How email newsletters can help you promote your brand

Amplify your brand

Email newsletters have many advantages. They are affordable. They don’t take long to set up. They are quick to write and they are available to everyone. And these are just a few of the reasons why they should be part of your marketing toolbox.

With so many digital tools to turn to, the email newsletter might not be the most obvious choice. However, survey after survey shows that email newsletters are once again gaining popularity as an effective marketing tool.

How to promote your brand with email newsletters

With over 3 billion email users in the world and a worthwhile return on investment, it’s little wonder that email newsletters are becoming the go-to option for B2B businesses. With that in mind, in this article, you’ll find three ways to use email newsletters to promote your brand.

  1. Increasing web traffic with your email newsletter
  2. Promoting your brand and increasing revenues
  3. Promoting your blog

Let’s get started.

1. How to increase web traffic with email newsletters

Website Analytics on Tablet Represents Increasing Traffic Via Email Newsletters

Email newsletters are an effective way to increase organic website traffic. Regardless of the email content you include, linking your newsletter to your website directs traffic straight back to you, without depending on search engines or social media.

There are several ways you can drive traffic from your email newsletters to your website. These include:

Linking newsletter content to your website

Linking banner images, text and photographs in the body of your newsletter will create targeted traffic.

However, it’s important to remember that your newsletter shouldn’t serve as a catalog for your website. Instead, put direct links to your best-selling items or link to a demo video so your visitor can learn how to use a product.

Help your customer with their research

Consumers like to research before buying, so make this part easier for them. Linking your images and text to online information that can help inform the buying decision can make your potential customer more confident to buy.

Include a short blurb

Save your full story for your website and include a short blurb in your newsletter to create a non-product related talking point.

Promote your latest blog post

An approach favored by many marketers is to include an excerpt of their latest blog posts in their newsletter. This encourages readers to click through to the website, and once they are there, your reader is more likely to click on other areas of your website and perhaps make a purchase.

Related: How to write a great blog post 

Email Newsletters Blog Post On Laptop

Create compelling imagery

The use of strong, engaging imagery in your email newsletters is one of the secrets to getting your readers’ interest fast.

This is essential because newsletter readers tend to scan emails.

 

And according to Marketing Sherpa, you have just 15-20 seconds to capture their attention.

Related: How to optimize images for the web 

Use one-topic messaging

Marketing Sherpa suggest using the one-topic messaging approach in a newsletter for an improved response rate.

A focused newsletter with an article on a single topic can be just as effective as email newsletters that contain multiple pieces of content. This is especially important now, as more people are using smartphones and often read content on the go.

Feature/highlight a new product

Limited-time discounts can work well to create a sense of urgency and get visitors to your website. This approach could be used during seasonal times or during end-of-stock sales when you want to shift stock fast.

Related: How to use discounts and coupons to increase eCommerce revenue

Include relevant content

The more relevant your content is, the more likely readers are to respond to it. And if the content is relevant to your audience, then you’ll be driving qualified traffic to your website. More traffic over time could have a positive impact on your bottom line.

2. How to increase revenue and brand awareness

It can be relatively easy to get consumers to make one-off purchases.

However, if your business is going to thrive and gain customer loyalty, you need to focus on brand awareness.

Brand awareness can often be a deciding factor on whether a consumer buys from you, or whether they shop with one of your rivals.

The more you can communicate your core mission and main values, the more likely you are to gain a consumer’s trust. And the more aware shoppers are of your business, the more likely they are to keep coming back to you.

Sending out email newsletters can help you build better brand awareness. And an email newsletter is a great way to get your products right in front of your customers.

Here are some tips on how to build brand awareness and increase revenues through email newsletters.

Be consistent

Consistency should be the number one rule for anyone trying to establish their business and build a brand. Your website and newsletters colors should be the same and so should your writing style.

Consistency builds familiarity with your brand, and the more familiar a customer is, the more comfortable they’ll be buying from you.

Related: Everything you need to know about creating a brand style guide

Show your expertise

When you’re creating a newsletter or repurposing blog content, consider what you can do to show your expertise.

Think about the value you can provide your readers, or how your products can help them.

 

Anything that shows you’re an expert in your niche will make your brand more credible in your customer’s eyes.

Include calls-to-action

One of the aims of your newsletter content should be driving traffic to your website and getting sales. While a visitor won’t make a purchase every time, including a call-to-action will show your customers what you want them to do next.

Do you want them to click through to your website and view your latest products or your special offers? Do you want them to look at new products or to get a sneak preview of new stock? Then tell them!

