Have you ever seen the content produced by a new-age media channel versus one being produced by a decades old media company? You may find the difference in stories and casting and the very mode of delivering the content; but one profound difference comes in the production quality. The experienced media companies are just so good at presenting even mediocre products!
Now, this does not mean you aim for building a mediocre product. The focus here is to create a newsletter experience which is equivalent to some of the best in the business – HubSpot, Huffington Post or even The New Yorker. You have to remember, that these companies are either in the media business or in the tech business; but, by any means, they are very good at managing their email marketing newsletters.
How do they do it? And how can you do it with the limited resources of your business? Here is a quick guide on how to manage your newsletters like a professional media company:
1. Standardize the experience – on a high level.
Have you ever seen the development of a newsletter over a period of time and felt – how have they maintained the quality of these letters so well and yet ensuring it feels fresh? Well, it is a meticulous process.
The first thing to do is getting the right type of templates. Now, you may choose to acquire them or you may get a design agency to create those for you. By any ways, you should have your own set of templates. No one is asking you to use these templates for eternity; they can and should be tweaked from time to time. That said, the fundamental feel of your newsletters should remain the same.
2. Give custom experiences while maintaining the same quality standards.
Once you have determined what are the key differentiating characteristics of your newsletters, start working on a custom newsletter design. Sound counter intuitive? It isn’t.
The point is to create a uniform feel but have a sense of evolution with the design and content of your newsletters. Understand this – use your consumer journey as a benchmark to see which type of newsletter templates should be used for which set of consumers.
For instance, a new website visitor will have to be educated about the problem they have and the kind of solutions you offer. For a repeat buyer, you will have to keep ensuring that they are engaged with your brand. For this you may offer added value services or special offers or bundled services by partnering with other solution providers.
3. Get professional assistance.
One sure-shot way of getting the best end-results is getting the best people on board to work on the project. Successful media giants understand this. This is the exact reason why Apple hired Chiat Day TBWA to do their advertising and continued with them for years. A giant like Apple surely has enough resources to have an in-house advertising team. Why then, hire an external agency? Because Apple’s job is to create products, not ads.
The same principle holds true for your programmers. You hired them to help you build products, not convert PSD files to HTML codes. So, get a partner who has email design and coding services that fit into your budget and more importantly your business goals. This way, your email newsletters get the professional assistance they need and you get to focus on what you do the best.
4. Don’t use static materials.
Just open your inbox and have a look at the number of emails you are receiving on a daily basis. An average consumer would be receiving at-least two to three times the number of those emails every day from a bunch of companies. Additionally, there are online ads to drain their attention. So, use a responsive HTML email template to keep your newsletter feel fresh.
You don’t have to be a multi million dollar giant to have great newsletters. Hit the right balance between standardized and customized templates, get professionals on board and be dynamic. Do all of these and your newsletters will become your media assets.