Newsletters are a fantastic tool for branding and marketing. They give you the opportunity to communicate directly with your customers and build stronger loyalty.
It's no longer just about content! Modern newsletters need to have a catchy subject line, a targeted call to action, provide value, and be aesthetically pleasing.
Here are 7 best practices that will improve your newsletters, bring real added value to your inboxes and help you create effective email marketing campaigns.
1- Keep it simple (use the KISS principle)
A successful newsletter should be short and to the point. In fact, if your email is longer than necessary, your subscribers won't read it . You have a short attention span, so it's unlikely that most readers will spend more than a few minutes on a newsletter.
Therefore, be sure to adhere to the KISS (Keep It Short and Simple) principle , which dictates that templates and/or systems should be as simple as possible when writing any type of document. Keep in mind that your newsletter should serve as a starting point to capture your readers' attention and motivate them to take action .
For example, include a brief summary of your most recent blog to read the full article . Finally, concise language will make it easier for readers to navigate your newsletter and encourage them to learn more.
2. Don't overuse calls to action
There can be multiple calls to action (CTAs) in your email, but that doesn't mean they all have the same priority in your newsletter. So, how do you choose? Determine exactly which CTA is the most important . This is the primary action you want your subscribers to take.
You need to know clearly what you want your subscribers to do, whether it's a simple click to a blog post or a sales . Then describe your other CTAs, which should all be "just in case" options .
3. Write a catchy subject line
The subject line of your newsletter is crucial. Whether or not your audience opens the email . Even if your subscribers sign up to receive your emails, there's no guarantee they'll read them once they arrive in their inbox.
Try changing your style and being inventive . At first, it will be difficult to find a catchy subject line for an email, and you may have to throw out many ideas until something works.
To discover what resonates with your audience, experiment with different subject lines (playful versus serious). You can run A/B tests with multiple subject lines using email marketing software like Magileads to find out which ones your audience responds to best. When in doubt, stick to the KISS principle by telling them “exactly what you need to tell them” in the subject line .
4. Don't try to oversell
How many times have you received an email newsletter in your inbox only to discover it was simply a sales pitch from a company? Many brands launch newsletters hoping to offer deals, discounts, and other special campaigns to attract customers.
But if you send your customers too many marketing emails, they'll get tired of it . Your potential customers might start ignoring your emails, unsubscribing, and worse, the offers might no longer be attractive . (If you're always running sales, what's so special about them?)
Instead, strive to balance the content of your newsletters and provide added value to your subscribers' daily lives . Send emails with informative content , contests, and other educational material, and reserve sales emails for truly excellent . A good rule of thumb for what type of emails you should send, and how often, is that 90% should be educational and only 10% should be promotional !
5- Give your subscribers a choice!
By giving your subscribers the ability to personalize their preferences, you will significantly increase your open rate . Customers are more likely to open emails when they can choose how often they receive them.
Don't forget to add an unsubscribe option . Trying to find a way to unsubscribe is one of the most frustrating things a customer can experience. Ultimately, you want your users to have a positive experience .
Regarding your preferences, be as specific as possible. Tell your readers how often they can expect to receive your updates and what the content of each newsletter will be.
When creating your newsletter, don't neglect the design . The layout should be well-organized and easy to read, while remaining visually appealing and consistent with your brand's aesthetic. Consider using call- to-action to encourage readers to interact with your content.
Make sure the email is relevant and that readers can easily navigate the different sections. The appearance of your email influences how readers perceive your information and how much time they spend reading it.
SEE ALSO: How to improve B2B customer loyalty through newsletters?
Did you know you can create an interactive version of your online newsletter and embed it in your email? With tools like Paperturn , you can add pop-ups, additional product information, extra photos, links that take your readers directly to shopping sites, and much more! There are so many ways to use these features to add an extra layer of interactive content to your newsletters, making them even more engaging for you and your customers.
Bonus:
- Use catchy titles and subject lines to pique the recipients' curiosity right from their inbox.
- Don't forget the CTAs to encourage readers to click and take action.
- Highlight important passages in bold to emphasize keywords and make the content more readable.
- Incorporate unique graphics and branding elements to strengthen your company's visual identity.
- Maintain active white space in the design to avoid visual overload and make reading more enjoyable.
Tip: While you may want to improve the design, avoid cluttering your wireframe! The balance between visual elements and textual content is essential to ensure a user experience .
Let's recap!
Newsletters are a cost-effective way to reach your current and potential customers . A great newsletter can also speed up the sales process and help you build stronger relationships with your customers , making it an extremely valuable part of your overall marketing strategy!
By following these tips and tricks, you'll be able to create engaging and effective newsletters . By paying close attention to the subject line, call to action, added value, and visual appeal of your emails, you'll significantly improve their open and read . Keep in mind the importance of giving your subscribers choices and offering a educational information and promotional content
