So I’m sure you’re eager for these 10 tips so you can apply your newly-found newsletter wisdom to your latest marketing campaign.
We’ll get to that in just a minute. If you’re asking yourself: “I know I should produce a newsletter, but I’m not totally sure why?” then read on.
If you already know why you should send one but just need extra help polishing up your newsletter, this is also for you.
We all receive newsletters, in fact, I’d bet you’ve had at least one delivered this month. They’re powerful marketing tools used for creating awareness to promote your best-selling products or services.
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What You Should Include in a Newsletter:
An email newsletter should feel personal, like an ongoing relationship. Delivered regularly, addressed to the reader, and customized.
Above all, you need people to ‘want’ to open it, which leads nicely into the first tip:
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#1 A Compelling Subject Line
If you stumble here, people won’t open the email. Unfortunately, it’s a fail.
Make a great first impression with an intriguing, irresistible or interesting subject line because your newsletter will be in amongst many bulging inboxes. Also, don’t forget to make use of the pre-header too – this will compliment the subject line.
#2 Your Audience Wants Information
Okay, this seems glaringly obvious. But valuable content keeps your reader’s eyes on the email – create targeted and value-driven content.
Here’s a fact about Your Audience: You have 51 seconds of attention from people typically scanning your email newsletter.
So remember, it’s got to be easy, broken up with content blocks, snapshots, images/video, and bullet points otherwise you’ll lose people’s attention. Keep it brief but not too brief.
Examples to include: infographics, blog posts, tips, upcoming events, competitions, webinars, videos…etc
#3 Inject Some Personality
Your readers deserve something more. They need to know there’s a human behind that company, behind that newsletter. Use images from what you’ve been up to – team members, office shots etc. People love seeing the ‘everyday.’
#4 Clear Call-to-Actions (CTAs)
Whether you’re selling a product from your store, promoting an event or just promoting awareness from your blog, don’t force readers to think too much.
Ensure your buttons include obvious words like “Learn More” “Grab this Offer!” “Register Your Interest” or “Watch the Video”. Avoid being too clever.
#5 Include an Offer
People need a reason to remain loyal and subscribed. Providing valuable content is great, but remember your audience will be thinking “what’s in it for me?” Discounts, trials, downloads, early bird offers etc. These are all great offers you should use in your email newsletter.
#6 Be Consistent (and Always Deliver)
People want to know that what you’re promoting in a given month actually happens. So, make a promise and stick to it.
Easy!
What could be equally as important as a promise? Consistency.
If you decide to deliver every month, don’t let the team down, ensure you perform your best by kicking out that great content each and every month. Inform your subscribers when they can expect to hear from you – your word holds value.
#7 Go Easy on the Sales
Okay, pushing for conversions is great, we recommend it. Email marketing is an excellent way to boost sales for your product or service. However, too much hype, people will sense like a bad odor.
The newsletter can include some selling but keep it to a minimum and use promo-specific emails to really generate conversions for your “75% off flash sale”.
Meanwhile, try something more subtle like “Did you know we’re having an introductory sale of our new ‘X Product’?” You could easily save up to 40%.
#8 Respond to Readers
When an email is sent (and includes) the infamous 3 words “do.not.reply” at the footer, it sends a signal implying “we’d rather not hear from you because we’re pretty busy.”
From a subscriber’s perspective…that sucks. If people want to ask a question or make a comment, let them, encourage it.
#9 Opt-out Should be an Option, not a Sin
Despite the marketer’s worst fear of an evaporating email list, it should be made obvious to people if they choose to unsubscribe. If you don’t, you risk being at the mercy of the “spam” button, and this won’t do your reputation any favors.
Make is visible and obvious, it’s like asking permission to continue delivering mail to them.
Plus, you only actually want an audience who ‘want’ to hear from you, otherwise you’ve no chance of making a sale!
There, that break-up wasn’t so bad after all.
#10 Link to your website
A link? That’s obvious. But always ensure there are opportunities for subscribers to reach your site with ease – buttons, bold text, obvious links etc. Drive traffic to your site, after all, you want people to become familiar with your company’s products and services.
There we have it, 10 top things to include in your email newsletters to maximize engagement and promote action.
