You may be new to copywriting. If that is the case, you are realizing just how many nooks and crannies you have to explore to stand out in this competitive industry.
But today, we are going to talk about something you are familiar with, at least on a personal scale.
Have you ever gone retail shopping in-person or online? Once you start checking out, or as soon as you hop onto a website, you get a prompt. Either the sales associate or website asks for your email.
Once you give it, you go about your life. But some time later, your inbox receives a newsletter from that retail store. It could be on any number of topics, which we will get into later.
Bottom line? You remember your experience with that brand. And if the copy is solid and interesting, you want more.
That is the power of newsletter copywriting.
What is Newsletter Marketing?
Newsletter copywriting is powerful, indeed. If you are a new copywriter, you might doubt your own power with crafting email newsletters. Don’t.
You can do it with practice, as with all facets of copywriting.
But first, you need to understand all the technicalities.
That brings us to the first one: what is newsletter marketing?
Here is the gist: it is when businesses create content and send that product-centric information via email. They send this email newsletter to their carefully-honed subscriber list.
That list could include prospects or their current customer base.
Either way, though, a business’s sole intent is to establish their brand at the forefront of their market. They want to increase visibility for their brand, products and services. This marketing tactic lets them stand out so that they are the first name a consumer thinks of when they want to buy a particular product or service.
Another helpful term to remember it by is email marketing.
What is a Newsletter Copy?
You came here today to become a pro at newsletter copywriting. But you cannot do that without all the relevant information.
So let’s break down those two words: “newsletter” and “copy.”
A newsletter, according to Oxford Languages, is “a bulletin issued periodically to the members of a society, business or organization.”
What about copy?
In essence, copy is any written material that you or the company you work for publishes. You or your business can publish the content on social media, an internal blog or in a fast email. There are countless channels to use for publication.
In the scope of marketing, however, a copy is the content you write with the purpose of selling a particular product or service.
So newsletter copywriting is email copywriting. You want to market a certain brand or its specific product or service via the copy you send in an email newsletter.
How to Write an Effective Newsletter
This goes without saying, but it is so vital to marketing efforts that we are compelled to say it regardless:
That is the crux of marketing.
With newsletter copywriting, you put quality content at the front line of all that you do.
Whether you are a freelance writer or work as an internal employee for any type of organization, you know this. If you are new, you will soon discover it.
And we want you to succeed as a copywriter. That is why we compiled this list of seven tips on how to successfully carry out newsletter copywriting. It is a stand-out skill to have on your resume. If you are a business owner or marketer, you want to look for copywriters who know the ins and outs of newsletter copywriting. It will benefit everyone involved.
It’s All About Your Audience
It does not matter what kind of writing you are most familiar with. Once you strip down the importance of your craft, you will find time and again that it is all about your audience regardless.
Are you a creative writer? It’s all about your audience.
Do you exclusively work on copywriting? It’s all about your audience.
You need to recognize that first and foremost.
Your first step is to define your audience. Who are they? Know everything about them and do not leave out any information just because you think it might be too small or tedious.
Where do they live? How old are they? What gender are they? What language and tone of voice do they respond to the best? What are their hobbies? How about the topics they like the most?
Say that you are writing for a company that sells teen fashion and beauty products. You would not want to start newsletter copywriting with 65-year-old men in mind.
Next, once you know everything there is to know about your target audience, there is something else to keep in mind.
At the end of the day, you want to build lasting relationships with them. It is not a one-and-done sort of deal.
So do not talk at your audience. Rather, have an open conversation with them. In your newsletter, do not talk about yourself or use hard-to-comprehend jargon. At the same time, be relevant and trust in their intelligence.
Use customer-centric words like “you” instead of “I” or “we” or “they.”
Turn on Your Creativity
Here is one of the best tips to let you stand out as a mover and shaker in the world of newsletter copywriting.
Be creative! Do not bore people or recycle the same content as every other big name in the industry.
In fact, develop your own personal formula for success. Your success is an organizational success, and nobody wants to hire a writer who cannot bring about both.
You can create structured steps to your newsletter copywriting formula. Feel free to reuse your custom-made steps for all of your newsletters, but ensure that you tailor them to fit the bill for every new piece of copy.
Learn to Repurpose a Story
We just told you not to recycle other people’s content. First of all, it is boring. Second of all, you do not want to steal other’s creative ideas.
But that does not mean that you can’t repurpose your own content.
What do we mean by that?
Well, you have at least one thing worth talking about that happens to you on a daily basis. So why not flip the script and make that talking point something your audience can relate to?
Each time you have an experience worth sharing, add it to a document of running ideas. Think of this document as your bank with a wealth of knowledge and writing material.
You can use your short anecdotes as introductory content in your newsletter copywriting. Or consider sprinkling them throughout for a little bit of spice.
You will never run out of things to say if you capitalize on this. However, you do want to make sure that you keep it brief, to-the-point and still allow it to cycle back to your readers. Remember: your copy should not be all about you.
Test Your Email Deliverability
You might have an excellent piece of copy to send out to your subscriber list. But if they do not receive your copy, for example, your work was all for nothing.
Here are the four most important aspects that impact your email deliverability:
- Subscriber engagement
- Limiting negative metrics
Always test your deliverability before you send out a newsletter. There are tools you might want to use that tell you where you fall behind in your newsletter copywriting.
Create a Call-to-Action (CTA)
It is clear to you now that you need content that engages with your audience. But this does not, in any way, mean that you can omit your call-to-action (CTA). It is just the opposite.
Your CTA ensures that you are giving your audience the right amount of information, while still keeping them hungry for more. And isn’t that the name of the game? To engage and provide intrigue?
Vary the verbiage you use for your CTAs, and make sure that they are specific to what you are selling in each particular newsletter.
Build Your Own Best Practices
You hear a lot of people talking in your ear about “laws” for your subject line. Ignore them.
A bulk of newsletter copywriting is trial-and-error (albeit with a well-researched trial).
You should know your audience better than they know themselves. Once you do, you will figure out the best practices for your newsletter copywriting.
All those “best practices” blog posts you’ve read? They do not know you or your audience half as well as you do. Stand out. Be the top authority. Have confidence in your subject line and the rest of your copy.
Practice Makes Perfect
That brings us to our final tip on how to output the best newsletter copywriting in town.
Like with literally every other facet of life, you must practice being a pro.
So play pretends sometimes. Do your research and try out new ideas. You never know– it could be your best yet.
At Copywriter Today, we know what the best kind of copywriting looks like. Whether that is newsletter copywriting, blog content or social media posts, we understand what it takes.
And we want you to, also.
You can head over to our blog for countless tips and tricks on how to succeed.
If you are a business owner who needs to succeed but does not know where to begin with copywriting, look no further. We have a team of qualified experts who are here to serve you.
Contact us today to develop your brand’s voice in your copy. We are ready to push you into the realm of long-term business growth.