The shifting ground in digital marketing calls for adept content crafting that reaches your users in a meaningful, useful, and authoritative way. Perhaps one of the most trusted sources for information is from your C-suite and subject matter experts (SMEs). Executive newsletters produces both accessibility and authority in the subject matter at hand. By using a business content writing service like Bizwrite for email newsletters, you can capitalize on the existing connections your C-suiters already have while delivering relevant and engaging content throughout their networks.
The data doesn’t lie, engagement at this level leads to big results. Here, we’ll show you what the ideal email newsletter looks like and how you can get your own monthly newsletter series rolling in no time.
What is an Email Newsletter Today?
Not very long ago, digital marketers really got into design mode with the likes of Indesign templates and throwback models to old school newspaper-esque email newsletters. We all still get these in our inbox and the trouble with outdated templates is that they look and act their age.
Your users react in the same way you do when you get a template newsletter—open email, scan, get annoyed, exit. It’s not the ideal path you want your users taking and a huge wasted opportunity. Today’s audience, especially at the decision-making level, requires content to be quick, concise, useful, and, above all, authoritative.
Email newsletters can be written in the same SEO-friendly formatting that readers today are used to. We’ll touch on formatting more below but the name of the game is an easily-digestible piece that takes only a few minutes to get through, gently leads towards action, and leaves the reader feeling as like they been given some form of value in actually reading through what you’ve spent.
Authoritative Content Takes Research
At the higher levels of consumption like an executive newsletter series, you are sending correspondence from your c-suiters to other c-suiters/decision makers. These parties all know their stuff, are exceedingly busy, and need a quick and relevant piece of content. This all takes researching your clients’ space and putting yourself in the shoes of the reader.
If you have a group of Chief Marketing Officers (CMOs) that are all getting this newsletter, you need to know what size industry they are in, what is useful to them 60, 90, and 120 days from now, and be ahead of big changes. Newsletters need to be anticipatory in nature with stories, facts, and figures that are going to be relevant well down the road.
A great source for authoritative content for newsletters is going to be industry publications. In general look to respected and established sources like:
Sources like these are going to provide a great opportunity for authoritative sourcing e.g. “according to a recent article in Forbes, digital marketing is poised to change dramatically going forward”. This shows that you’ve done your homework and know the industry drivers enough to make meaningful connections.
Formatting An Email Newsletter
As we’ve covered, newsletters need to be quick and to the point. Today’s readers don’t necessarily give as much credit for fancy graphics and templates and conversely these can even distract or detract from the messaging.
Instead, opt for an easily digestible format like you use for blogs or other online content that’s set-up for SEO. You want quick sections, bullet points, headlines, and keyword integration all rolled into a well-written, shorter piece.
The best part is, you can write a quick series of headlines with bullet points and have the bulk of the newsletter done. Just add an intro paragraph and a CTA at the end and you’ve got a really effective newsletter in a quick-read format.
Looking to Start Your Own Email Newsletters?
Our team currently writes email newsletters like these for a variety of organizations. When you need a content writing agency that’s centered around business strategy and communications, our team stands ready to help you get there. Contact us today to get your content writing project started.
