How Newsletter Management Works
Your Brafton team, composed of a content marketing strategist, project manager and content writer, will work together to manage every aspect of your email newsletter campaigns.
Through Brafton’s expertise in full-service email marketing, including campaign management and newsletter writing services, you can rest assured your email newsletters are tailored to reach targeted recipients and drive return on investment. By partnering with us, you’ll be able to benefit from:
- A dedicated team with deep cross-disciplinary experience.
- An end-to-end newsletter marketing strategy, including development, execution and long-term performance reports.
- Confidence that your newsletter not only follows best practices, but is created with your audience in mind.
From content creation and inclusion of custom imagery and videos to email marketing automation and performance measurement, Brafton’s content marketing experts will organize, oversee and execute on your strategy. With the Brafton team at the helm of your email marketing strategy, you’ll have more time to focus on what matters most: your customers.
Develop a List of Newsletter Subscribers
Compiling a subscribers list and other targeted recipients for your marketing automation platform or email newsletter tool is the first course of action. Through the implementation of customized website pop-ups, eye-catching calls to action and newsletter subscription form fills strategically placed throughout your site, you can quickly develop a registry of interested, qualified leads who wish to learn more about your products and services. By providing website visitors with valuable, relevant content – such as an eBook or white paper – in return for their subscription, you can encourage higher numbers of newsletter sign-ups.
Once you have a list of recipients, it’s essential to segment it to ensure your content is crafted to maximize desired outcomes. Your Brafton newsletter management team helps you optimize your newsletter apps and parse through subscribers based on criteria including age, gender, job title and more. Newsletters can then be tailored to each specific segment, ensuring your content marketing is pertinent and useful for recipients, supporting continued interest and trust in your brand.
Email marketing campaigns deliver significant ROI, allowing you to reach huge numbers of people quickly and easily. Newsletters are an ideal way to nurture leads and guide them down the sales funnel in a strategic manner. Whereas most email recipients are leery of overtly promotional and unrequested content, newsletter subscribers will welcome high-quality content that both interests and benefits them, be it news-based stories on industry trends, evergreen educational articles or thought leadership pieces highlighting your brand’s innovative approach to common client pain points.
Newsletter Content Best Practices
Brafton’s industry-focused writers will incorporate email content marketing best practices into the creation of original newsletters geared toward your target audience. Move forward with confidence knowing that your campaign aligns with industry standards such as:
- Optimizing everything from design to subject lines for mobile devices.
- Extensive A/B testing to determine what does and doesn’t click with your target audience.
- Customer-centric email frequency and timing to remain at the top of readers’ minds without overwhelming your customers.
Our content is also based on your brand’s specific subscriber personas to leverage the benefits of personalization and encourage higher open and click-through rates. Everything from tone and style to structure can be tailored based on your unique requirements.
Subject Lines That Cultivate Engagement
Starting with subject lines that utilize language proven to inspire interest and urgency among recipients, along with personalized details, such as names and job titles, your content writer will ensure your email newsletters are laser-focused on cultivating interest and engagement.
Custom-Curated Newsletter Content
Most of the content that your newsletter features can be created from scratch or curated based on your existing blog posts and other assets from your content marketing campaigns.
Your content marketing strategist and project manager can measure the performance of existing collateral to determine which pieces of content resonate most with your target audience based on analytics and key performance metrics including:
- Bounce rates: How many of your site visitors are leaving before engaging with your page? What can we do to improve that?
- Website traffic: What is the average number of visitors your site receives in a month? Where are these leads coming from?
- Time on site: How long does the average visitor stay on your website? Where is that time spent?
Using this information, email newsletters can be created using repurposed content, both expanding the value of your current assets to subscribers and spreading awareness to new audiences. Your content writer will craft headlines and short blurbs to provide email recipients with tantalizing snapshots of the content to be found on your site, driving further traffic back to your website.
Deliver Your Newsletter Email Campaign
Brafton content marketing strategists are well-versed in the breadth of email service providers and are comfortable supporting at any capacity required. Using a marketing automation program or other newsletter software to segment recipient lists, create drip campaigns and schedule email send dates, your marketing strategist will provide guidance regarding best practices to maximize results. Based on hard data, we will provide tips on the best day of the week and time of day to send your daily, weekly or monthly newsletter.
