Liquid Creativity

Email newsletters

Application - Email newsletters Folio

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Fitstyler

Understanding your brand more deeply
will transform its role and yours

The main aim of an email newsletter is to keep in touch with your current client base and potential customers, to keep them informed of your products and services as well as industry-specific information that can benefit them. You can do this by writing about industry tips and trends, upcoming events, the latest technologies, or your latest clients.


The benefits of an email newsletter are:

  • Nurturing ongoing relationships with clients
  • Promoting your business to new potential clients
  • Driving traffic to your website
  • Reinforcing the brand
  • Creating credibility for your business
  • Establishing trust with your customers
  • Staying in touch with your customers and prospects
  • Capturing email addresses of prospective customers


Concept and branding

The whole look and feel of your email newsletter should be in line with the branding for your company. Your brand represents the personality of your company, your values, and how you want to be represented to your ideal audience. 

Are you a luxury, fun, innovative, conservative or established brand? What your company stands for needs to be represented in all your marketing material. Consistency is the key to branding, so make sure the same colour palette, tone, messages and look and feel are carried through everything that your customer or potential customer sees. 

So with branding in mind, your email newsletter should be consistent with the graphic design you have already established for your website. The design elements should marry together, as visitors to the website may sign up for your newsletter. When they receive it, they should have the same brand experience. This helps them build familiarity with your brand. Again, someone who receives your newsletter may be directed to the website with a link.

The name of your newsletter is also very important, and again, should reflect your brand's personality. The name should remain consistent for every edition so people become familiar with it.


Creating a template for your email newsletter

The template you create for your email newsletter should be consistent with your brand.

Decide what kind of articles will appeal to your target audience, how many articles each newsletter issue should contain, and whether you should include guest writers relevant to your service. The format should be the same for each edition.

Design a format that includes:

  • a header that remains in a consistent format for each edition
  • contact information
  • edition number or month
  • unsubscribe button
  • privacy policy
  • link to your website
  • main information, promotions and articles in the body of the email


Linking an email newsletter to your website

There are various ways to drive your customers to your website through your newsletter:

  • Include a button with a direct link to your home page.
  • Publish articles in the form of an introductory paragraph, linked to to the full text on you website. This means the recipient of your newsletter can get the overall gist of your story, and if interested can obtain further information. People are time-poor and get daunted by huge reams of information. Clear headings and concise information are the key to readability.
  • Use words that link to relevant articles on your website.  

Ideally, a newsletter should resemble your existing marketing material to some extent. It should look like your web site and contain links to it, so that the recipient can easily follow up if they want to learn more about a particular product or service mentioned in the newsletter. It should also include contact information.


Content

What kind of articles will appeal to your target audience? Decide how many articles each newsletter issue should contain and whether you should include guest writers that relate to your service. Include a similar amount of content for each edition.


The next step

The end result is that your customers will be better educated about your brand and message. They will be inspired to learn more and contact you by phone or the web.

Using professionally designed email templates as part of your total marketing effort will give a positive impression of your company and lead to more contacts, sales and referrals. Liquid will create a brand that can grow your business in print and on the web. We are conveniently located close to the CBD in Melbourne. So for a graphic designer to work with you as a creative partner on your email newsletters, get in touch today.