Newsletters are a great tool for branding and marketing. They give you the opportunity to communicate directly with your customers and improve their loyalty.

It's no longer just a question of content! Modern newsletters should have an eye-catching subject line, a targeted call to action, provide value and be aesthetically pleasing.

Here are 7 best practices that will improve your newsletters, add real value to your inboxes and help you create effective email marketing campaigns.

1- Keep it simple (use the KISS principle)

A successful newsletter should have short and direct text. In fact, if your email is longer than it should be, your subscribers won't read it . You have a short attention span, so the majority of readers are unlikely to read a newsletter that takes more than a few minutes.

So be sure to follow the KISS (Keep It Short and Simple) concept , where templates and/or systems should be as simple as possible, when writing documents of any kind. Keep in mind that your newsletter should serve as a starting point to capture your readers' attention and inspire them to take action .

For example, include a brief teaser from your most recent blog post and send your followers to your blog to read the full article . Finally, concise language will make it easier for readers to navigate your newsletter and make them want to learn more.

2- Don’t overuse calls to action

There may be multiple calls to actions (CTAs) in your email, but that doesn't mean they all have to have the same priority in your newsletter. So, how to do it? Determine exactly what your most important CTA is . This is the main thing you want your subscribers to do.

You need to be clear about what you want your subscribers to do, whether it's a simple click through to a blog post or a sales goal. Then describe your other CTAs, all of which should be “just in case” possibilities .

3- Write a catchy subject

The title of your newsletter is essential. opens the email or not will depend on the subject of your newsletter . Even if your subscribers sign up to receive your emails, there's no guarantee they'll read them once they appear in their inbox.

Try changing your style and being inventive . At first, it will be difficult to come up with a catchy title for an email, and you may have to toss around a lot of ideas until something sticks.

To find out what appeals to your audience, experiment with different subject lines (fun subject lines vs. serious subject lines). You can A/B test 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 concept 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 that it was simply a sales pitch from a company? Many brands start a newsletter hoping to offer deals, discounts, and other special campaigns to attract customers.

But if you send your customers too many sales-oriented emails, they'll get bored . Your potential customers may start to ignore your emails, unsubscribe and, worse, the offers may no longer be interesting . (If you're always shopping for sales, what's special about them?)

Instead, strive to balance the content of your newsletters and add value to your subscribers' daily lives . Send informative emails, contests, and other educational content, and save sales emails for deals that are truly great . 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 the 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.

Also, don't forget to add an unsubscribe option . Trying to find a way to unsubscribe is the most annoying thing a customer can experience. Ultimately, you want your users to have a positive experience .

When it comes to your preferences, be as specific as possible. Tell your readers how often they can expect to receive your news and what each newsletter will contain.  

6- Improve the design of your newsletters

When creating your newsletter, don't neglect design . The layout should be well-organized and easy to read, while remaining appealing to the eye and consistent with your brand aesthetic. Consider using call-to-action buttons to encourage readers to interact with your content.

Make sure the email is relevant and readers can easily navigate through the different sections. The appearance of your email affects how readers perceive your information and how much time they spend reading.

SEE ALSO: How to improve B2B customer loyalty through newsletters?

7- Add interactivity to your newsletter

Did you know that you can create an interactive version of your online newsletter and integrate it into your email? With tools like Paperturn , you can add pop-ups, additional product information, additional 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.

Bonuses: 

• Use catchy titles and subject lines to arouse the curiosity of recipients right from their inbox.
• Don’t forget about CTAs to encourage readers to click and take action.
• Bold important passages to highlight keywords and make the content more readable.
• Integrate unique graphics and branding elements to reinforce your company's visual identity.
• Keep active white space in the design to avoid visual overload and make reading more enjoyable.

Tip: Although you want to improve the design, avoid cluttering your wireframe! The balance between visual elements and textual content is essential to ensure a pleasant user experience.

Let's recap!

Newsletters are a cost-effective method of reaching 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 marketing strategy !

By following these tips and tricks, you will be able to create engaging and effective newsletters . By paying particular attention to the subject, the call to action, the added value and the visual aspect of your emails, you will considerably improve their opening and reading rate . Keep in mind the importance of giving your subscribers a choice and offering content balanced between educational information and commercial promotions.