One of the greatest challenges for a marketing company is getting people to read emails.
You might have a fantastic team around you, or you might be a lone entrepreneur building something from the ground up. And your company might create one-of-a-kind products or services that could revolutionize your industry.
But if no one is opening your emails, you have no way to communicate with customers and leads. All of your hard work and innovative ideas will go to waste if you can’t communicate those things to other people.
In other words, emails are a great opportunity for companies around the world. Email open rates are also a challenge that every company must overcome. And that is even more true when it comes to newsletters.
If you need to communicate with customers, partners, or even employees, a newsletter is a great way to build that relationship. And a curated newsletter lets you add value to each email. You can share valuable resources or helpful tips, and also build trust for your email campaigns.
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Some people might think of newsletters as one more automated email that belongs in the spam folder. But a curated newsletter is different, and that’s why it will never go out of style.
Become A Trusted Voice
One of the biggest benefits of social media sites is that their complicated algorithms sort content for us. In fact, these sorting processes are so valuable that these sites sell advertising rights to make sure companies can get their ads in front of the right people at the right time.
Humans don’t have very high attention spans, which means we often won’t go looking for something even if we need it. If it’s important, someone else will probably send it to us…or our social media channels will serve us an ad that helps us find what we need.
Curating content for your customers does that work for them? It makes your emails valuable, and it introduces people to your brand and company in a different way. Newsletters tend to take a different voice, and they let you show even more personality (unlike most online content).
A curated newsletter says, “Hey, I know you care about these topics, so I’ve collected the top news and coolest stories about those things — here you go!”
The steady rise (and growing success) of curated newsletters proves that this is a system that works well. And when you contrast that to the normal rate of email open rates, it’s clear that this type of content is a worthwhile tradeoff to building email marketing and content strategies.
But taking that kind of approach also shows that you know what’s going on in your industry. Providing news stories, interviews, and case studies make it very clear that you have a good understanding of everything that relates to your company and could affect your customers.
Your company will become a reliable source of information, and people will start to think of you as a thought leader in your field. That brings even more value to your newsletter content.
Focus On The Curated Newsletter Content
In addition to providing value, a curated newsletter gives you a new way to talk about your company. Once customers and leads start to open your newsletter, they become accustomed to reading your emails.
In other words, they will become more receptive to seeing offers for your products or services.
Some companies even use a newsletter as an opportunity to send a special offer, like signing up for an account in exchange for a downloadable ebook.
But don’t forget the purpose of newsletters: A curated newsletter is a resource first and foremost. You never want to turn these emails into sales pitches. Focus on the content you’re providing and keep your customer’s needs and interests in mind.
It is acceptable to mention a new product or service from your company because readers will expect to hear news like that. And if they are happy with the other content you send them or the products you provide, they will be more interested in learning about what your company is doing within your industry.
When it comes to your newsletter, you need to let the reader decide whether they want to learn more or take action. Curated newsletters succeed because they don’t push a CTA onto readers. They’re about helpful, well-written content that speaks to the audience.
You can still build that section of the newsletter and write compelling content about your company. There’s nothing wrong with giving readers an opportunity to click through to your site. Just remember that your company should never become the focus of the newsletter.
Show Off Your Customers in your Curated Newsletter
Curated newsletters also give you an opportunity to include user-generated content. And because user-generated content affects purchasing decisions, including it in a curated newsletter will bring you multiple benefits.
If your company produces a piece of software or content creation tool, you can feature some of the incredible things your customers are working on. That will drive interest in your product because people see how it works. It will also generate additional engagement about your company as customers realize that their work might be featured in the future.
User-generated content provides even more value to your newsletter and shows that you are tied into your industry as well as the community of people around you. And because you are already curating information to include, finding user-generated content can become a part of that process.
Content curation is something that we all do every day. Every human on the planet is processing new information, deciding what they care about, and looking for opportunities to share that information with others.
And that is why curated newsletters will never go out of style.
The act of collecting and sharing that information with others is a useful tool that people will always appreciate. And once your customers and leads find some beneficial content in your newsletter, they’ll be motivated — maybe even excited — to keep opening each email they receive.
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Drew Gula is the copywriter at Soundstripe, a company that creates cinematic music and sound effects to help businesses produce better content.