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Email Newsletters & Direct Mail

How can you communicate with your customers better? If you aren't already using email newsletters or direct email marketing to communicate with existing customers then you're missing a trick. If you're already using email newsletters or email marketing then your stats won't lie - good email copywriting could be the key that unlocks better open rates, better clickthrough rate and better conversion and could reduce unsubscribes.

Turn your email newsletters into an exceptional sales tool

Highly effective and highly measurable, some companies have turned email marketing into an art form but it remains an underused or badly used resource. Email newsletters allow you to access the people that are most likely to buy from you - people that have already bought from you. People that have already bought from generally spend more money with you than a new customer and an email newsletter can be a incredibly effective tool to sell additional products or services to them or reinforce your brand identity in a highly targeted way.

If you're new to email newsletters, there is a number of easy-to-use, cost effective email broadcast services out there. We are a preferred supplier to one of the biggest email marketing tools for SMEs, newzapp and have written marketing materials for Mailvivo. We've also written for large data companies such as Marketing Source, so we've got insight into the bigger picture of email marketing.

Read our article on How To Write An Email

How copywriting fits into the email marketing lifecycle

Opt In: First of all, you've got to get people to sign up to your email newsletter. What's your bait? Free reports, how to guides, white papers - they can all benefit from the expertise of a professional UK copywriter. A copywriter can give you a fresh perspective and help you to generate content that not only delivers the perceived value you need to encourage sign up but the real value that keeps readers engaged and interested. Let's not forget your copywriter might also be driving traffic to your site through effective SEO copywriting, then engaging and converting readers into customers through compelling web content but you can read about those elements elsewhere.

Capture: Once you've got your sign-up to your email newsletter what do you do with them? Well, that depends, but a nice, warm thank you message appropriate to your business might be a good start. Guess what - there's your copywriter again. And while you're at it why not start the beginning of your beautiful relationship with a little surprise? Free content, free advice, an introductory offer, a discount - an unexpected bonus just for signing up can get things off to a great start

Engage: There's no point sending out email newsletters that never get opened. A bad subject line might get your newsletter slung straight in the spam bin or, if it does get through, straight in the trash. You may already know what your open rates are - the question is are they good enough? That one sentence might be the most important thing in the whole of your email marketing campaign, especially if you're marketing direct to new customers through third party opt ins or mailing list rental.

Communicate: Engaging your customers isn't just about the subject line of your creative. It's about content - the meat of your email newsletter. Give your customers something useful, or interesting, or amusing but make sure it's appropriate to your business and in line with your objectives. The online world is all about relevance. The alignment of customer need with a seamless chain of relevance that leads from keyword, to web page, to content, to conversion is as close to you can get to a recipe for success. How do you deliver relevance in an email newsletter? Personalise and customise your content. Use your metrics to understand your customers then give them the content that is most relevant to them.

Clickthrough: Content for content's sake is ineffective - your email has to work for a living by delivering sales (or donations, or votes...) Absolutely give your customers something great to read but make sure they are acting on your email. Not only will a good copywriter help you to answer the question ‘why am I sending this?’ but they can also create compelling calls to action so you get the results you want.

Be in it for the long-term: Everybody's different. Some of your customers will buy one thing and never buy anything from you again; some will carry on buying from you again and again. Others will actively engage with your newsletters for years before eventually deciding to part with hard earned cash. Again, an experienced copywriter will understand how to talk to all these groups.

One aspect of email marketing that is often overlooked is the steady drip-drip effect, the persistent mailing of high value, relevant content, the analysis, segmentation and testing. People that do email marketing well know that, to cultivate loyalty and trust and to get your customers to be there for you when you most need them (at an event, a promotion, a new product) you need to develop a long-term relationship.

This is based on consistency, reliability and continuity. So if you want to deliver that you need an email newsletter writer that is in it for the long haul

If you want advice or a quote on your email newsletter then contact us now