Creating a Successful Newsletter or Blog Strategy
Tips and tricks for creating and curating a successful newsletter programme.
The idea of having lots of relevant people signed up and opted into your newsletter is the holy grail of any marketing manager, if you already have a newsletter that you write, these tips may be a useful insight into how to structure the campaign.
For those who have not yet embarked on the company’s newsletter strategy, here are a few suggestions on approaching the theory and practice execution of a coherent, thought out and structured newsletter campaign.
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what should a good newsletter campaign look like?
Well, first you need to determine who you want to target and then work out what you want to say to them. Let’s be honest and realistic here and acknowledge that these are people you want as customers one day,
What isn’t a good newsletter campaign?
Well, it’s simply this, and we have all been guilty of this at one time or another. Me/our company, writing sporadic content at a time that works for me, that doesn’t link and has no structure
Avoid this approach at all costs, the ‘yeah I write a newsletter/blog now and then when I have the time and can think of a subject.’ The point of a good blog is finding the time, if your customers are asking for it then you should be supplying it
So, understanding this here are some tips and tricks to approaching the campaign correctly
1. First, plan out who you want to follow you
Sounds simple but it’s often overlooked. Work out who the newsletters are for. Who will be reading them and what are you trying to offer them from it? What are their Job titles, geography and what do they do?
What pain points will they have in their day-to-day (that your blog will help with)? The point of your blog is to help them address these pain points and determine a solution. Have you written this all down, in as many details as you can? This will be essential for the next step.
2. Then plan want you to want to say
Again, as you did before, literally write down the title of the blog and using the piece from number 1, assign a persona to each content piece. This way you can understand visually if you are writing too much or too little for the one type of persona.
Plan at least half a year’s worth of engaging content titles. Don’t just think of the subject on the spot. Write down every title, it could take days or even weeks. In this part, it is good to have the inspiration.
Once you have all the titles, try and put them in order. Stand back, read the order again, and check that it makes sense. We recently did this over a series of newsletters that we had written on media planning. Writing the titles out allowed us to change the order so that the readers would receive the blogs in the natural order, it helps make the whole series clear.
3. Select a day and a time that the newsletter goes out
Stick to that, no matter what. Do not deviate from this date. Ever. And this is the hardest part. Being disciplined. It’s so easy to get sidetracked and move it to tomorrow. It’s only a newsletter right, what does it matter? Well, it does matter.
Our navigator newsletter goes out bang on time every week, we place great emphasis on this happening like clockwork. We share the blog/newsletter writing so each week someone in the team will write a new addition to the blog. And if it’s your turn to write it, the pressure is on to have it written on time, and that applies to Everyone in Orientation Marketing.
So, if you are asking for help in writing blogs/newsletters, stress to that person (it’s most likely a product manager) that it cannot be pushed or moved the deadline is hard and non-negotiable.
4. Plan your growth
Have an aim for growth, for subscribers but remember to make it realistic. Always be trying to grow your newsletter subscription lists, the more people on there the better the reach. If you are starting from day one and you have no subscribers, start by sending a personalised email asking them to sign up for the newsletter. Use Mailchimp (other software is available) to manage the writing, design and distribution of your newsletter. Use incentives at first to start building your list. Sign up for our newsletter and get a free…… (you’ll have to fill this in). But could be a good way to build the first few hundred opted-in subscribers
5. GDPR
Goes without saying this one, but stick to all the clear guidelines for this, and ensure that everyone has opted in and is happy to receive your communication. Never buy lists and never just add people.
GDPR is all about making sure the people who are receiving your newsletters are doing so by law. If the lead has already expressed an interest in the topic then marketing to them is fine but always be sure to have your unsubscribe so customers can change their mind at any time.
6. Syndicate the newsletter across all platforms
Marketing your newsletter is important too. Use the additional channels you have to help your blog/ Newsletter reach a wider audience. Organic marketing is a good way to get your blog noticed.
Social media marketing can help you promote your blog. Determine what channel best fits your audience be it Facebook, Linked In or Twitter. When there is a new addition to the blog share it on your channels and get your organisation member to share through their profiles too.
7. Have it in your signature
Emails are a comment part of our every day, I must send at least twenty emails a day and that’s on a quiet day. This is the most contact you get with people so it makes sense to use it. In your email, you should have a link to your blog/Newsletter so that anyone can visit it at any time.
“Subscribe to Orientation Marketing’s monthly science marketing newsletter here.”
It doesn’t have to be long and detailed short and snappy works it straight to the point and tells your audience where to go if they want more.
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8. Describe what you can offer
When people sign up give them a clear understanding of what they will read and how they will benefit. So, when people sign up and they receive a thank you email, tell them exactly what the newsletters are about, when they will get them and why they will find them useful. Tell them from the outset what example topics you will cover.
9. Subscribe to other newsletters/blogs
Sign up for as many blogs or newsletters in your space as you can. See what’s being written about, see what’s being overwritten (I give you….10 things to do in Covid lockdown) and avoid these. Knowing the competition is the best way to become better than them, but don’t exhaust topics no one will read the same thing twice.
10 Guest blog
Never be afraid to ask someone to write a guest blog for you if the topics are fitting with the main plan. Sometimes this is a great idea as it relieves the pressure of you having to come up with more content. Often adding a guest blog can give a different sounding voice for the readers, a fresh approach and outlook.
11. Know your statistics
Finally, once you have built momentum, you have a good healthy list of subscribers, don’t be afraid to measure the success. How many emails are opened, and links are clicked, what topics did well, and what didn’t? Try an end-of-year survey and ask them to feedback on what their favourite blogs/newsletters were, ask them what they want to see next year etc. It’s a two-way process here, monitoring and measuring this will ensure you get this right.
Summary
In summary, creating a blog/newsletter will help you connect with your potential customers. It is a great way to show your audience what you can offer and position yourself as a valued member of the industry. If you take on board just a few of these tips I see no reason why your blog reach wouldn’t improve.
For more on email marketing in the pharmaceutical sectors, and how we can help, see our section on email and marketing automation.