Branding and Newsletters: What do people really want to see?

What do people want to see in brand newsletters

With social media marketing becoming commonplace, some people may think that email newsletters are a thing of the past. Some think that newsletters are generally ‘boring’, and simply for promotional purposes. Well, true, they are for promotional purposes, and carefully designed and crafted newsletters will help your brand reach your desired customers, especially those who want to be in the know.

Newsletters and Electronic Direct Mailers (EDM) remain just as relevant today, and continue to be important components of marketing and branding. An electronic newsletter is basically an email part of a marketing campaign. It should carry important news and updates, generally for brand awareness and to keep readers in-the-know. More importantly, it is a cost-effective medium to boost your business.

So, what is it that people really want to see in your newsletters? How should you succinctly share key information, and successfully connect with your target audience? What content will engage your readers, so that they won’t hit the ‘unsubscribe’ button? Here are some tips.

For brevity’s sake

There is no fixed formula on what should go into an e-newsletter. A message from the editorial team or the CEO, what’s new in the company, or highlights of upcoming products or services. These are all sections that are commonly seen. 

More importantly, avoid information overload, and keep things short and clear. We’re constantly inundated with information, and most people will likely not want to read lengthy articles about a single product. In the age of Instagram and Twitter, less characters (or words) wins. Therefore, instead of cramming everything into a long piece of writing, focus on the key points and keep to short paragraphs. Remember to provide links to detailed information on your e-commerce pages, so that those genuinely interested can read more.

Good storytelling sells

Hard selling doesn’t quite sell it these days. Good e-newsletters utilise classic story-telling techniques to engage readers. Leave the cold, technical details (if any) out. Choose a theme and plan around it. Adapt to conversational tone in your writing to draw readers in. Think of developing an e-newsletter and writing a letter, and tell your story. 

Focus on getting the reader on your side, but don’t simply rant about your difficulties or boast about your successes. Let them know how you, your brand, and your products and services can help them overcome their problems and achieve their success. 

Important calls-to-action

E-newsletters are information pieces, yes, but more importantly, their key purpose is to sell your products and services. Drop hints generously, and have quick calls-to-action sprinkled all over. “Grab yours now”, “learn more here”, “follow and like us on social media”, and attach the links so that people can get to it immediately. E-newsletters is a linkway to fast action, something many other marketing channels do not necessarily provide. Make sure you’re asking your readers to take action for your brand.

The right design

Good design is essential to any successful marketing campaign, and newsletters are no exception. There are many online automated email and e-newsletter services out there that offer easy-to-use design templates, but getting one customised for your brand will help it stand out. An attractive newsletter will help to encourage readership, and earn support for your brand.

Images, imagination and impression

While good storytelling is half the battle won, having exciting photos and interesting illustrations will assist in creating lasting impressions. Because humans are visual animals, a good photo or illustration will pique their attention, and lead them to read the content. A general rule for text-to-images ratio is 60% of text to 40% of image coverage. Go with a particular style of images or illustrations, and keep to it throughout your series of e-newsletters and other marketing efforts, for the purpose of brand recognition and continuity.

In need of some help to craft and create your brand’s e-newsletters and EDMs? At I Concept, we plan and design all digital marketing efforts together with our clients, guiding you step by step to realise your brand vision. And that includes developing electronic mailers and e-newsletters that work. Speak with us to learn more about our branding services.

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