Newsletter is a win-win situation where marketers solidify their presence, and readers relish curated content at their fingertips.
For Marketers:
Direct communication channel: Newsletters provide a direct and personal line of communication with the audience. Unlike social media algorithms, newsletters allow marketers to reach subscribers directly in their inbox.
Builds and nurtures relationships: By consistently delivering valuable content, marketers can build and nurture relationships with their audience. A well-crafted newsletter helps establish trust and credibility over time.
Drives engagement: Marketers can use newsletters to encourage engagement, such as clicking on links or sharing content on social media.
Showcase expertise: Newsletters serve as a platform for marketers to showcase their expertise. By sharing insightful content, tips, and industry updates, marketers position themselves as authorities in their field.
Increases brand awareness: Regular newsletters keep the brand in the minds of subscribers. Consistent communication helps reinforce brand identity and can lead to increased brand awareness.
For Readers:
Curated content: Newsletters deliver curated content directly to the reader's inbox, saving them time from scouring the internet for relevant information. It provides a one-stop-shop for updates and insights.
Exclusive access: Subscribers often receive exclusive content, promotions, or early access to new products or features through newsletters. This exclusivity makes readers feel valued and appreciated.
Convenience: Newsletters are convenient for readers who prefer receiving updates without actively seeking them. They can stay informed without constantly checking websites or social media platforms.
Stay informed: Readers can stay informed about industry trends, product updates, and relevant news. Newsletters serve as a valuable source of information that keeps subscribers in the loop.
Both marketers and readers benefit from the mutual exchange facilitated by newsletters, creating a win-win scenario where valuable content meets the right audience in a convenient manner.
In my role as a PMM at Wix, I took on the exciting task of establishing a monthly SEO newsletter, building its awareness among SEOs, ensuring its relevance, and continually improving its performance.
Our journey kicked off with the inaugural edition on 4/23, and our primary focus was simple: let the world know about our newsletter and boost our subscriber count. By the end of 2023, after just nine editions, we proudly boasted 25,401 subscribers. And in Q1 2024 alone, that number skyrocketed to over 32K! The community response was great, with top SEO industry leaders among our subscribers.
The Purpose of Our Newsletter
Well, it's all about building connections. As a brand on a mission to redefine its perception about SEO, trust and expertise are important. And what better way to foster that trust than through direct communication? A newsletter serves as the perfect conduit for building relationships, engaging our audience, and showcasing our know-how.
Plus, it's a win-win for everyone involved. Not only does it consolidate all our content into one neat package, saving our readers valuable time, but it also keeps them effortlessly up to date with our latest endeavours.
Keys to Newsletter Success
Tracking and maintaining a successful newsletter involves more than just growing the subscriber list. To truly make an impact, we focused on several key factors:
Open Rate: The first step is getting eyes on your content. Maintaining a healthy open rate ensures that our newsletter isn't just sitting in inboxes gathering digital dust.
CTR: Clicks are the lifeblood of any newsletter. We aimed to create content that not only piqued interest but also drove action, leading to higher engagement and CTR.
Unsubscribe Rate: Nobody likes goodbyes, especially when it comes to subscribers. By delivering valuable, relevant content consistently, we aimed to keep our unsubscribe rate as low as possible.
Throughout this journey, defining and tracking these newsletter KPIs was crucial. It wasn't just about setting goals; it was about constantly analyzing the data, identifying areas for improvement, and striving for excellence in every aspect of our newsletter strategy.
Launching the Newsletter: From Concept to Creation
My role in launching the newsletter was multifaceted, involving everything from conceptualization to implementation. Here's a breakdown of the steps involved:
Naming: We brainstormed and settled on the name 'Searchlight,' reflecting its focus on illuminating the world of SEO.
Content Strategy: Determining the content mix, the value we want to provide and structuring the sections for maximum engagement was crucial.
Title Creation: Collaborating with a content writer, we crafted compelling titles to captivate our audience.
Structuring: Working closely with the email marketing team, we defined the layout to ensure it was both informative and engaging.
