Never content for content’s sake. Writers Who craft compelling commentary, insights and stories that make people want to keep reading.
A email marketing or newsletter strategy is an incredibly effective way to keep in touch with your customers and clients. Through an email newsletter, you have direct access to former and prospective clients inboxes and can offer up to date company developments. With the right content, a newsletter will position you as an authority figure in your industry.
Email marketing has repeatedly shown to have one of the highest ROI. An engaged email marketing database is also a fantastic asset to build within your business. But coming up with email content and creating emails that are worth opening, clicking through and sharing (as opposed to ignoring, binning and unsubscribing) is a bit of a science.
Writers Who have produced many newsletters for our clients in various industries. We provided investment insights and compelling commentary on global stocks for the boutique investment firm, Insync Fund Managers, targeting high net worth offices. We craft longform market analysis for the agents and leaders at Ray White Lower North Shore, and provided weekly property market commentary for homeowners and prospective buyers in Brisbane's prestige markets for Queensland's leading agent, Matt Lancashire. We speak to investors and brokers via email for Sydney Wyde Mortgage Managers. We crafted nurture campaigns for Clarendon Homes. We delivered a change management communications strategy via email for real estate brand Harcourts across Australia, New Zealand and South Africa. We also interviewed national finalists for Agricultural Shows Australia for use on their website, social media, publicity and email newsletters to increase exposure.
If you have those ingredients right, you’re already on the path to success. But what should you send, and when?
And the million dollar question is: what should those emails contain? Well, the answer is probably right under your nose. The advice you’ve already given clients verbally; the ideas you’ve shared with colleagues, the response you have in conversation to macro or regulatory events. Literally, the things that have already come out of your mouth; the videos you’ve shot, the training sessions you have run, the blogs you’ve posted, the listicles full of advice, client reviews, case studies, the white papers you’ve published, the press coverage you’ve achieved. There are multiple emails in every single piece of content you’ve ever generated - you just haven’t stretched the content to its limits.
With our clients, we curate as much as we create for emails. After building a content matrix of four key messages or themes that align with the business strategy, we leverage new and existing ideas to create blogs and newsletters that are worthy of our reader’s attention and serve as catalysts for dinner table discussions. That’s our barometer for great. Are people sharing it, are clients mentioning it?
The idea behind this subject line is you have a solution for your prospect’s challenge or problem.
The idea behind this subject line is it focuses more on the negative things that your prospect or subscribers have to avoid in order to get the results and the outcome that they desire.
We live in a world of instant gratification. If we want something, we want something now.
Case studies wrapped up in advice based on experience. It’s hyper personalised and is a real winner.
These subject lines generate a lot of curiosity. When your readers read a cliffhanger subject line like that, what is going through their minds are, "What's wrong with my subject? Is there something wrong with my subject? Do you know something that I don't know? Do you have advice for me on the subject?" It’s very powerful.
When you’re finished writing the newsletter, it’s important to review your copy to ensure there are no spelling mistakes. Take one more look, and ensure that all of the information is correct. Better yet, assign an editor or two to review the final version before it’s published.
If you think blogs are for backpackers on a Contiki tour - your definition is outdated. Blogging is an essential part of every business's content strategy.
It’s important for delineating your core messages, demonstrating your point of difference, expressing your subject matter expertise, strengthening your SEO and validating your reputation through case studies. Corporate blogs are a pretty standard asset in any company’s digital strategy but I can understand that having responsibility for keeping a blog high quality, fresh, fascinating, and full is a daunting task.
So here are some tips for getting it right.
1. Start with the headline - it is absolutely essential for being read at all. It doesn't matter how amazing a blog post you write, if you don't write a good headline, no one's going to read the rest of your post.
Think: a great guide to (topic), ten ways to (process), the biggest mistake people make when...
2. Write a fabulously obscure and intriguing intro par. It’s a bold statement that hooks in the viewer and implores them to read more.
3. The body of the blog needs a few key “organs” to function well. It needs