Email marketing is utilized by thousands of businesses of all sizes across the globe. Those who are unfamiliar with this method of advertising may not immediately understand why it is so popular with companies in a variety of industries but email marketing is seen by many as vital marketing tool.
Creating a good email newsletter is key to having a positive response and a successful email campaign. Below are some tips that we recommend on how to write a good email newsletter.
Create Relevant Subject Lines
This is by far one of the most important things to writing a good emails newsletter. People go through their inbox at least once a day just to remove spammy emails. There’s just too many emails and not enough time in the day to read them all.
It’s critical for your emails have a subject line that makes people want to read more! People are looking for an excuse to delete your newsletter…so don’t give them one!
Avoid using poor subject lines that are way too long, or really won’t connect with readers. Instead, use something that grabs attention like an interesting topic or headline from the newsletter, such as: Grow Your Business Exponentially.
Don’t know what subject line works best? Try an A / B test by sending two campaigns at the same time to two different lists. Using reporting features in Mailchimp will allow you to compare open rates and optimize your subject lines effectively.
Finally DON’T make your subject lines too long, and DON’T use acronyms to make them shorter!
Length and Frequency
The more frequent your newsletter, the shorter it should be. People are ok with reading emails that are short and frequent; but no one wants to get an email that is way too long every single day! If you are looking to send an email each day (which I never really do) keep it short and sweet, have images and ENGAGE your audience. Ultimately you want to create value for your subscribers and not spam them with sales message everyday. Personally twice a month or once a month emails are pretty good, they can be longer and are not seen as spammy as more frequent emails.
Organization through scheduling is also a big plus, as you can train your subscribers to expect an email from you on a specific day / time every month.
Make it Engaging
Personalization – People love to hear their own name! By including a personalized email that speaks to the reader, strokes their ego, and gives relevant information your email will be sure to draw them in.
Engagement is mobile – Everyone uses their phones for conducting research. Cross device usage is a way of life, even if you can’t measure it, be prepared for it. Creating a responsive email is only step one, you need to ensure that your emails are also view able at any time and that recipients can engage with your call to action when they are on the move.
Call to action – I’ve said it before and i’ll say it again, have a call to action! Email marketing is great for taking advantage of impulse buying. There aren’t many other marketing platforms which allow customers to go from browsing an offer to purchasing an item within a couple clicks. If you want to sell something, have a tempting call to action and a link straight to the product, email newsletters can drive sales like no other channel.
Tone and Attitude
Every brand has its own tone and personality, which is adapted to various contexts. The best email marketers in the world, no matter what industry they are in – say the same thing: make your newsletter’s tone personal and casual. People want to see a little humanity behind the corporate mask and respond better to newsletters written by one particular person at a company who they can get to know over time through little personal comments in the emails.
Don’t know what to say? One of your best resource is your OWN email inbox. Take an hour to go and sign up for some newsletters. Start with your competitors’, but also choose a few on your favorite hobby or topics you’re interested in. Look for good ideas you can use; note what makes you open an email (or delete without reading); form an opinion on what formats are easiest on your eyes; consider the tone. You’ll be surprised at all the ideas you’ll end up with, often from the most unlikely sources.
Double Check then: TEST, TEST & TEST
One of the worst mistakes you can make is not double checking and not checking how it actually looks by sending yourself a test email. If your regular and you used a saved template make sure that the links are right and that they go to a working page. Send yourself a test email to view it on your computer and phone to see if there are issues. This is a really important step so don’t forget to do it!