Bad news travels like a rocket. Good news can limp into the spotlight unless it’s a super human interest story. For those in business, the role of a successful newsletter is pivotal on your company’s brand reputation. Using this newsletter tool is one of the essential ways that brands build loyalty. When a reader knows they will get great content or tips for their success or growth, these newsletters automatically get an open in the inbox. Here’s a magnificent take on 3 things your newsletter must include:
Delivery Purpose. When a newsletter comes to the inbox, the reader must understand is what to expect. Will they learn a tip for their career, life, or business? Will they learn a tip on how to attract a customer or recover from a personal situation? Will you consistently deliver the message via a single king of post (e.g. written article or post) or multi-media like consumer video or professional content such as television show? You’ll want to think through what makes sense and/is more consistent with your brand because that will influence how your resources, staff, or friends feed information for consideration.
Establish a Rhythm to Your Messages. Small changes in the timeline delivery of your good news can make a difference. One of the pivotal parts of our client strategy plans is understanding the interaction priority of their customers and/or followers. We identify the difference in sharing a personnel announcement versus new product news. Understanding this behavior and how it applies to the types of information you can share makes a difference for the level of reach and relationship you have with followers of your social media and/or newsletter.
Newsletters Still in Vogue. When a Communications Director has done their due diligence, it’s easier for leadership and/or decision makers to understand the kind of information that is most relevant for this tool as part of their business goal-setting strategies. Whether the newsletter goes business-to-business or business-to-consumer, those following your newsletter have a different relationship with your brand. It’s the Communications Director’s role and/or the role of your consultant to understand this difference and map it into a tool that your organization can understand and/or act upon with information or projects that may be worthy of including in a newsletter. This newsletter user relationship can be more loyal, personal, or intimate but it influences the word of mouth, actions and/or recommendations these followers are willing to take.
A communications plan is strategic and takes all of these components into consideration for successful newsletter design and content delivery.