Are you trying to come up with some ideas for your massage newsletter?
Keeping your audience coming back can be a challenge. Sharing a biweekly or monthly newsletter is a great way to keep your students engaged and encourages them to come back.
This article will focus on ideas for your massage studio’s newsletter. Specifically, it will discuss reasons for adopting a newsletter for your massage business, different trends in newsletter marketing, and ways to start your own newsletter.
What is a Newsletter?
A newsletter is a marketing tool first used back in the Roman times. Even back then, it was used as a way to inform customers of what is happening in a business. It allows customers to be aware of the products and/or services offered by the company, particularly new ones that would benefit existing and potential customers.
The “corantos” from the Dutch was the first reiteration of the modern newsletter. This medium was a single-page paper that contains items from foreign journals. It was published in the early 17th century and also came with English and French translations. In 1904, Roger W. Babson introduced a newsletter that focused on investments and called it the “Whaley-Eaton Report.”
Newsletters became a popular marketing tool with the arrival of modern computers. The availability of desktop publishing software made it easier for anyone to create a newsletter. This computer software enabled people to design their own newsletter according to the needs of their business.
Additionally, the advent of the Internet, email, and smartphones took away newsletters from the physical paper and made it easier to be received and read anytime, anywhere. It also made marketers more empowered. Given that number of possibilities when using email newsletter marketing, they are no longer bound by call-to-action messages.
Links to online stores or the official website can now be added to make it easier for the potential or existing customer to avail of what you offer.
Why Do You Need a Newsletter for Your Massage Business?
Most business implement marketing initiatives to make their brand more known by the public. The same goes with sending out newsletters.
Newsletters are defined as simple papers that offer special information, advice, opinions, and forecasts for a specific group of people. People in the marketing field gave several reasons for incorporating newsletters in your marketing efforts. They are the following:
It establishes a connection with your customers
Newsletters serve as a way to start or nurture a link between your massage studio location and your customers. Sending it out on a regular basis helps them to be attached to what your business offer. It can also make them realize the value you are offering to their health.
Marketing experts claimed that email newsletter marketing proved to be more effective compared to social media marketing. They explained it is because people normally read-through their emails compared to social media where most people spend only a short duration of their time.
Also, newsletters served as a regular reminder of the services and products offered by your business. For example, a potential client is reminded every time about your massage studio every time they see your email about your massage business.
Newsletters lead to more sales
Marketing executives always say that newsletter marketing is founded on the principle that money is in your list. This principle means that having list is an important part of achieving success in any business.
Businesses that have a list of clients they can court are those who were able to successful thrive through the years. They are able to do so as they have an infinite pool of customers they can attract into availing of their products and services. Your massage studio can also tap into this not-so-secret strategy in business.
A list of potential customers who you can email your newsletter will bring more possibilities of attracting massage therapists beyond what you initially imagined.
Creates and nurtures loyalty and trust
Customers feel more connected to a brand or business when they feel like they are part of the family. This means that businesses that goes beyond their duty and/or those that infuse personal to their products and services tend to have more brand loyalty. Newsletters, in a way, do just that.
This marketing tool offers specialized content, advice, opinions, and recommendations that benefit the client. Someone who regularly reads your massage studio’s newsletter would be more inclined to sign up if you are able to produce content that would help him/her venture into massage practice or if they are veteran practitioners, switch to your studio.
Increased chances of being shared
Newsletters, especially those sent through email, can be easily forwarded and shared among friends and family members. This feature of a newsletter is one of the advantages that comes with producing and sending out newsletters. It allows greater brand awareness outside your own list. It helps to get word out about the services and amenities offered in your massage studio.
Helpful in assessing effectiveness
Email newsletters are easy to determine whether the effort was short it or whether your marketing energy should be diverted into other strategies. With the abundance of tools available, it is easier to track whether people in your list opened your email, clicked on links incorporated within your email, or the rate of delivery of email newsletters.
Data obtained from these tools can form a pool full of the behavior and preferences of your potential or existing customers. These data can then be used to improve your efforts to better communicated and convinced people to avail of your services.
Trends in Newsletter Marketing
Trends in newsletter marketing should be what you should first research when developing a newsletter marketing strategy. It will allow you to harness the latest trends, as well as be aware of what should in and what should not be in your massage business’ newsletter. The following are some of the trends expected by marketing experts in the coming years:
1. More text and interactive email newsletters
Many marketing firms utilizing email marketing are using more text-only content in their emails. The reason behind its growing popularity is that many receivers have little patience over waiting for an image to load. Additionally, many are being very suspicious of emails containing too much images. Given their frustration over emails of this kind, they are more likely to report it as spam.
Interactive emails are another strategy big in email newsletter marketing in the coming years. This kind email newsletters keep the target audience engaged. This kind of strategy uses quizzes, surveys, and games to keep recipients entertained and likely to open your next email newsletter.
2. Greater amount of storytelling
Storytelling is beginning to be big in the world of marketing. Consumers tend to be more attached to a business that is able to relate a story to their business philosophy, and products and services it offers. People wants story they can relate to.
Newsletters that incorporate stories are able to connect and persuade consumers to avail of their services if they can feel the story imparted by the brand. Marketing professionals said that this kind of marketing strategy can be powerful in reaching each marketing segment or buyer persona.
The world revolves around smartphones. With many depending on their mobile devices, it is only a given that your newsletter be developed, created, and intended to be viewed on any kind of screen. A survey found that 53% of emails opened were done using a smartphone. Google revealed that 75% of their users use their mobile app to browse through their email.
