Email newsletters possess endless benefits. They keep your company in the minds of your customers, have the power to better engage with clients and of course, help you to make more sales.
But all of this is only possible if you are able to create an outstanding email newsletter that people will want to open and enjoy.
Getting your email newsletter right can be a challenge, but following the below guide will make the entire process so much easier:
1. Figure out the exact purpose of the e-newsletter
There’s no point in beginning an email marketing newsletter if you don’t know its exact purpose. What are you trying to achieve by writing the piece? Increase leads? Better qualify them? Boost customer retention levels? Close more deals? Once you have figured out your exact needs from the newsletter, only then can you begin to do your research and craft the piece.
2. Focus on a specific area of business
Perhaps you run a business that offers a wealth of products or services. If so, focus your newsletter on a specific area so that you can appeal to a niche audience. For instance, if you offer women’s beauty products, why not create a newsletter specifically for your younger audience, where you concentrate on your range of youth-specific products and their benefits? The same concept can also be applied to your older target audience.
Honing in on a specific area of your business gives you the opportunity to get higher engagement levels than you would if you produced a newsletter that featured all of your products or services.
3. Be specific when readers subscribe
When readers first subscribe, use this opportunity to inform them about how often you are going to email them and what sort of content they can expect to enjoy. That way, they won’t feel spammed or overwhelmed when they do begin to receive emails from you.
4. Don’t be too promotion-heavy
A newsletter should provide information to readers that doesn’t make them feel as if you are constantly promoting your services. Instead, it should educate, inform and provide readers with industry-relevant information that they will find useful.
5. Choose attention-grabbing subject lines
Your email subject lines can make or break a reader’s decision to delete or open your email, so keep them as creative and attention-grabbing as possible. That being said, make sure that they are true to your content to avoid misleading readers.
6. Keep it simple
The overall design of your email newsletter should be clean and simple, with plenty of white space and not too much copy. Keep your copy concise and incorporate images (with alt text) throughout your newsletter to maintain interest.
7. Test and test again
Finally, before sending out your next email newsletter, test it then test it again. Test all spelling, grammar and punctuation; test all links to make sure they lead to the right page; test a number of subject lines to establish which one will be the most effective. Only click ‘send’ when you and your team are 100% ready with the end result.
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