Four proven newsletter approaches

Newsletters are key aspect of any content strategy. They provide a way to organically engage with users and customers through content of value, whilst delivering a deeper understanding of customer engagement and interests. This data can then be used to retarget users with follow up communications with merchandising or product content to drive business goals. By enabling sign up on a brand’s website they can also be used to develop a ‘soft lead’ pool of known users who can then be converted into customers at a later date. Successful brands always ensure that their newsletter connects to their Content Positioning and has a cadence that is often communicated at point of sign up, so the users know what to expect. To differentiate the email from other brand communications in the inbox they are often given a name such as Robinhood’s Snacks email.

First Person Narrative

A first person narrative email from apparel brand The Imperfects

One simple way to engage an audience is to tell your story, in the first person. The benefits of this approach are that you can draw on life experiences and your perspectives, giving you a wide array of concepts to pull from. The reality is this will directly tie your story to that of your brand and for many brands this doesn’t work and can also hamper the ability for the brand to scale over time.

Best for: owner operated businesses, or those where founder is key to the brand story

Editorial Narrative

Coffee brand Counter Culture uses Editorial narrative within its email alongside links

An easy way to develop a newsletter without the need for substantial amounts of content creation is through an Editorial Narrative. Think of this as essentially creating an editorial article within the email itself, it’s that easy. It could be tips, tricks or even an in-depth essay on. a topic.

Best for: brands without substantial resources and limited websites without a content hub

Written Curation

Robinhood Snacks uses daily link curation and commentary on the markets

Another simple approach is for your brand to be the curator of curiosities for your audience. Create a template that enables you to curate links to things that will be of interest to your subscribers. With this style of email newsletter timing is everything, old links aren’t going to cut it so you’ll want to be looking for content that is fresh.

Best for: brands that want to be seen as being up to speed with culture

Article Collection

Furniture brand Vitsoe leverages article collection for its newsletter

If you’ve got the resources and have multiple articles available regularly to link to then an article collection is a good strategy. These can be curated around a theme or just the content you have at the ready. The articles themselves should be hosted within your Content Hub.

Best for: brands with ongoing content being produced

THE TAKEAWAY

• Develop a newsletter style which works for your current capabilities.

• Name your newsletter and if possible determine a regular cadence that is communicated in sign up messaging.

GO DEEPER

• Join our 6 week NOAN Content Implementation course, each lesson straight to your inbox.