Email newsletters help a person or business connect with an audience and increase sales, as long as they are effective. The power of email in a marketing standpoint is very strong as a writer is able to personalize an email to a specific person or core target, which in return allows for a recipient to engage more with the company on a personal level. Because of this, this allows marketers to easily convince readers to purchase their products and generate profit.
In this article, we will tackle on what an email newsletter must include, the steps to create one, and tips on how to make it effective and successful for your website.
Elements of a Good Email Newsletter
- Excellent Content Marketing: This talks about the meat of the newsletter. Its purpose is not to sell, but to help provide interesting topics that will educate recipients. It must be short yet engaging and relevant.
- Knowledge of Audience: Make sure you have an idea or understand who your target audience or groups are. Keeping in mind who you are speaking with, their interests, and why they have subscribed to your email list means higher clickthrough rates, as well as more customer conversations.
- Powerful Subject Line: This creates the first impression of a newsletter and gives a short overview of what the newsletter is about. Do avoid tricking people into opening your newsletters with persuading subject lines that have nothing to do with the content as this will lose your credibility and the trust of readers.
- Visually Appealing Templates: Be consistent with adding in your logo, contact information, and other features by placing them on the same place every time for readers to locate your content and focus their attention to it. Also, make sure it is formatting that it works for all types of devices.
- Contact and Social Information: Include social media icons for your networks at both the top and bottom of your emails so they can easily interact with you via social media. This allows you to easily remind your subscribers regarding your latest content. Make sure you include the link to your website on your socials to increase traffic to your site.
- Call to Action: This talks about what you would hope your subscribers to take after sending in your newsletter.
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Steps to Make a Great Email Newsletter
- Create a goal for the newsletter: How does your newsletter fit into your larger content strategy? Allow your newsletter to either generate leads, send traffic to your website, or reach more contacts. Your goals must also be relevant to your overall marketing and business goals.
- Gather content: How one can actively or passively find content is dependent on how early you set goals for your newsletter and when you plan on sending these. Active is the manner of hunting down content that will target a particular goal. On the other hand, passive means you stumbling on content while researching and browsing for other content, but realizing it matches well.
- Designing: It will save you a lot of time if you already have a concept in your head on what your newsletter would look like before writing copy. Having a flashy template isn’t necessary as long as color formatting and the corresponding texts look great. The newsletter must also be legible for the recipients to read, scan and click elements of the email, and must also be mobile-friendly.
- Add in content: Fill in the newsletter with photos, words, or even artwork that is relevant to your goal. Keep the copy simple and brief to encourage clickthroughs. Add in some images in order to support your copy.
- Personalize: Make recipient feel like you wrote the newsletter personally for them. By choosing content that a certain group of people will enjoy, adding personalized tokens, and including smart content will make your newsletter feel more personal and can reach a better audience.
- Create a subject line and sender name: Studies show that having a sender name from a real person had more opens and clickthroughs as opposed to having company names, but try running an A/B test first to see which works for you. Just make sure it is recognizable so that recipients don’t become confused as to why they have received your email.
- Tidy up: Make sure alt text and plain text appear even when a picture isn’t loaded since not all email providers load images properly. Make sure links are clickable and understandable with what the email is without the photos.
- Be legally compliant: Make sure your emails are all good in light of legal perspective especially with CAN-SPAM, wherein a footer with your email address and a quick manner of unsubscribing from emails is required among other things.
- Test different browsers and email providers: Check if your email code looks fine on all internet browsers by testing out emails in the most popular browsers and email providers.
- Send: Send your newsletter to your recipients and wait for data to roll in.
Simple Tips for an Excellent Email Newsletter
- Balance information with promotion: Though the focal point of newsletters is to provide readers with helpful information, it is perfectly okay to promote your own products and services or affiliate links as long as it does not dominate the newsletter.
- Make an enticing header: Being that this is found at the top of the newsletter, a catchy header would be the first thing that readers would see, meaning you want to think about this thoroughly. Allow it to represent you the way you want it to, and that it meets the needs of those you are sending to. Take the time and effort to create a beautiful image that both aligns with your identity but also creates an emotional connection between you and your subscribers.
- Keep track of schedule: Having a consistent schedule allows readers to know what to expect. This allows readers to fit your reading material into their schedules.
- Stay on brand: This is highly important for marketing success. This helps with recognition and engagement since people like knowing what to expect, and creating consistent newsletters can help maintain subscribers.
- Test it: To know if your email newsletter is effective on your target group, send it out to your friends, relatives and focus groups for initial reactions and critiques. This can aid you in determining which version of your newsletter readers will more likely click to. Simply take feedback and improve.
Types of Email Newsletters
- Magazine Style: Great choice if your primary newsletter goal is to drive traffic for your website. Viewers who want to read the article you are advertising must visit your website. This comprises of the short excerpt for multiple articles which are accompanied by a variety of link that transports viewers to each highlighted full article on your website.
- Hybrid Style: Great if you are wanting to both inform your readers and promote a product or service. Readers will see a larger excerpt that links to a website for more information. These do not cover many topics compared to a magazine style newsletter. The more a reader is exposed to your newsletters, the higher the influence your audience may interact with your business more often.
- Single Topic Style: This shares information regarding a single topic or idea. Links are usually unnecessary, therefore not ideal when sending newsletters for marketing purposes because this limits reader’s reason to visit your website and learn more about your brand. This is sent out to contact more frequently than other styles of newsletters.
Email Newsletter Template Sizes
There is no need to worry about the height of an email newsletter as all emails can be scrolled up and down, depending on the length of its contents. However, the standard width size of an email newsletter is 600 px, though anything below 620 px is safe.
Email Newsletter FAQs
What is the best way to build an email newsletter?
First, establish your specific goals whether it is for marketing, simply creating website traffic, for customer retention etc. Next, make sure each section of your email newsletter coordinates with the overall digital marketing plan of the company. And finally, create a process for continuous improvement.
How should I test and optimize email campaigns?
Ask yourself how to improve engagement, formulate a hypothesis (example: will sending email newsletter at night result in higher levels of engagement?), test your hypothesis, analyze and take note of the results to see if a hypothesis is correct, and learn from the results to better your performance.
What is the most important part of creating email newsletters?
It is nearly impossible to change anything once you hit the “Send” button to recipients. Should there be a misspelling or wrong information or missing items, the results can be chaotic. Have a pre-send checklist and have an external writer/proofreader read through the content to check for mistakes.
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