It’s easy to think email has been completely exhausted of creativity simply because of how old it is – as the saying goes, you can’t teach an old dog new tricks. However, the fact of the matter is that email remains quite prevalent in today’s society, particularly given the rise of mobile devices. Savvy publishers will always be able to find new things to do with their newsletters to keep customers engaged. You don’t need new tricks to have a great relationship with your dog, after all.
Here are a few ideas for publishers to keep newsletters fresh and interesting to prospects:
1. Go cross channel and promote content from other sources
Just because a reader is an avid fan of a publisher, that doesn’t mean he or she reads every article or follows the brand across multiple channels. For example, several outlets may have regular visitors who simply listen to the podcast but don’t spend much time reading the content on the website.
In that regard, one way for publishers to ensure they are getting their highly valuable content to all of their readers is by sharing content across multiple channels. For example, the aforementioned podcast could talk about news stories on the publisher’s homepage. Brands could also leverage their email newsletters to highlight blog content.
As Business 2 Community noted, publishers don’t want to give everything away when they share content across multiple channels. The goal is to get consumers hooked and clicking back to the main page. This shows readers that the publisher has valuable content across a variety of platforms, which in turn improves the publisher’s ability to generate traffic.
2. Capitalize on events
Seasonal events are the perfect springboard for creative newsletter content. Of course, the holiday and back-to-school seasons are two time periods that everyone is familiar with and can lend themselves to some interesting, relevant blog posts and newsletters, but every month has peculiar holidays and things to celebrate.
For example, July is National Anti-Boredom Month, which could act as a jumping off point for a tourism publisher. Weekly newsletters could explore different destinations to visit and activities to fight off boredom. A quick look at the website Holiday Insights can illustrate some other oddball, bizarre holidays that could inspire a whole calendar of content.
Here are a few other wacky days just in July that could be some interesting newsletter fodder:
– World UFO Day, a day to celebrate the Roswell Incident.
– Chocolate Day, which should be pretty self explanatory.
– Cousin’s Day, a day to remember the children of aunts and uncles.
3. Fast facts
People like facts, as evidenced by the popularity of Jeopardy! and other trivia shows. If publishers want to get people engaged with their email newsletters, perhaps the best solution is adding some interesting facts somewhere along the line. These facts may be for entertainment, pertinent to the subject being discussed or launching points for other content.
Facts are easy for publishers to source and can be very thought-provoking for readers. Facts don’t have to take up a lot of space, yet they are easy to write. As Rally Point Webinar explained, regardless of how the facts are sourced, they are an eye-catching way for publishers to bolster engagement.
Email may not be the newest tool in the shed, but at the end of the day, it’s a reliable means by which to interact with subscribers and provide them with meaningful value. Republished content, event-themed articles and fast facts are three easy ways for publishers to bolster their newsletters and make them even better value propositions, particularly for those brands that use email advertising to drive additional revenue.