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What is newsletter marketing, and why it’s important for E-commerce?

Definition: Newsletter marketing is the practice by which companies send informational and product-focused content via an emailed letter to a subscriber list that comprises potential and existing customers. Online businesses utilise newsletters to keep their brand top-of-mind for consumers, establishing authority in the space and notifying readers of products that may interest them.

Gauging the success of newsletters

Like all marketing initiatives, newsletters need to have a quantifiable impact on the business.

The first step is setting measurable goals, which often include:

Increase recipients, measured in subscribers Read the newsletter, measured by open rate Fulfil the desired action (typically a visit to the website), measured by click-through rate Make a purchase, measured in attributed revenue These base goals are catered to various sales campaigns or business initiatives the newsletter could reinforce. For example, an online clothing retailer heading into the fall season may want to promote their collection of jackets and other winter clothing. The newsletter could then contain content about winter fashion trends, with tracking links to cold-weather products.

How is SEO writing different from traditional copywriting?

  • The main difference is: SEO writing contains key-phrases. For instance [blue cashmere sweaters] is a key-phrase. Typing key-phrases into Google is what we do every day, right? We type words into Google’s search box to get answers to our questions. But the thing is, SEO copywriting is much more than just inserting key-phrases into content: Google also wants to see authoritative content that fully answers your readers’ questions and stands out from competing content. Some people believe you can shove a bunch of key-phrases into the content and still get a high ranking (commonly known as “key-phrase stuffing.”) Not anymore. SEO copywriting serves two masters. Google has gotten smarter, and things have changed. Now your content needs to be high-quality content for Google to position it in the top spots. So in actuality, your content satisfies two masters. On the one hand, your readers need to love it. Your content needs to be relevant and a resource your readers enjoy — something that educates, entertains or enlightens them. On the other hand, Google needs to see the content written in a certain way to understand what the page is about. Understanding how to make this happen helps your content “compete” with other pages for rankings. This is where SEO copywriting best practices come into play. So if you’re concerned that:
    • Your pages aren’t showing in Google Your pages aren’t converting
    • Your content is outdated and you never really liked it, anyway
    • Your content was never optimised, and now you think it is 
time to do so

    The good news is that SEO copywriting could represent a huge opportunity for you!

Effective newsletters are informational, not sales-driven

Web users regularly bombarded with offers, sales, and promotions. To get customers to open and read an email, the content needs to be genuinely interesting – beyond an attempt to sell them merchandise or services. Users are much more likely to open an email targeted to educating or entertaining them, and this is accomplished in the subject line. But with that expectation comes the necessity to actually follow through on the subject’s promise. Newsletters give online businesses an opportunity to demonstrate authority and expertise on the subject of their products. Tell subscribers why certain materials are better, some styles are popular, or a story about your brand. These give readers a reason to trust you and also tell a story that brings more personality to your brand. Customers with a strong attachment to a particular company spend 23% more than average consumers, and the newsletter is a prime candidate to distinguish a brand from the competition. One proposed methodology for newsletters is 90/10: 90% information, 10% sales material. With the right balance, less is more and the educational material will lead to more sales than product copy.