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The blueprint of publisher curated content subscribers will read


2021 is a strange year. But one effect of the COVID-19 pandemic is increased participation in email communications.

According to Kabir Seth, Chief Operating Officer and Vice President of Product Strategy Wall Street Journal, Subscribers now click and read email newsletters more than before.

Therefore, many media and news organizations are shifting their focus to e-mail communications. Here are some examples:

  • New York Times It’s over 71 Email Newsletter, The open rate has increased by 150% compared to 2019, and many new newsletters dedicated to unique topics, such as COVID briefing, science, with Parenting.
  • Many media are experimenting with formats and writing styles, such as Vox sentence, It plans news with brief and easy-to-understand points.
  • Journalists have used e-mail newsletters as a channel to write directly to readers, such as Dave Pell’s Next draft

With so much content created, the role of email has evolved into Focus more on curation And filter out the noise. Brands must figure out how to stand out from the crowd by providing unique value to readers.

So, how do you make sure that your content is noticed in the crowded inbox and that your readers are reading it?

There are no magic formulas, but here are some of the best newsletter tips, trends, and formats that your audience can read, click, and subscribe.

1. personable and friendly

Our inbox today is full of marketing promotions, job updates, and other non-personal information. Therefore, emails from real people will be highlighted just like they are from friends or family.

When you plan your content, it’s a good idea to put this idea at the forefront. Try to start each email with a personal introduction. This makes emails look less like marketing messages, but more like thoughtful notes from friends. This is an advance reminder that a real person is behind the screen.

source: New Yorker

I have never met Fan Jiayang personally New Yorker Sunday, Or James Palmer Foreign policy, But reading the personal introduction in their regular newsletter almost makes them feel like an old friend. Maintaining a friendly and pleasant tone will do wonders in building a solid readership.

How to do it: The introduction can be a short and sweet preview of the content of the email, or it can be long and personalized. Choose a person to write the introduction to maintain consistency and build a rapport with the reader. Or, you can change things by rotating introductions from different writers and editors every week, who have their own unique voices, opinions, and opinions.

2. Share your link

Don’t spend all your time talking about yourself.

Becoming a content curator means more than just sharing the articles posted on your blog this week.A good example is Monocle. Instead of just focusing on their work, they spend half of each newsletter on sharing the great content they find online.

While traditional strategies may tell you to keep readers in your domain, when it comes to planning, sharing is a reliable way to build trust with subscribers.

monacle-example

source: Monocle

edge, Which has bullet parts, called “On the Verge” for articles they wrote, and “Off the Verge” for articles published elsewhere. Very good email, Emails about emails, including some relevant links from other publications’ headlines.

use Email template It’s great to build different sections of your newsletter while maintaining a clean, consistent look.

Link sharing example

How to do it: The advantage of this method is that it is easy, as long as you plan ahead. Start to compile and link within a week. Add the link in the Slack group to the running document. In this way, you have a list that is ready and ready to be published at dispatch time.

3. Make your email short and sweet

Email communication is a visual medium. Images, fancy formats, and eye-catching colors have great potential. But sometimes, Simple is better.

Headlines, buttons, and clear calls to action (CTA) are a great way to effective email. Especially if it is used as a break from your usual format. An eye-catching headline, a concise copy of the snippet, and a CTA can do this.

rapha-email-example

source: Very good email

How to do it: Don’t think too much—especially when you have a clear action to emphasize. Including titles, buttons, and images with descriptions. Rapha’s example above perfectly demonstrates this strategy. Not every email needs to be a four-page epic.

4. Personalize each email

When you prepare content and design emails for subscribers, you need to think about how to personalize your newsletter. When we talked to Kabir Seth, he had a lot to say on this issue.

Kabir mentioned how important it is to personalize the newsletter according to the preferences of subscribers. “Are they looking for technology? Specific news about companies like Tesla or Goldman Sachs? Then let them choose to subscribe to the niche market that suits them,” Seth said.

He went on to explain how to incorporate fresh and unique perspectives into your content is a great way to keep readers engaged. “Many of our subscribers are aware of the latest developments in the market,” Seth said. “So now we have email live Refreshing market data, we will not provide them with cold things. ”

An important part of personalization includes sending a welcome message to new subscribers. This type of email is designed to get people used to listening to you and opening your mail. People are often at a loss in their inboxes, so you must show and explain why your email newsletter is worth their time.

wsj-email-example

source: Wall Street Journal

How to do it: Keep things simple. This email serves as a quick note, thank them for subscribing. This is to get them used to opening emails from you and seeing your name in their inbox. You don’t want it to drag six or seven paragraphs.

This is a simple formula for welcome email:

  • Say hello and introduce yourself
  • Quick link to your website or CTA
  • Sign out

It’s that simple.

wrap up

These are just some of the ways you can improve your email communication. Remember, you want to provide readers with value in every email, so it’s important to focus on quality. Once you understand what your readers are interested in, you can more easily provide content that resonates.

If you are interested in taking your content management strategy to the next level, Campaign Monitor offers Email marketing software This makes it easy to automate and segment your content.



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