Permission-based marketing ensures your newsletters are received by the people who have voluntarily opted to engage with your brand. This will help optimize your open and click-through rates, as will your team’s focus on website personas and historical performance. Newsletters will keep you top-of-mind with your prospects so that when they are ready to become clients, they think of you first.
Your Brafton content marketing strategist will walk you through the results of your newsletter management strategy, including everything from open rates, click-through rates and conversions, as well as how email engagement is translating to revenue growth.
High-quality subject lines are your foot in the door. Nothing within the body of your email matters unless someone is enticed enough to actually open the email. Unique HTML open-rates are absolutely critical in evaluating the quality of your subject lines.
Unique click-through rates will determine how well your message was received once a person opened your email. If the subject line is getting the first foot in the door, an email link click is the next step. We evaluate the quality of email content by the rate at which we entice visitors to click on your calls to action.
Based on the results of your email newsletter campaign, your team will adjust your strategy as necessary to improve ROI and ensure newsletters are serving specific commercial objectives.
Email Newsletter Types
Engaging your email subscribers with content that’s relevant to them is a calculated process. You’ll have more than one email list. Each email list might require a different type of email content because the subscribers on that list are at varying phases of the funnel.
Brafton ensures your mailing list appropriately aligns with the specific type of email newsletter you wish to promote. The type of email newsletter may also inform the type of newsletter software required, the necessity of bulk emails, the segmentation of your mailing list and the frequency of sends. Not all platforms are best suited for unlimited emails, after all.
Increase newsletter subscriptions with the following formats:
Amplify upcoming sales, product releases and new service offering information for existing and prospective customers.
Compile the latest industry news, trends and insights from around the web and deliver to your audience.
Provide valuable mid-funnel content to subscribers who aren’t yet ready to become customers. Stay in contact, stay top of mind.
Internal Company Newsletters
Keep staff and vendors within your organization apprised of company happenings with a simple newsletter recapping news, events, updates, initiatives and more.
For companies experiencing seasonal fluctuations in business, a seasonal newsletter with time-specific information can prove lucrative.
Webinars, sponsored speaking engagements and conferences are key brand awareness and lead generation activities. Connect your email subscribers to these events to increase attendance.
Newsletter Examples From Brafton
See what makes a newsletter great — directly from our clients!
Email Marketing Software to Power Your Newsletters
Email marketing is primed for automation opportunities. To auto-schedule deliverables, compile performance metrics, receive recommendations, design modular email templates and manage the day-to-day process of email marketing, you must be adept at the latest software, platforms and providers. Additionally, regular upgrades and enhancements to the specific features, tools and applications within the system of your choice require evolving skill sets and expertise.
Brafton’s expert email marketers have deep experience using virtually every system on the market, including the most common platforms like:
- Campaign Monitor.
- Much more.
Because of our consistent use of these types of platforms and their latest features, Brafton can be allocated an account to your existing email marketing software or we can implement a new system entirely. The tool you ultimately select should seamlessly integrate with your CRM and, in many cases, contain a robust set of additional features that centralize other marketing activities, like calendar management, analytics, live chat, landing page creation, form fills and more.
At the bare minimum, an email builder with a free newsletter template hub from which to select designs can be a promising beginning to your future-state marketing campaign. With Brafton, newsletter software managed by an expert email creator is a direct path to ROI.
Create Your Own Newsletter Marketing Campaign
Even the most experienced marketer can feel overwhelmed when it comes time to develop, execute and measure a newsletter campaign. At Brafton, our goal is to make the process easier than ever.
From the earliest stages of campaign development to our end-to-end newsletter writing services, we’ll empower your brand to connect with your audience and achieve your long-term business goals.
We’ll advise on the cadence of newsletter sends (per month or quarter typically), new campaign tactics to experiment with and adjacent digital marketing efforts to support your newsletter goals. Together we’ll create new contacts, deliver high-value content and drive serious ROI.