- [Narrator] Email newsletters are a very specific type
of email that a business or organization sends.
Creating email newsletters is a great way
to engage and grow your audience,
increase brand awareness, and promote and sell
just about anything.
If you want to drive traffic back to your website
so that subscribers can consume new content,
make purchases, or sign up for things like online courses,
then email newsletters give you a direct path
to keep them engaged.
Plus, newsletters are just fun to create.
Let's take a look at some highly successful newsletters.
Apartment Therapy is a lifestyle and interior design company
that shares design lessons,
DIY How-To's, and expert advice
for creating a happy and beautiful home.
With their mission to help people make their living spaces
healthy, stylish, and organized,
their newsletters are the perfect way to curate and deliver
their most engaging content to subscribers,
and also drive traffic to their websites.
One of the ways
these newsletters is successful,
is they partner with complimentary brands for giveaways.
Entering to win is as easy as typing in your email address,
and it does more than just add a subscriber to the list.
It gives Apartment Therapy insight into what you want
so that they can customize the content
that they send to you.
If all of this looks like too much work,
please don't be scared.
Email newsletters can be sent
from even the tiniest of businesses.
Here's an example from a bike tour guide
I met on vacation while in Ireland.
When we signed up for the tour, I shared my email,
and since then I've had a newsletter
every couple of months or so.
Now Mike doesn't send super fancy content,
but every time I get one of his newsletters,
I smile remembering our trip and the great tour
we had with him.
If we go back to Ireland,
you can bet we'll book a tour with Mike,
and I've shared his newsletters with dozens of family
and friends who are planning trips to Ireland.
Was his newsletter successful for his business?
Probably, but you'd have to check with Mike to find out.
Let's review some of the important ways
that you can optimize your email newsletters.
Segmenting your audience by interest is a smart bet.
Research shows that 56% of subscribers
will opt out of your email list
when they get irritated by irrelevant content.
You can see from this email from Medium,
that they get what I'm interested in.
At the bottom of every email,
I have the opportunity to change
what it is that I want to get and how often.
It's a great way of giving your audience control
to do something other than unsubscribe.
Splitting up your calls to action is another way
to optimize your email newsletters.
In this email newsletter example from tentree,
they've given me several ways
to interact with their content,
including making the outdoors part of my morning routine
and listening to some music.
All of these calls to action,
point to content that tentree has curated or created,
and it intertwines their platforms
in a rich and engaging way.
It proves in the end,
the hallmark of any truly successful newsletter
is that it aims to educate and entertain,
but not necessarily directly sell.