A mobile-friendly newsletter will make sure that your efforts are not wasted. Additionally, it allows anyone to view it regardless of the device they have at the moment they opened your email newsletter.
The European Union started a trend towards protecting people from those who fray over their privacy on the Internet. With the General Data Protection Regulation being signed into law in 2018, it is expected that many states will follow suit.
People are also serious about privacy. With data breaches becoming a norm, many are starting to get scared to wonder online. It is best that your newsletter complies with laws and regulations on privacy to show customers how you value their privacy in your marketing efforts.
5. Artificial Intelligence
Artificial intelligence is a big word in the near future. Email marketing will also take a bite of this technology to improve its processes and results. A VentureBeat article claimed that AI for marketing automation is expected to be big business in the coming years.
Adobe’s investment in this field is one great example. The established tech company was able to turn out an AI with sophisticated algorithms based on data and research from previous campaigns.
Where Do You Start?
Preparation is key when using newsletter marketing for the first time. You must ensure that all contents were proofread, there is a unique call-to-action message, and that it is readable on any kind of screen. However, where do you exactly start doing your newsletter? Here are some suggestions made by marketing professionals:
- Set a goal – No effort starts without having a clear goal in hand. This goal is what will guide your progress and path in making a newsletter. It will dictate the newsletter’s content, design, and target audience. Marketing experts recommend that your goal be closely tied to your business objectives. They said that it should not be confined on how many would open the email or whether they will be clicking that link to avail of your massage studio’s services and amenities.
- Develop the content – After goal-setting, you can move on to brainstorming the kind of content your newsletter will have. It will be the pillar and reason behind your newsletter. It will serve as a guide to future contents of your business’ regular sending of newsletters. Experts recommend adopting an active searching attitude when looking for engaging content for your newsletter.
- Design and create your template – Content might be king, but customers buy with their eyes. People tend to open something or be drawn into it if it looks good. Marketing professionals recommend using minimal text and color formatting. They explained that a design following this principle makes it easier for the reader to browse through the newsletter. They also advise that email newsletter be mobile-friendly. A survey revealed that most people who reads an email newsletter do it using their smartphones.
- Decide on a newsletter size – Newsletter size are at a default at 600px wide. However, an email newsletter this size is not easy to adjust depending on what screen your customer is reading it on. Marketing experts said it is best to check whether your newsletter is still readable and fits the 600px wide size. In terms of height, newsletters can be as high as you want it to be.
- Add your content – This is the part where you fill your newsletter with words and pictures. There are two ways to approach this stage of preparing a newsletter. Some marketing professionals and business owners provide an introduction to articles they are sharing so that the reader will surely click on link provided. Others, however, fill their newsletter the whole content to save people time of waiting for another page to load. The ideal strategy on filling a newsletter depends on the kind of your target audience. You should assess whether they are the type who goes through a clickthrough or are they more of I’ll read the stuff you sent if it is presented in whole in front of me.
- Add personalization tokens and smart content – Customers will feel more connected with your business if you give them some personalized service. The same philosophy should be applied when doing newsletters. Experts recommend grouping your list into people who have the same interests, goals or level in practicing yoga. Once grouped, it is when you personalize content for these people. Lastly, incorporate a smart content. These contents should set one group from the others.
- Select your subject line and sender name – People tend to open an email if they a real name on the sender field. Professionals advise that businesspeople choose someone from the company whose name should appear on the email newsletter. In terms of picking the right subject line, experts recommend using something that has brevity and an immediately actionable call-worthy subject line.
- Prepare alt and plain texts – This is a countermeasure at times when images in your email newsletter do not load. Alt texts is what your customer see when the image failed to load. Experts in newsletter making recommend incorporating alt texts especially when you have included a CTA as failure to include alt text will result to poor conversion.
- Comply with the law – Newsletters too need to comply with law and regulations. There are two laws that significantly impact sending out newsletters. First is the CAN-SPAM or Controlling the Assault of Non-Solicited Pornography And Marketing. This rule requires business to include a footer in the email, as well as an easy way to unsubscribe from the list if they opt not to receive any in the future. GDPR is the second comprehensive privacy law that regulates email newsletters. This is a European law that mandates that email newsletters be sent only to those who manually opted to receive them.
- Test your newsletter – To make sure that your newsletter is delivered in the way you wanted, it is best to test them first. Most people you’ll be sending these newsletters would be viewing it on different screens. Experts recommended testing be done in different email providers like Gmail and Outlook, and web browsers like Firefox, Safari, and Chrome.
- Assess – After sending out your newsletters, evaluating its effectiveness is the next logical step. Technology has been tracking easier and more efficient. There are various tools available for marketing professionals to know how many clicks originated from your newsletter, whether recipients opened the newsletter, and other metrics.
Newsletter is a Must
You might think that newsletter is outdated in the age of social media. However, it still is a great tool in any marketing effort.
Newsletter offers several benefits from being a link between your massage business and clients, and maintaining relationships to build trust and loyalty. Additionally, resorting to newsletter marketing allows you to easily assess whether you were able to achieve what you wanted from this effort.
The abundance of tools made it easier for any business or marketing professional to gauge whether the initiative was a success or areas where improvement is necessary to achieve desired results. In conclusion, you should really try out sending out newsletters to your existing or potential customers.
It does not only put your massage business out there, but also creates a bond between you and your consumers.