Most marketing newsletters can be boring AF, I’ll be the first to say it.
As busy marketers, we try not to spend all of our time scouring the internet for useful information. Our inbox was supposed to be a place we turn to for quick, digestible communication from companies. Instead, we are now constantly flooded with marketing newsletters that provide very little value to us.
Actual footage of me going through my inbox
Why do most marketing newsletters suck?
Most marketing newsletters try to do too many things at once. From product updates to event invites to random blog posts, “they’re supporting every aspect of your business…
While a lot of us think that email newsletters can kill many birds with one stone, it can’t. The focus and intent of a marketing newsletter needs to be clear as soon as the reader takes the first glance. It also needs to provide readers with something they cannot get from your other marketing channels.
But do people even care about newsletters anymore? Perhaps we should forget about marketing newsletters altogether?
Eeeh, not so fast.
Why we still need to care about marketing newsletters
Even though so many new marketing strategies have surfaced since emails, it’s still considered one of the most effective type of marketing. According to Chief Marketer, “email marketing outperforms other tactics for lead generation”, Campaign Monitor tells us that 89% of marketers consider that their email marketing strategy is a success, and HubSpot says it clearly contributes to improving sales.
It’s personal, it’s targeted and it’s meant to be consistent. “Email may be old-school, but having the most relevant pieces of news handed over to you in a digital package is still extremely valuable” (Contently).
We shouldn’t forego email newsletters altogether, but if your current program isn’t see results, take a step back and evaluate what you’re doing.
New year, new newsletter
Here at Mention we recently decided to revamp how we did our marketing newsletter.
Because it was something we wouldn’t want to read ourselves.
More importantly, it wasn’t helping our company get closer to our objectives such as generating new leads and growing a large and engaged email list. So to improve this we had to take a good hard look at our old newsletters and ask ourselves:
- Why are we creating a email newsletter?
- What do we want to get out of it?
- Are we providing value to our readers?
- How much time, resources and which tools do we need?
- How will we promote it?
- How will we measure the progress?
These are must-ask questions that every marketer should ask themselves before creating an email newsletter strategy.
We also decided to focus our newsletter on one topic and incorporate — when necessary — related articles from other companies. The result? People are already raving about the look and content of our new newsletter, and the open rates are performing around 20% better than our previous one.
Now, this is not something we just came up with out of the blue. There are actually a number of awesome newsletters out there that inspired us to revamp ours – here are seven you should sign up for immediately.
Starting with our dearest Mention Memo.
Every week, you’ll get a hot little newsletter filled with cool gifs, valuable free resources, and insightful commentary around a trending marketing topic such as Instagram Stories, big tech trends from CES and Facebook marketing. You’ll also get practical tips, tricks, and free resources you can use for your own marketing strategy.
Why we like it: Not to toot our own horn but it’s visually appealing and stands out from a lot of the other newsletters we get in our inbox. Secondly, it’s actually interesting and valuable to marketers.
Later’s newsletters are beautifully designed and chock-full of useful tips and resources.
You’ll learn everything you’ve ever wanted to know about Instagram – the latest trends, how to drive traffic from Instagram Stories and how to work with influencers.
Why we like it: It’s short, friendly, useful, and consistent.
Sign up for it here.
Intercom is a messaging platform for websites, and their newsletter has virtually no mention of their product.
The memo themes span from tech trends, product management, marketing, customer support and startups. What’s cool is that they usually have members from their team comment on the topic.
You get the sense that like they really enjoy writing them – we enjoy reading them!
Why we like it: it’s funny, unique and provides a good distraction from our work
Sign up for it here.
HubSpot has a few newsletters (Marketing, Sales, Services and Agencies) that all serve different purposes.
Their marketing newsletter always contains a great blog post, a free resource (mostly cheatsheets and ebooks) and they recently added an interactive quiz to it (which we love, obviously).
Why we like it: HubSpot has a ton of content to share with marketing and communication professionals. We like that you can decide what you receive and how often you receive it.
5. Product Hunt
Product Hunt is a curation platform showcasing the best new products released everyday every day around the globe.
Their newsletter usually contains the top 5 to top 10 best products of the previous day (mostly based on how many upvotes they gathered).
Why we like it: there are two main reasons why we like love Product Hunt’s newsletter. The first one is quite obvious: we like to discover new projects and tools that can help us to do a better job as marketers. And the second one is that we often announce our product launches via Product Hunt and often end up in the newsletter, among the best products of the day 😎
6. The Hustle
The Hustle founder Sam Parr came across the idea of a daily newsletter for millennials while trying to promote HustleCon, a startup conference he was organizing. As a result, he got an overwhelming response for his newsletter which helped him eventually grow to a 300k+ subscriber base.
According to Digiday,“Parr hopes to carve out a niche by bringing a conversational tone to culture and tech coverage…With informal language like “dude” and “insane,” the site has a decidedly bro voice.”
The newsletter includes stories with provoctive titles like Soylent: What happened when I went 30 days Without Food and The Rebranding of The Trailer Park.
Why we like it: Interesting topics presented in casual, millennial bro speak.
Sign up for it here.
Carney+Co. is a full-service agency specializing in design and development for the browser, desktop and mobile platforms.
The agency is empowering marketing pros with great knowledge, best practices and latest industry trends through its “Daily Carnage”, a handpicked list of the best marketing content delivered to your inbox daily.
Why we like it: Exactly this: “There has been a gap to focus on online marketing in a fun, relevant way. I LOVE the Daily Carnage.”
Sign up for it here.
Bonus: Buzzfeed’s This Week in Cats
So this last newsletter is by no means related to marketing, but it’s brilliant so I had to include it. You can expect in This Week in Cats: top-quality photos of cats, stories of cats and the highly-anticipated Cat of the Week. Need I say more?
I can’t believe I’ve only just discovered it. Thank you internet.
Why we like it: Very niche topic. Informative and entertaining.
Sign up here.
Did we miss any?
We’re always looking for interesting marketing newsletters we can draw inspirations from. What are your favorite ones? Let us know on Twitter @mention
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