: to come up with effective marketing campaigns that move leads up the sales funnel (up, according to MarketingSherpa’s inverted sales funnel definition). Similar to the email publishers, your company can leverage a content marketing approach and utilize email as the preferred online distribution channel. How?
- By creating high-value content that is relevant to your audience (be it prospects or customers, depending on where they position in the funnel). This means that you must understand who your customers are and what their interests or concerns are. (i.e. who is your customer? You’d be surprised to know how many businesses don’t dedicate enough resources to answering this simple question).
- Distributing the content regularly through email. Depending on your business, type of business (i.e. B2B or B2C), and industry this can mean sending an email once a day, weekly, or monthly with new content. Why spend time on it? Because email remains without a doubt one of the most effective online channels in terms of ROI (view Econsultancy’s recent study).
Build your influence and create a context of consumption. It’s a win-win!
There is not a better example for creating a context of consumption than through the daily free newsletters…and advertisers know this! Again, as Randy Russel explained, “the difference between unique visitors to a website and someone who subscribes to your newsletter is night and day.” The difference is in the level of engagement reached through highly relevant content and subscriber segmentation and targeting.
Applied to your business, this means that highly relevant content sent via email on a routinely basis can be a positive influencer for your subscribers to “take the leap” to purchase your product/service or to repeat a purchase. At the least, your subscribers will keep your company in their top of mind.