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Email newsletters are making a comeback, and for good reason. The web once revolved around communities built for niche interests and a friendly exchange of thoughts and ideas. Like a local watering hole, only online.
These days, even with all the hyper-personalization, the web is pretty devoid of personality. Even local media are running out of steam in many areas.
It makes sense that online newsletters are returning to inboxes. This shows that consumers are yearning for the intentional, curated online experience they once knew, rather than today’s mass messaging driven largely by algorithms rather than interest.
Consumers have been patient. For years, they tolerated banner ads that followed them from site to site, and more recently, they endured a deluge of TikTok and Instagram ads. Not to mention the general email campaigns they received after filling out a form years ago.
Today, patience is running out. These same consumers want more than the thousands of similar posts and videos that fill their feeds every day. They are looking for something meaningful and relevant.
While algorithms optimize engagement, email newsletters deliver curated content from a trusted source. Newsletters provide a welcome break from algorithm-driven cat videos and content worthy of the recipient’s attention and time.
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How to correctly receive email newsletters
Email newsletters have long been a great way to balance sales-focused email campaigns and personalized brand building. They allow brands to create invested communities around their core values.
In terms of design, a newsletter is an example where less is definitely more. Subscribers are often willing to take the time to read blocks of text (within reason).
At my agency, we’ve found that a newsletter written by a prominent figure in the company adds credibility, especially when the tone and content are more personal. This reminds the subscriber that a human who shares and understands their views, values, and needs is working behind the scenes.
Even if the newsletter isn’t from a specific person, it should feel like it’s written for an individual reader. When you get it right, an entire segment feels seen personally and part of a like-minded collective.
Newsletters build community through the inbox
If personalization is a tropical island, segmentation is the yacht that gets you there. By accurately segmenting your subscribers, you can create personalized messages that resonate with each individual group.
Personalize email newsletter versions for audience segments
Once a newsletter has a general theme, you can create different versions to appeal to different audiences. Let’s say you operate a scuba diving school and your monthly newsletter focuses on must-do dives. You can include different highlights of locations for beginners and more experienced divers.
Beginners generally look for shallow, clear spots with lots of tropical fish, while a night shark dive is more suitable for advanced divers. By tailoring your content to each segment, you ensure that all audiences receive something relevant and interesting.
Adapt newsletter content to improve relevance for each group
Likewise, you can tailor tips or teaching blocks so that they resonate with each audience. Your newsletter could look like this:
Tips for beginner divers
- Remember to equalize every 10 meters.
- Test your weight belt for salt water and fresh water.
- Always use the “OK” sign instead of a thumbs up.
Tips for advanced divers
- Replace your O-ring every six months.
- Slow down your ascent.
- Practice controlling your breathing to maintain oxygen levels.
Advanced divers would scoff at the first set of tips, while beginners might feel overwhelmed by the second set if they’re still trying to memorize the basics. The idea is to reach each segment exactly where they are with your content, using your brand as an anchor.
Run newsletters with value, not promotions
Because they focus on building relationships and ultimately increasing customer value, newsletters can be just as important as sales campaigns. For new subscribers, newsletters offer the opportunity to learn more about the brand and what sets it apart. For existing customers, a newsletter helps them stay connected and keep the brand top of mind.
Ongoing income is important. The same goes for the building blocks of a long-term connection between brand and customer. A strong connection can make customers less likely to switch to a competitor or lose interest in your offering within months or years.
A newsletter is one of those building blocks. When designed well, a newsletter makes recipients feel like they’re part of something fun and exciting, which can be invaluable to your brand. When your brand runs a promotion, your audience will generally be much more receptive.
The future of email marketing is personalized
The resurgence of email newsletters indicates that the future of email marketing is localized and human. Newsletters help brands and consumers create the community people want.
In the age of algorithm fatigue, perhaps the most powerful thing a marketer can offer is simply an inbox experience that feels like it belongs to someone, not everyone.
The position The email newsletter is back and hitting the inbox appeared first on MarTech.
