The best email newsletters lead to clicks, additional engagement, and drive real business metrics. While every company would like to think that their newsletter stands out, this is hardly the case. The majority of newsletters clog up email inboxes, and that results in lost subscribers. Learning how to write a newsletter that is both interesting and engaging can drive a whole slew of real business metrics related to both the bottom line and brand perception.
There are many elements involved in composing an effective newsletter. Understanding each, and the role it has in creating an engaging newsletter that drives business metrics is crucial to developing a well-written and exciting email newsletter.
1. Text Elements in an Email Newsletter
Yes, as obvious as it is, the text is a huge element in composing an email newsletter. However, this doesn’t only refer to the content of the newsletter itself. Additionally, the subject line and sender are crucial aspects in creating an engaging newsletter that inspires readers to click, open, engage, and spend.
Using the wrong sender-name, or subject line can make an email newsletter appear as spam, and inspire readers and subscribers to mark it as such. Worse, subscribers will unsubscribe, and the purpose of the newsletter will be lost. Select an appropriate sender and a unique and engaging subject line to avoid tragic subscriber-loss.
The text of the content is also significant. In that regard, the text should be kept rather brisk and easy to digest. Some say that the best click-through rates are seen on emails that are 200 words or shorter. Yet, it’s essential to keep in mind that every company will be unique.
1a The Font
Keeping the font web-safe is essential to make sure that the email, and the newsletter, maintain their readability. This is also the case when selecting the color scheme and making sure that any contrast involved is reader-friendly. In other words, if there’s a color-design, the text should remain easy to read for the entire demographic included in the sender-list.
Branding is an essential element of every business operation. This is especially true when it comes to customer communications, and company publications, which email newsletters are mostly both.
From incorporating brand-recognizable logos and color-schemes, to keeping the tone and content consistent with the brand’s purpose and goals – there is a significant branding aspect when it comes to email newsletters.
Keeping the branding consistent through email newsletters reinforces the values and goals of that company. A well-designed email newsletter will remind customers why they love engaging with that brand and encourage them to perform actions.
The call-to-action is arguably the most important ingredient in any customer-communication, including customers already in the middle of a customer-journey.
Learning how to write an email newsletter with a strong call-to-action that inspires action will further drive positive business metrics and result in additional sales.
After designing an email newsletter, customizing the template, and creating all of the great content, there’s one final phase before scheduling the send.
Testing. Ensuring that the newsletter keeps its formatting, is responsive across devices and screen-sizes, and includes all of the necessary accessibility is integral. Without a testing phase, unprofessional newsletters will cause issues on your subscriber list.
Testing the newsletter, on the other hand, allows a chance to correct any final errors.
Email remains one of the best ways to reach your customers continually. There are several things you can do to make it useful. You want about an 80/20 mix of providing value in the form of helpful content to sales pitches. Use the tips here to improve your newsletters, so you’re getting more return on your efforts.