Mark Adams
Newsletters are a highly effective tool in the email marketing toolbox; they are a fantastic way to showcase brand content, new products, and promotions in a way that engages and directs customers to your website. Creating a successful campaign can be trial and error for small businesses looking to scale up their organizations. A newsletter should inspire potential readers to open them from the moment they read the subject and drive those potential customers to engage with the clickable links directing them to the website while creating a positive brand perception. Our guide covers 7 tips that can help you create a successful email marketing campaign using professional email templates and newsletters to drive client engagement and sales.
Send Regular Newsletters
A common mistake that many new businesses make with their newsletter is sending them out sporadically. By not delivering newsletters to your subscribers at regular intervals, your customers are likely to forget about you and may not recognize your brand’s emails when they arrive, which could lead to many people unsubscribing. Create a distribution schedule that your customers can rely on, but be careful not to bombard them with too many newsletters in a short amount of time; this is also likely to result in many people unsubscribing, which could cause a downturn in sales. Instead, set up a monthly newsletter to ensure repeated engagement where your subscribers are excited to see your newsletters hitting their inboxes.
Personalize Your Correspondence
Newsletters are typically friendly and casual exchanges between your business and the subscriber, which is why personalization is essential for a successful email marketing campaign. You want your customers to feel like you know them and that you’re providing great content specifically for them. If possible, you can take a more traditional approach, like direct mail, as many direct mail statistics show they are still very effective. Address your subscribers by name, and if possible, go further by tailoring the content to their purchase history with your company. For more information on creating your newsletter, learn how to make a newsletter.
Concise And Engaging Subject Lines
Concise and engaging subject lines are more likely to encourage your customers to open the newsletters than if you were to use a long string of text. Focus on encapsulating the essence of each newsletter in your subject line, but ensure that you keep it short. Many recipients will be using a cell phone and may not be able to read the whole subject line if it is too long, which could lead to them ignoring or deleting the email.
Direct Clients To Your Blog
If your business has a blog, many of your customers might not have taken the time to read through the articles you’ve posted. Don’t be afraid to utilize your newsletter as a tool to drive more eyes to the content on your blog. Even if your clients have seen your blog, it doesn’t hurt to remind them of helpful guides or informative articles that they may have found useful previously. Be careful not to link the same blog posts in every newsletter; unless the post has been extremely popular, it’s best only to link the content every three months.
Eye-Catching Headlines
In today’s digital world, many people find that their email inboxes are overloaded on a daily basis. Without an eye-catching headline, there’s a good chance that the people opening your newsletters will only skim the content without reading the newsletter.
It’s essential to write a headline in the body of your newsletter that stands apart from the main content with eye-catching and snappy wording. A clear and well-executed headline will draw the readers in and encourage them to read the newsletter as a whole rather than skimming it.
Utilize Short And Intriguing Descriptions
A common mistake by many companies is including full articles in their newsletters, and while this is ok for brands where this type of newsletter will reinforce their brand, for many, it is detrimental to their sales. When your subscribers receive newsletters that are a block of text, it can be overwhelming for them, and many move on to the next email without reading the content. Instead, provide a few sentences of teaser content below the headlines to direct people to your website for more information; this will give them a glimpse of what you are offering while utilizing the benefits of short and intriguing descriptions to reel them in.
Design With Purpose
Design the layout of your newsletters with a purpose; consider what your goal is when you plan your email marketing strategy and incorporate this into the designs. Clear and simple formats are a fantastic way to direct your readers to each section of the newsletter without them becoming overwhelmed by a busy or overstimulating design. If you use too many images, sidebars, or subheadings in your newsletter, this could distract your readers from the true purpose of your newsletter, which is to direct them to your website in order to drive sales. A common mistake by businesses during their first campaign using newsletters is to be tempted to force everything they want to say to their subscribers into one newsletter; it’s imperative that you remain focused on engaging your clients by encouraging them to follow the snappy headline and descriptions to your website.
