Company newsletters can be a very effective communication tool and a great way to keep your business’ name in the minds of past, present and future clients.
That is, if you can get them to open and read your emails.
And in a digitally driven world where people’s inboxes are constantly filling up with rows of personal, business and spam mails, you need more than just a catchy subject line.
If you can master the art of newsletter writing – or outsource this task to professional property and financial content writers – your return-on-investment (ROI) can be fruitful; for every $1.50 spent on email marketing, the average ROI is $54, according to research by email marketing platform Litmus Software.
Furthermore, Statista data shows that global email revenue is expected to reach US$12.33 billion (AUS $18.56 billion) this year and rise to US$17.9 billion (A$26.94 billion) in 2027.
For these reasons, newsletters remain integral components of content marketing strategies. To achieve good returns, however, your company newsletters need to inspire audience engagement – and this requires niche writing skills.
As of April 2024, the average open rate of emails across all industries was 37.72%, according to global data from online marketing company Constant Contact. For the financial services and real estate industries, these rates were 26.46% and 36.00% respectively.
To encourage your audience to open your newsletters, the subject lines must be attention-grabbing; they should personally ‘speak’ to the recipient – either to address their problems or offer valuable advice or information. You can even include your recipient’s name in the subject line.
Make sure your subject lines are clear and to the point. Use questions, numbers or powerful words to spark curiosity, making them want to read your newsletters.
In order to personalise your emails by using recipients’ names, you will need to segment your various audiences so that they only receive relevant newsletters. For example, if William has an interest in buying a property in Brisbane, he won’t want to open an email about properties for sale in Sydney.
Similarly, if William is on your mailing list because he has purchased a home in Sydney, he doesn’t need to know about new listings. He may, instead, be interested in learning how he can pay off his mortgage quicker.
Here is another example:
Company newsletters with clickbait subject lines are likely to end up in your audiences’ spam folders. To pass through email spam filters, avoid words and terms like:
Getting your audience to open your newsletters is the first step, but they can very easily close it if the content does not keep their interest. Remember, if they open your emails, it is because the subject lines promise content of particular interest or value; if your content does not deliver on this, they will feel misled. Engaging content that aligns with the subject line is crucial.
To keep your audience reading, your newsletter should:
You can make your newsletters visually appealing by breaking up text with high-quality images, infographics and other visual elements. Use whitespace effectively to avoid clutter and make the content easier to read.
While the purpose of some company newsletters may be to enhance your company’s reputation and credibility through providing useful or educational content, there should always be some kind of call-to-action (CTA).
The Constant Contact data reveals that, on average, 2.00% of readers who open a company marketing email click on a link within the newsletter. For the financial services and real estate industries, the click-through rates are 0.98% and 1.41% respectively.
To increase the click-through rates of your company newsletters, your CTAs should:
Your CTAs should also make the action seem urgent by using time-sensitive language and phrases like:
Clearly state the benefit or value the reader will get by taking the action. They need to know what is in it for them.
Your CTA should stand out. You can achieve this by using buttons, bold text and contrasting colours. You should also ensure your CTA is easily clickable.
It is a good idea to position your CTAs prominently within your newsletter, such as near the top or at the end of sections. If your newsletter is long, consider repeating the CTA in different sections to reinforce the message.
Hunter & Scribe, a copywriting agency in Sydney, specialises in content writing for financial services – including accountants, financial advisers and mortgage brokers – and property professionals such as conveyancers and real estate agents. Our team of professional copywriters have writing techniques and content creation tools that will ensure your newsletters are full of engaging content.
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