There's a lot that you need to do while marketing your brand, and creating a newsletter is one of them. It’s the best way to reach out to your customers directly with personalised offers and information.
Now, before you begin sending an email newsletter randomly to your email subscribers, you need to plan things out. There are many things you need to take care of like:
Phew! That’s a lot to do.
But lucky for you, we’re going to break things down in this post so that you can craft perfect newsletter copy that makes your subscribers want to click open. Every. Single. Time.
Read on to find out what you can do to design your email newsletter in minutes.
Before we start listing down the simple steps you need to create an effective email newsletter for your company news, let’s take a minute to talk about what they are.
An email newsletter is basically an email you send out to your subscribers on a regular basis updating them about things that are happening in your company, new products that you’ve launched, new offers and discounts, or even new blog posts that you’ve written.
Sending newsletters are a great way to keep in touch with your customers. Through them, your customer is well informed about your business. You are the first company that pops into their mind when they want to make a purchase or use a particular service that you offer.
Newsletters bring familiarity of your brand identity and are an excellent marketing tool.
Follow these simple steps to create great emails and make sending newsletters to your subscribers easier:
It is a wise idea to first have a larger content strategy into which your newsletters fit in.
Are you trying to push sales for a particular product through your emails? Or are you trying to increase your website traffic?
Once these goals are determined, put them in writing and move on to the next step.
The next step is to research and collect information that you want to send in your emails. This will fall in line with your goals for the letter.
You can choose to produce fresh new content that you have researched and written, or you can curate content from sources like your blog or social media platforms.
Make sure that the content you gather is relevant to your audience and addresses a certain pain point that they have.
It’s best to create a template for your newsletters so that you don't waste time reinventing the wheel every month.
Choose a simple newsletter design that reflects the voice of your brand and be consistent with color schemes and font color. That way your emails are easily recognisable to your audience.
Also make it easy for readers to print your newsletter by minimizing the number of colors in the mail.
Do not waste too much time on designing the ‘perfect’ email; just a plain text email will also work wonders if you have the right content.
Another important tip here is to ensure that your email newsletter design is optimised for different devices. Remember, your content will be read by people on their mobile devices, tablets, and desktops.
Having a newsletter design that is easy to read on all devices is essential.
After you’ve decided what content you’re going to put into your effective email newsletter and you’ve determined the design template of your email, it’s time to start writing.
Flesh out your outline and make sure to write compelling copy.
You email should not be too long and boring. You can choose to just write a small email if that serves the purpose. But writing long emails will only put off your readers form opening future emails from you.
Keep in mind the size of your email in case you’re using newsletter templates. Your subscribers will be reading your emails on various devices, so check to see if your emails are optimised.
Always put a Call-To-Action (CTA) in your emails. This will allow you to reach your goal more easily.
A CTA could be as simple as asking them to forward the email to their friends or to read a recent blog post you’ve written. Whatever it is, make sure your CTA is clear and compelling.
You could also add your CTA in the form of a button to make it more attractive to your subscribers.
There's nothing more boring than a generic email that says, ‘Dear Customer’.
Add in your subscriber’s first name that they used to subscribe. This will make it more personal and make your subscribers feel like you were talking to them directly.
However, don’t go overboard with you personalisation. If they keep hearing their name multiple times throughout the email, it will just creep them out.
Instead of sending the same email to everyone on your list, try segmenting them so that each subscriber gets emails according to his or her interests.
This will allow your subscribers to truly enjoy receiving your emails without having to sort through all the stuff that doesn't apply to them.
An easy way to segment your list is to take a poll and see where your subscribers’ interests lie. You can then send them targeted emails that they would love to open and read.
While sending an email newsletter make sure you put your name or another staff member's name in the from address field so that it sounds like its coming from a real person.
People hate spam, and most email servers have spam filters to block them.
Adding a recognisable sender's name will help build familiarity with your audience and build trust.
If you have too many colors in your emails, change the font and color scheme to reflect your brand.
You can use a drag and drop editor to create beautiful newsletters.
Your subject line is what gets your subscribers reading your emails. If the subject line is boring or unclear, chances are that your emails will not get opened - and all your hard work goes down the drain.
