Incorporating industry knowledge, internal subject matter expertise and proven email marketing best practices, Carol will create email newsletters designed to resonate with your target audience, whether it be through the inclusion of news-based trending topics, educational evergreen articles, interviews with thought leaders or more.
Content will vary depending on the recipient. For instance, existing customers may be more interested in news and information about products, services and company goings-on.
Meanwhile, potential customers will likely respond more positively to content that demonstrates the value provided by your business, or more general information that presents your organization as a thought leader in its space.
While business-to-consumer newsletter creation may sometimes focus on generating direct conversions in the form of a purchase, business-to-business email newsletters tend to concentrate more on other conversion options, such as product demonstration requests, as well as upsell opportunities in the case of existing customers.
Carol’s newsletter writing services begin by zeroing in on your target audience, with content based on subscriber personas, demographics and the stage of the buyer’s journey.
The goal is to create content that is personalized to the recipient in order to encourage higher open and click-through rates.
Carol understand the importance of avoiding the use of identical layouts, including both text and images, for different campaigns and audiences. The tone and style of emails should be tailor-made for the individual it’s intended for.
Special attention is paid to the creation of subject lines during the email newsletter writing process.
Carol Forden is trained to utilize language proven to increase open rates, such as words that instill urgency and value in the reader’s eyes. Together with personalized details, such as the recipient’s name, industry or location, direct subject lines that incentivize opening emails help support greater ROI. At the same time, Carol know to avoid false or overly dramatic language that may turn off recipients or cause email service providers to mark emails as spam.
Content itself is crafted with a balance between education and entertainment in mind, appealing to recipients through interesting topics that also provide relevance and value.
Overly long emails are avoided in favor of direct-yet-engaging newsletters designed to grab and hold on to audience attention, encouraging recipients to learn more.
The content included in your email newsletters can be repurposed from existing blog posts, white papers, eBooks, infographics, videos or more.
At the same time, Carol can craft completely original content as you prefer. The goal, regardless, is to ensure all content appeals to the wants and needs of your target audience and demonstrates your standing as a source of value and relevance for customers.
Beyond the content of the email newsletter itself, it’s vital to ensure the email as a whole is readable and engaging.
This includes using bullet points and subheads to break up walls of text, as well as implementing rich media options, such as custom images and videos.
Working with graphic designers and videographers Carol can create custom illustrations and clips intended to drive traffic back to your website, as well as unique, clickable calls to action that simplify the conversion process and provide current and prospective customers alike with easy next steps to follow.