Newsletter marketing helps companies keep existing customers and email subscribers up to date on the latest happenings within their organizations or their industries as a whole. Moreover, companies use it as this opt-in marketing method that to helps nurture leads through the conversion process.

The newsletters are typically delivered as part of an email marketing campaign, focused on informing users and driving them back to a business’ website. When prospects are finally ready to become customers, it will be your email newsletters that will make your brand that come to mind first.

Content for newsletter marketing

Newsletter marketing content can be repurposed blog articles to help businesses get the most mileage out of their content efforts. At the same time, the content included in newsletters for different subscribers should be varied depending upon the recipient.

Existing customers will want to learn about new products, services or happenings within the company. Existing clients will also be interested in learning the latest industry updates, which should be a part of your email newsletters. Prospects may prefer to see pieces of information demonstrating the unique value offered by a company or trends that demonstrate the need for them to convert.

Businesses in the B2C sector should focus on generating direct conversions in the form of purchases. Content targeted to specific demographics and target audiences is often used to help businesses generate the most interest for their merchandise.

B2B businesses can use newsletter marketing for lead generation, conversions and upsell opportunities. Focusing on value added and industry developments will help compel potential customers to convert, whether that means requesting more information or actually purchasing a product.

Newsletter calls to action

Businesses can integrate  newsletter marketing with other channels to encourage click-throughs and engagement, and it’s wise to include clear, actionable links alongside and within newsletter content. The average newsletter click-through rate is between 5 and 10 percent, according to Constant Contact.

Moreover, encouraging recipients to open newsletters with brief, direct subject lines will improve open rates. Constant Contact reported that 20 percent is an ideal figure for an open rate.

Converting those that open the message is up to compelling content and CTAs. In addition to website conversions, marketers often see positive results asking recipients to engage their brands on other channels. Pairing email campaigns with social media marketing is a good idea as Email vision recently reported that companies that integrate the two channels experience more success on each front.

Email address and name

Oft-overlooked, the email address from which you send newsletters should be carefully considered. Both the name and address will be visible in a reader’s email preview, making them major factors that determine whether or not you get an open. Both the name and email address should be representative of your brand and the message you are trying to convey.

Sign-up forms

Creating pop-up sign-up forms on your blog can increase your newsletter subscription rate anywhere from 300-500%. Whether or not you are a fan of popups, the numbers don’t lie. So take advantage of this opportunity to turn readers into subscribers.