E-newsletters are virtual newsletters that are usually sent to people via email. They are perfect for email marketing campaigns because they can deliver all kinds of content, information and important updates. More importantly, they are a fantastic way to form a stronger bond with your customers and clients. However, there is a certain knack to getting an e-newsletter just right. Otherwise, you won’t have the high open-rates and click-through rates that you’re hoping for. Not to worry. We’re here to provide some helpful tips that will see you on your way to creating a successful e-newsletter. Keep reading to find out what they are.
Build an Attractive Template
Looks matter when it comes to email marketing. This means you need to create an attractive template for your e-newsletter that looks professional and aesthetically pleasing. This will reflect well on your business and make your clients/customers more likely to read on. Unfortunately, standard email software doesn’t have the capacity to produce an attractive newsletter template. It tends to look a little shoddy and underwhelming. Luckily, businesses do have free newsletter software on their side. This email marketing tool is able to build an effective, aesthetically pleasing template for you. You can tailor the design to your business, too – choosing your own images, font, colour scheme, content and so on. We suggest using this software and building your e-newsletter up from here.
Write an Effective Subject Line
The subject line of the email is what people will first see when your e-newsletter arrives in their inbox. This means it must be eye-catching and enticing, making sure they open the message as soon as they see it. Otherwise, your e-newsletter could get buried under a pile of other messages, resulting in person never opening it. So, obviously, the subject line needs to be powerful. But how exactly does one write an effective one? Well, firstly, we recommend adding a sense of urgency to your subject line. For example, you could mention a limited-time promotion or 50% sale which is about to end. This will compel readers to open the message sooner rather than later. It’s also important to be very selective with your word choice. Use emotive language. Don’t say you have good products; say you have fantastic products. These things should help you to create a more intriguing subject line, drawing people into your e-newsletter.
Separate Every Section
Nobody wants to read a humongous chunk of text. It’s unappealing to the eye and boring to read. That’s why it’s important to segment your e-newsletter. Start by creating different sections for different subject matters. Then, using newsletter software, create new pages for each article. Finally, break down your written pieces into digestible chunks. A successful e-newsletter manages to convey information concisely, making sure everything is easy on the eye. Most people have busy lives – they don’t have time to read loads of information about your business. By keeping everything nice, neat and succinct, you are much more likely to convince your audience to read everything in your e-newsletter.
Include Calls to Action
If you have worked in marketing, then you have probably heard the phrase ‘call to action’ thrown around quite a bit. This is where marketers use a device to instigate an immediate response or sale from consumers. Usually, CTAs take the form of hyperlinks and virtual buttons which people can click on to be transported to the relevant page. It’s important to include several CTAs within your e-newsletter. After all, the whole point of email marketing is to generate traffic and sales for your business. Ideally, you should implement at least one CTA at the end of each segment in your e-newsletter. For example, if you have a section about winter clothing, then create a button which says: ‘buy now’.
Use Your Writing Skills
Your e-newsletter has three main purposes: to convey information, to build a relationship with your audience, and to subtly persuade them to invest in your products/service. It’s difficult to accomplish all three at once with your writing. Doing so requires background knowledge of persuasive writing. Luckily, we’re here to share some tips with you. For starters, establish a good tone in your e-newsletter. This can be either informal or formal, depending on your business. Secondly, use your language carefully, making sure it is subtly persuasive and informative at the same time. Make your audience feel as though they need your product or service by presenting a solid argument and using emphatic/emotive words. Finally, always keep your writing focused on your target audience. Don’t be self-indulgent or digress. Instead, think about what will genuinely interest your readers.
That’s pretty much everything you need to know about creating a successful e-newsletter. Follow our advice and your email marketing should be engaging and effective.
Author | Emily Forbes
An Entrepreneur, Mother & A passionate tech writer in the technology industry!