- October 7, 2020
- Posted by: Robert Duke
- Category: Articles, B2B
We all know that email marketing is the most popular and effective marketing channel available today. It can help you reach out to the target audience at ease and gain more significant revenue than expected. However, one requires curated email content to reap the benefits stated above.
This article highlights the importance of a curated newsletter and walks you through the process of creating one that drives results for your brand.
Why Is Curated Email Important For Your Business?
Curated email newsletters are crucial for businesses of all size, as it appears to be more attractive for the subscribers. It focuses only on the best picks produced so far by your content team, or available on the web.
Moreover, the cost of creating a curated email is not high. One can easily handpick the top-performing content and build a high-quality curated newsletter with less or no effort.
Other reasons include:
- Staying on top of mind of the subscribers
- Establishing thought leadership around your industry
- Sharing interesting thoughts, findings, and resources
In short, with loads of content being published on the internet, a curated newsletter has serious value.
How to Get Started with the Curated Newsletter?
1. Identify your Target Audience
Before learning how to build a newsletter for your brand, define the curated newsletter’s target audience. It is extremely crucial because the people who receive your newsletter must always find it highly relevant and exciting. Once you know the perfect audience, you can curate the right content, and eventually, your product.
For example, B2B industries can focus on business owners, top-level executives, marketing managers, and other decision-makers since their brand objectives closely match this profile. After learning who your target audience is, you can move with the persona creation.
Here, you can include several other characteristics, such as a prospect’s age, gender, location, occupation, interests, pain points, etc.
Image Source: Thunderfoot
2. Build Your Email List
Once you create the buyer persona, you need to start building the email list. There are numerous ways to build the targeted email list, such as:
- Pop-up images on the website to sign up for the newsletter
- CTA buttons on the landing page of your website
- Surveys to gather the visitor’s interest and needs
- Subscribe option placed at the footer of every page
- Promoting on social media accounts about brand benefits
Suppose you find the above options challenging or complex to execute, fret not. Several vendors in the market can help you with building the targeted or customized email list.
3. Begin with the Research
Now you know your target audience and have a strong list by your side. So, let us begin by learning a bit of background for newsletter curation before launching it. The first step is to know your competitors’ efforts in this area. Check out how other brands are performing with the curated newsletter.
For instance, if you find many brands sharing about Account-Based Marketing (ABM) or automated email campaigns in their newsletters, it is better not to use the same topic. Find new content to focus on, so that subscribers will more likely click on it. Once you identify the particular niche, start researching on the best-performing content.
4. Gather Amazing Content
With the topic and a growing list of email subscribers, now it’s time to find astounding content to share with the prospects. You can either go through your old blog posts or read a lot of content online to find the best stuff. Besides, you can use tools or set up basic systems to quicken this process.
For example, popular tools like Flipboard and Feedly helps you in this area by bringing all the chosen content together in one place. These tools use AI research assistants to put the exciting content into a customized magazine-style layout, making it simple to browse and find the best ones.
Image Source: Feedly
5. Test the Newsletter Performance
You are not done after sending the newsletters to the subscribers. To truly reap the benefit of email newsletters, it is important to track and analyze its performance vigilantly. Monitoring specific industry benchmarks and key performance indicators (KPI) tells you how well your newsletter performs.
Some of such KPIs to monitor include:
- Open rate
- Bounce rate
- Click-through rate
- Unsubscribe rate
By learning its value, you will know what works for your brand and what doesn’t. For instance, if you see an increase in your bounce or unsubscribe rate, you will know that your readers are not enjoying the content enough.
Now we know that the curated email newsletter will grant a massive potential for marketers to lure the right target audience. It is a simple way to boost email marketing efforts and drive more sales for any business. So, use the tips mentioned here to make this process a part of your existing strategy, and get the results you desire.