Newsletters have become indispensable tools for training organisations looking to promote their offerings without breaking the bank. Newsletter marketing is a cost-effective way to reach potential and current students, and it also allows for personalised and direct communication.
In this blog, we’ll explore what makes newsletter marketing effective and how frequently you should send out emails. We’ll also recommend some free email marketing platforms and list-building tactics to grow your subscriber base.
Why Is Newsletter Marketing Effective?
Direct Communication
Newsletters allow you to communicate directly with your audience. Unlike social media posts which may get lost in a sea of content, emails land straight in the recipient’s inbox, ensuring higher visibility.
Personalisation
With newsletters, you can tailor your messages to specific segments of your audience, making the communication more relevant and engaging. Personalised emails have higher open and click-through rates, which can lead to better conversion rates.
Cost-Effective
Newsletter marketing is relatively inexpensive compared to other channels. Many email marketing platforms offer free plans that are suitable for small to medium-sized lists, making it an accessible option for training organisations with limited budgets.
Measurable Results
Email marketing platforms provide detailed analytics, allowing you to track open rates, click-through rates, and conversions. This data is invaluable for refining your strategy and ensuring your content resonates with your audience.
Building Relationships
Newsletter marketing can help you build and maintain relationships with your audience. By providing valuable content, you keep your organisation top of mind, encouraging repeat enrolments and referrals.
How Frequently Should Newsletters Be Sent?
The frequency of your newsletters depends on your content strategy and the preferences of your audience. Here are some general guidelines:
- Monthly: Sending a monthly newsletter is a good starting point for most training organisations. It allows you to compile significant updates, upcoming courses, and useful resources without overwhelming your subscribers.
- Bi-Weekly: If you have a lot of content to share, consider sending newsletters every two weeks. This frequency keeps your audience engaged while providing enough time to create high-quality content.
- Weekly: For organisations with extensive offerings or those that produce a lot of content, weekly newsletters can be effective. Ensure you have enough valuable content to justify the frequency and avoid subscriber fatigue.
Free Email Marketing Platforms You Can Start With
There are several free email marketing platforms that training organisations can use to manage their newsletters. Here are a few popular options:
- Mailchimp: Mailchimp is one of the most popular email marketing platforms, offering a free plan that includes up to 2,000 subscribers and 10,000 emails per month. It provides easy-to-use templates, segmentation options, and detailed analytics.
- Sendinblue: Sendinblue offers a free plan with unlimited subscribers and up to 300 emails per day. It includes features like email templates, automation, and SMS marketing.
- MailerLite: MailerLite’s free plan includes up to 1,000 subscribers and 12,000 emails per month. It offers a drag-and-drop editor, automation, and landing page creation tools.
- Benchmark Email: Benchmark Email provides a free plan with up to 3,500 emails per month to a maximum of 500 subscribers. It features a drag-and-drop editor, automation, and A/B testing.
List Building Tactics You Can Use
Growing an email list is crucial to the success of any newsletter marketing campaign. Here are some effective tactics to build your subscriber list:
- Newsletter Sign-Up Form on Your Website: Place a prominent sign-up form on your website’s homepage, blog, and course pages. Make it easy for visitors to subscribe by keeping the form simple and highlighting the benefits of joining your newsletter. Speaking of which, have you signed up to receive our newsletter?
- Offer a Discount Code: Encourage sign-ups by offering a discount code for your courses in exchange for email addresses. This not only grows your list but also incentivises potential students to enrol.
- Gated Content: Create valuable content such as e-books, whitepapers, or exclusive webinars that require visitors to provide their email addresses to access. This strategy attracts serious prospects who are interested in your offerings.
- Pop-Ups and Slide-Ins: Use pop-up or slide-in forms on your website to capture visitors’ attention and encourage them to subscribe. Ensure these forms are user-friendly and not too intrusive.
- Leverage Social Media: Promote your newsletter on your social media channels. Share snippets of your newsletter content and include a sign-up link. Run social media contests or giveaways that require participants to subscribe to your newsletter. Read this post for more free social media tips.
- Host Webinars and Events: When hosting webinars or events, require participants to register ith their email addresses. Follow up with these participants by adding them to your newsletter list and sending them relevant content. Read more about tips and tricks for using webinars to promote your training here.
- Referral Programs: Encourage your current subscribers to refer friends and colleagues to your newsletter by offering incentives such as discounts, free resources, or entries into a prize draw. Learn how to maximise referral programs for your organisation here.
- Guest Blogging and Partnerships: Write guest posts for popular blogs in your industry or partner with complementary organisations to co-promote your newsletters. Include a call-to-action for readers to subscribe to your newsletter.
Crafting Engaging Newsletters
Once you have a growing subscriber list, it’s essential to keep them engaged with high-quality content. Here are some tips for crafting compelling newsletters:
Compelling Subject Lines
The subject line is the first thing your subscribers see. Make it catchy, relevant, and concise to encourage opens. Make the most of your subject line by also using the preheader text to further entice readers to open your email.
The following subject line tactics tend to work well:
- Ambiguity, for example:
Have you considered this?
I thought this might interest you - Personalisation, for example:
Awaiting your response (Name)
This could benefit (Company Name) - Statistics at the beginning of the subject line, for example:
59% of marketers are now doing this - Emojis, for example:
🔥Hot Deal 🔥You Won’t Want to Miss This! - FOMO, for example:
There are only a few spots left, (Name) - Time Sensitive, for example:
Hurry, this promo ends soon!
Avoid Spam Words
Emails that land in the spam folder are less likely to be read by users. Keeping your email free from spam words ensures you get messages into inboxes and boosts open rates.
Download our spam word checker tool here!
Valuable Content
Ensure your newsletters provide value to your subscribers. Share industry news, tips, upcoming course information, and exclusive content that they can’t find elsewhere.
Visual Appeal
Use images, videos, and a clean layout to make your newsletters visually appealing. A well-designed email is more likely to capture and retain your audience’s attention.
Clear Call-to-Action
Each newsletter should have a clear call-to-action (CTA), whether it’s enrolling in a course, downloading a resource, or registering for a webinar. Make your CTAs prominent and easy to follow.
Personalisation
Use personalisation techniques such as addressing subscribers by their first names and tailoring content based on their interests and previous interactions with your organisation.
Mobile Optimisation
Ensure your newsletters are optimised for mobile devices. A significant portion of your audience will read emails on their smartphones, so a responsive design is crucial.
A/B Testing
Experiment with different subject lines, content formats, and send times to see what resonates best with your audience. A/B testing helps refine your approach for better results.
Leverage These Newsletter Marketing Strategies Today!
Newsletter marketing is a powerful and cost-effective tool for training organisations to promote their offerings. By leveraging free email marketing platforms and implementing effective list-building tactics, you can grow your subscriber base and maintain engagement with valuable content. Remember to personalise your emails, provide clear CTAs, and continually refine your strategy based on analytics and feedback.
Start harnessing the power of newsletters today to boost your training organisation’s visibility, attract more students, and foster lasting relationships with your audience. Happy emailing!
