Newsletters are a powerful part of your marketing kit. Indeed, the idea that newsletters are ineffective or too old-fashioned to perform is inaccurate. A newsletter is, by definition, a collection of thoughts and news that you share with your audience. It is a continuation of the ancient art of storytelling around a campfire as our ancestors used to do. Nowadays, the campfire has been replaced by a mailbox, and the storyteller is called a content manager. Yet, the story still exists and lives because people crave a good story. As such, adjusting your newsletter to meet your audience’s expectations can make a huge difference in opening and click-through rates.
The storyteller makes the story good
Who tells the story? Every storyteller knows how to make any fact into an exciting and life-changing story. The storyteller delivers the confidence and charisma that bring the story to life. Therefore, it’s understandable why most successful newsletters share a foreword by the business leader. The business leader is the person whose confidence, creativity, and passion stand behind the company. Curating informative content doesn’t boost your open rates. People open because your leader makes a difference. The leader is the voice of the story.
Your audience dictates how to tell the story
Have you already tried to tell a goodnight story to a child? Children are very particular about what they like and want. Most will tell you precisely what kind of story they want to hear. Your customers are the same. They are tastes and interests, which is why you shouldn’t approach your newsletter without a reliable marketing software solution. Tracking customers on your website and through calls let you know valuable details that you can repurpose for your newsletter content. Remember to track your emailing to monitor engagement rates and boost your customers’ reactions.
It gives you more room to tell the story
Tweets can contain up to 280 characters. Despite having doubled its character limit, Twitter continues to make storytelling difficult. When you consider the addition of #hashtags, potential @mentions, and Gifs or images, 280 characters are not long enough to establish a sincere connection with your readers. On the other end of the spectrum, Facebook and Instagram offer users more text room. Yet, long posts receive less engagement because there’s too much to read on a fast-paced platform such as social media. When you have a story to tell, you need a peaceful space where you can take the reader on a journey. A newsletter offers the perfect environment to bond and connect with your story.
Every good story brings an actionable lesson
Stories are lessons to cherish. They remind us to avoid traps, improve our skills, or even be more like the person in the story. Every child who reads Harry Potter is tempted to become brave, open-minded, and gentle as Harry, or feels empowered to gather knowledge like Hermione.
Your newsletter has a similar power. It is an incentive to act, either by buying a product or by joining a community for self-improvement. Every good story has a lesson, and every newsletter needs a call-to-action.
Without newsletters, businesses lose the ability to tell a story that their customers can consult freely. Vlogging offers a storytelling alternative. Yet, not everyone can watch a video undisturbed. On the other hand, reading a newsletter lets them connect at their own pace with your business story. Newsletters are here to stay for as long as we’ll love stories.