A strong financial newsletter can be an extremely valuable part of your digital marketing campaign, that can go a long way in persuading potential clients to work with you. Newsletters keep your business in the forefront of people’s minds and help to establish you as an industry leader, through the delivery of credible and value-adding content. Whether you’re new to sending financial newsletters, or have been sending them for a while but not getting the results you’re after, it’s a good idea to make sure each of your newsletters contains the right elements to engage your audience.
Here are our top 6 core components to create an effective financial newsletter.
1. Content
Your Audience Care About People often talk about the importance of ‘good’ content, but it’s difficult to understand what is meant by that vague phrase. A better way to look at the content you’re providing is if it’s something that resonates with your audience. Topics that you’re audience care about are more likely to keep them engaged with your brand. It doesn’t matter if it’s educational, industry updates or information on your business – as long as they can relate to it.
2. Audience Knowledge
Following on from the above, the best way to successfully tailor your content is to understand your audience. Take the time to segment your audience, that way you can send specific newsletters to individual groups that will best receive them. The more finely tuned your audience segments, the more effective your financial newsletter will be.
3. Strong Subject Line
Email subject lines are the most important part of any aspect of content marketing, especially financial newsletters. Think of your subject line as your first impression. You want it to entice your audience in, but make sure you’re still telling them what to expect when they open the newsletter. If you’re audience think you’re lying to them about your content, they will start to unsubscribe – the exact opposite of what you want your newsletter to achieve.
4 Eye Catching, Yet Easy to Read, Designs
Your newsletter should be representative of your brand, not just in content but also in design. Consistency is key. Each newsletter should contain the same elements (logo, contact info, etc.) in the same place, so your subscribers can easily navigate your content. While it can be tempting to create complicated designs, but the best email templates are those that are simple and easy to read.
5 Contact and Social Information
There’s no point going to all the effort in creating engaging content if you don’t then direct them to your services. Drive traffic to your site by letting your audience know where they can further interact with you over social media, read your blogs, and access your website.
6 Call To Action
Finally, make sure you end every email with a direct call to action. It could be the next step you’d like your subscribers to take or even an overarching message you want them to take away. Each newsletter you send should have a clear aim and purpose, and this should be clear in your CTA.