Design: Teaming up with a designer, we developed a visually appealing template aligned with our brand identity.
Building: Utilizing software tools, I constructed the newsletter and made necessary adjustments.
QA-Thorough testing was conducted in collaboration with the email marketing team to ensure seamless execution.
Content Creation: With the framework in place, we curated relevant content for the inaugural edition.
Testing: Employing A/B testing methodologies, we fine-tuned various elements to optimize performance.
Tracking and reporting- Post-distribution, I meticulously analyzed data to glean insights and refine strategies, consistently monitoring key performance indicators. Over time I made sure to work with the analyst so that he would build me reports that would help me present the information I need in a convenient way.
Growing Subscriber Base
To grow our subscriber base, strategic efforts were employed to raise awareness and drive sign-ups.
I created a comprehensive distribution strategy, both inbound and outbound, devised to announce the newsletter's launch and entice subscriptions.
SEO Hub Integration: communication within the SEO Hub's main page facilitated easy access to subscription options.
Registration Points: Registration points were strategically placed in the header and footer of the SEO Hub, along with dedicated forms in the Hub’s blog next to the posts.
Automated Email Triggers: Upon registration, subscribers received a personalized welcome email, fostering immediate engagement.
Social Media Promotion: Posts across various social media platforms showcased the newsletter's value proposition, prompting user interest.
Community Engagement: Participation in relevant online communities facilitated organic engagement and attracted interested subscribers.
Banner Advertisements: Eye-catching banners were strategically placed to capture user attention and drive traffic to subscription pages.
Internal Linking: Integration of internal links within blog posts related to email marketing directed readers to subscribe more seamlessly.
Dedicated Landing Page: A dedicated landing page within the SEO Hub provided comprehensive information about the newsletter, encouraging sign-ups.
These efforts collectively contributed to the growth of the subscriber base, enhancing the reach and impact of the newsletter within the target audience.
To effectively promote the newsletter across diverse channels, collaboration with multiple teams within Wix was essential. I liaised closely with various departments, including the social team, email marketing, the blog team, community managers, designers, technical designers, content writers, and analysts. Their collective expertise and contributions were instrumental in executing a seamless and impactful promotional campaign.
As a result of our collaborative efforts, the newsletter launch surpassed expectations, garnering an impressive 1204 new subscribers.
Turning Challenges into Opportunities
Embarking on a new endeavor inevitably brings its share of challenges, but navigating these obstacles with resilience and adaptability can lead to invaluable growth and improvement. From the outset, our journey with the newsletter was punctuated by various hurdles, each presenting an opportunity to refine our approach and enhance our processes.
One of the initial hurdles arose when we encountered limitations with the email sending software, which truncated emails exceeding a certain size. In response, we conducted many tests to ensure the seamless delivery of our inaugural edition. Recognizing the need for a more suitable platform, we swiftly transitioned to alternative software better equipped to accommodate the newsletter's content requirements.
Flexibility and responsiveness were key as we quickly adapted the template design to align with the new software. This agile approach enabled us to implement the necessary adjustments without compromising our timeline, ensuring timely delivery of the newsletter on a monthly basis.
As our subscriber base expanded and registration options multiplied across various channels, managing the influx of data posed a new challenge. To streamline this process, I collaborated with an analyst to develop a dedicated query capable of organizing and presenting registration data effectively. I characterized the needs, mapped all the sources of information and the data we are interested in. This initiative empowered us to gain valuable insights into unique subscribers on a daily basis and engagement patterns, enabling informed decision-making and optimization of our marketing strategies.
Despite encountering several challenges along the way, each obstacle served as a catalyst for growth and improvement. By embracing these challenges head-on, we transformed setbacks into opportunities, ultimately reinforcing our resilience and enhancing the newsletter's impact
Wrap-up
In conclusion, the SEO newsletter has been instrumental in achieving our objectives, fostering audience engagement, and reinforcing our authority in SEO.
As we look ahead to new challenges and goals, we remain committed to enhancing the newsletter experience, growing our subscriber base, and continuing to deliver valuable insights to our audience.