And even if they don’t buy anything when they click through, they will be engaging with your brand and getting more familiar with it.

Let your customers take a peek behind the scenes

Allowing customers to look behind the scenes provides an insight that they would usually lack.

Seeing how your company works, how it selects products and how passionate your staff are about what they do can all help to develop a stronger relationship with your shoppers.

Video works well for this type of content, or you could consider a “day in the life” article with a lot of images.

Related: 9 types of video content to help move customers through the sales funnel

Share your story

Customers want to know who they’re buying from. Let them get to know your story and the story of your team.

An approach many companies adopt is to send out email newsletters that include employee profiles. This lets consumers feel like they know you a bit better and can make them feel happier to buy.

Create content your readers want to share

This could take the form of infographics, interactive content like quizzes and competitions or checklists. Interactive infographics are becoming increasingly popular among marketers and could really help your brand to stand out.

Consider offering a small gift like some free templates, a business checklist or similar. This will help incentivize readers to take part.

Related: How to make an online quiz

3. How to promote your blog with email newsletters

There are a variety of considerations when promoting your email newsletters. Here are a few to keep in mind.

Choose an email provider

Start by deciding which newsletter service you want to use.

Look for one that has a range of templates to make newsletter creation easier. When choosing templates, pick one that matches your brand as closely as possible, or import your own template for greater consistency.

Editor’s note: GoDaddy Email Marketing has a variety of professional templates that look great whether your readers are on desktops or smartphones.

Decide how often you’ll send out email newsletters

With your newsletter set up, decide how often you’ll send out newsletters to your subscribers. How often you send out your newsletter is up to you. However, you should understand your audience well enough to know whether they are keen for regular weekly updates, or if bi-weekly or monthly is enough.

But be sure not to wait too long between each one. You don’t want to give your readers a chance to forget about your brand.

Be sure to include a prominent unsubscribe link so your readers know they can opt-out whenever they wish. This is necessary in order to remain compliant with GDPR and CAN-SPAM laws.

Invite feedback

You should already engage with your readers through your blog comments — this fosters a relationship with your readers and promotes trust.

However, there are better ways of inviting feedback. Regular readers will have invested in your blog, newsletter and your brand. And they’ll love to give their opinion about the direction your blog is going in.

To gather feedback, use a tool like Survey Monkey to set up a poll through your newsletter. Invite your regular readers to tell you what they’d like to see and publish the results on your blog.

Related: What to include in a customer survey — and how to get customers to participate

Use an RSS to email service

An RSS to email service automatically fills out your newsletter template with your blog content. It’s a time-efficient way to promote your blog and keep your audience up to date with new content.

Be a content curator

Another easy way to fill out your newsletter template is through content curation. Curate content from your own blog, from related news from other blogs and newsletters or any guest posts you’ve written.

Make sure each snippet has a captivating image. The more striking an image is, the more likely readers are to click on a link that takes them to your blog.

Reuse old blog content

Old blog content can often suddenly become relevant again, so make use of archived blogs whenever the opportunity arises and repurpose archived blogs that newer subscribers won’t have read.

Newsletters are a simple way to get old blog content in front of a new audience. Include links to your older content at the end of your email newsletters. Alternatively, use snippets throughout to drive traffic back to your blog.

You could also consider having a featured blog from your archive. Or create a themed newsletter around prominent dates and special occasions.

Don’t forget the power of social media, and include “share” links with each blog post. When your readers click through from your newsletter, they’ll have the option of sharing content among a wider audience on Twitter, Facebook and LinkedIn.

This method is an effective means of newsletter promotion, while also promoting your blog.

Related: A beginner’s guide to social media for small business

Conclusion

Email marketing is far from dead. In fact, it has been making a strong comeback in recent years as many marketers and business owners realize its potential benefits.

When used effectively, email newsletters can increase revenue, build brand awareness, and increase web traffic. They can also promote your blog. All these factors can contribute to establishing a successful, long-term business and a loyal crowd of shoppers that keep coming back for more.

GoDaddy Email Marketing has professional templates to help you build the perfect newsletter to promote your brand.  Learn how to set up your first email marketing campaign today.

This article includes content originally published on the GoDaddy blog by the following authors: Emma Wilhelm, Kate Chittenden and Sally McGraw.

Image by: Oleg Laptev on Unsplash

Jane Fazackarley
Jane Fazackarley is a freelance writing specializing in creating content for small business and the health sector. She has written for a broad range of companies, with a focus on the payment industry, and she is the author of five ghost written health books. When she isn’t writing for businesses, you’ll find her writing non-fiction, meditating, or caring for three rescue cats.