Craft a subject line that is not more than 60 characters long.
It should be enticing and create just the right amount of curiosity in your readers.
It should be clear and most importantly, convey what the email is about.
If you are creating image based email newsletter templates, it is best to include alt text for the image. This is because not all browsers support images the same way, and your readers will be able to know what the image is about by reading the alt text.
Additionally, support the newsletter templates with plain text so that readers can read your email and click on your links/ follow your CTAs even if the images don’t load properly on their browsers. This will improve your click rates and conversion rates.
Complying to all related laws is very important if you do not want your company facing unnecessary legal complications because of it.
For instance, it is necessary by certain laws that you include your company's address at the bottom of your email, in the footer area. Also, you need to clearly provide an unsubscribe link so that subscribers can easily opt out of your email list if they want to.
GDPR compliance is also essential. One of the requirements of GDPR is that you do not send emails to residents of Europe unless they have specifically opted in to receive your newsletters.
Finally, once you are happy with the content and the subject line, and have proofread your email, it's time to send it out to your list.
Remember, do not go after perfection. Only when you put yourself out there you will be able to improve your email marketing. Which brings us to our last point:
Be ready to test out different types of emails.
A/B testing is when you test out two different emails that differ in a certain aspect (maybe a different kind of subject line, or different form of content) and the test out which works better.
Analyse your metrics and go with the type of emails that are getting a better response from your readers.
There are tons of different ways you can promote your newsletter and grow your subscriber list. Here are some of the most popular ways:
If you have social media profiles for your business, you can use them to promote your email list.
Most people who follow you on social media platform are interested in learning more about your website or business, and would be happy to get on your list.
People love receiving gifts and freebies.
Create one or two awesome freebies that you can offer them in exchange for their email addresses. Of course, you will need to make it clear that they will be added to your subscriber list if they want to access the freebie.
If you have marketing material such as brochures and flyers for your business, you can promote your email list there. Leave a link to your landing page so that your target audience can find you easily online.
Email your current list and tell them you are offering some great discounts or freebies for those who refer your business to their friends.
If their friends sign up with their link, you can reward them for it.
The most important way to promote your email list is through your website or blog.
Add compelling CTAs on every page of your website or every blog post that you publish so that your visitors have a chance to sign up.
Tip #1: Plan out your email marketing strategy clearly so that you know what emails to send every week/ month.
Tip #2: Narrow down on your target audience. When you create your ideal reader profile, you’ll know exactly what you reader is looking for in your emails.
Tip #3: Avoid being too salesy in your emails. Maintain a nice balance between value and sales pitches. For instance, for every email you send them promoting your products or services, send them three emails that offer nothing but value and free advice.
Tip #4: Always include a call to action on your emails. Every email you send must have a purpose or a certain goal. CTAs are a great way to reach those goals.
Tip #5: Add you contact information in your emails. Provide a way for your subscribers to reach out to you in case they have questions or want to do business with you.
Tip #6: Add photos or graphics to make your emails fun and interesting. But remember not to overdo it, or you might trigger spam filters from certain email providers.
Tip #7: Highlight important points. Making your email content scannable is very important. Your readers are busy and may not have the time to read every word of your emails. Make important wording bold or in a bigger sized font. Highlight you CTAs in different colored text or use buttons to make them prominent.
Tip #8: Maintain your brand’s tone in your emails. Your newsletters are going out to your subscribers on a regular basis, and they need to reflect what your brand stands for. Make sure that the color scheme and font color used in your emails are consistent so that your brand kits are easily recognizable and memorable.
Tip #9: Avoid a fancy graphic design and fonts. You don’t want to distract your subscribers with over the tops designs or glaring colors. Use fonts that are easy to read and not a strain on the eyes, and change the color scheme to a more appealing one.
Tip #10: Include lots of white space in your emails. White space helps readers rest their eyes, and makes the whole email look easy to read and less overwhelming. Avoid large blocks of texts - break them down into smaller sentences and paragraphs that are easily digestible by your readers.
Now that you have understood the trick to great newsletter copy, go ahead and send those emails!
Your subscribers will be waiting eagerly for your next newsletter when you provide them with a valuable and pleasant user experience!