How to Raise Awareness for Your Email Newsletter
Email newsletters are one of the most common, cost-effective marketing tools at your disposal to create and foster relationships with your clients, eventually leading to sales and leads. It is a way for you to extend your brand, show off your expertise, as well as genuinely help your clients with informative or entertaining content.
According to the Content Marketing Institute, email newsletters were one of the top three types of content used by B2B businesses, and email newsletters were the highest-performing content type that nurtured leads. It is also organic, meaning that it doesn’t cost you anything besides your time to create.
Email newsletters are like a garden for marketers. They can provide sustenance and be applauded by others, but if overlooked and untended to, you risk letting leads die.
At Enthuse Creative, we say that visibility + viability = valuability. Don’t let your viable email newsletter die. Here are some tips to gain visibility for your newsletter.
1: Showcase it on your website
Your email newsletter sign-up form should appear in multiple places on your website. It should be not only accessible but in a place that a user would not have to do much work to find.
A great example of this is implementing a pop-up lead generation form when users first visit your website. That way, the offer is right at their fingertips. To make this enticing, and not just an annoying ad, make sure to implement a catchy headline and graphics that exemplify what kinds of content you’ll be sharing. You could also offer free resources as an incentive to sign up, which we’ll touch on more later.
This sign-up form should not just be on a pop-up, though. Implement it somewhere on your home page so it is easy to find. You can implement a header box that asks them to sign up, or even a box at the bottom of your home page.
As people come to your website, this is a great and easy way to direct them to your newsletter and begin tracking their customer journey. People won’t know you have a newsletter unless you tell them.
2: Showcase it on social media
This is an extension of the above. If you’re posting about it on your website, why shouldn’t you share it to your social media channels? Social media is meant to be social, which is exactly why this is a perfect place to share your newsletter. If you already have a following, letting them know about your newsletter is a great way to get more people aware of it. Or if you don’t have a following, this is a great way to help build an audience.
All you have to do at first is simply post that you have a newsletter, and attach a link to the sign-up form. Make sure you have a visually appealing graphic, or catchy text. People will take notice to it and want to sign-up.
You can also repurpose the content from your newsletter into a social media post. Shorten the stories you post about, or share an interesting fact from your research, paired with the picture you used in your newsletter. But don’t share the full story. Tell them that they can get the full story as they sign up. This way, you let them know what kinds of content they can expect, and that they’ll get more with a sign-up.
3: Create free resources to give them as they sign up
Who doesn’t love free resources? With Canva, it is easier than ever to create free graphic designs and templates to use and distribute to others. Yes, you can sell them, but this is also a great opportunity to get people to sign up for your newsletter. Add this to your website, and on your social media platforms.
Make sure these resources are valuable, though, or else people won’t sign up. This should help ease people’s lives in some way, and as a result, you also get a newsletter sign-up. If your resources are low-quality, people will not want to stay subscribed to your newsletter.
4: Outreach
If it’s been a while since you’ve told people about your newsletter, send out an email to your colleagues and clients, past and current, informing them about your newsletter. Send a link to sign-up, of course, as well as a list of what kinds of content you share within it. Maybe give a sneak peek from an issue that came out a couple of months ago.
You already have a network of people, so remind them that this exists, and remind them of what great tips and news you provide through it.
Having an email newsletter is great, but it won’t accomplish all that it can until people know about it. Once you have your audience hooked, all you need to do is provide quality content to keep them there.
Enthuse Creative Can Help
Enthuse Creative can help your business develop the right messaging for your brand or marketing communications content. Reach out to us today for a free consultation.