Writing a Compelling Email Newsletter
When it comes to marketing your business, a newsletter can be a powerful tool. It allows you to connect with your customers on a regular basis, keep them updated on your latest products or services, and build loyalty among your customer base. But how do you write a newsletter that is both compelling and effective?
Businesses have been using newsletters as a way of marketing themselves since the 18th century, and that’s because when done right, they work. Research has shown that newsletters are one of the most effective marketing tools available, with a return on investment that far outweighs other more traditional methods such as television or radio advertising.
Tips & Tricks
If you’re looking to create a newsletter for your business or revamp the way you’re currently doing newsletters but aren’t quite sure where to start, here are a few tips and tricks to get you on the right track.
Keep it short.
In today’s world, the average person’s attention span is only eight seconds, so you need to make sure your newsletter is short, sweet, and to the point.
Get creative with your subject lines.
The subject line is what will determine whether or not someone actually opens and reads your newsletter, so make it count.
Write compelling content.
This may seem like a no-brainer, but it’s important to remember that the content of your newsletter needs to be interesting and engaging enough to hold your reader’s attention. Remember, short attention spans.
Use eye-catching images and infographics.
You know what they say, a picture is worth a thousand words, so use images and infographics to break up large blocks of text and add visual interest to your newsletter.
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Keep it consistent!
Consistency is key when it comes to any marketing material and a newsletter is no different. You need to be consistent with both the frequency of your newsletter as well as the overall tone and voice. Customers appreciate when they know what to expect from you.
Make it personal.
One of the great things about newsletters is that they allow you to really connect with your customers on a personal level. Use this opportunity to share your company story, highlight customer testimonials, or introduce readers to your team. A newsletter is a great way to give your customers a behind-the-scenes look into your business.
Have a clear call to action.
Every newsletter should have some sort of call to action whether its directing readers to your website, encouraging them to sign up for a free trial, or inviting them to attend an event. Without a call to action, your newsletter is really just another email taking up space in someone’s inbox!
Proofread, proofread, proofread!
This may seem like an obvious one but it’s important nonetheless. Always make sure you proofread your newsletter. A single typo can make your entire newsletter look unprofessional, so take the time to double and triple check for any errors before you hit send.
Use an email marketing service.
If you’re not already using an email marketing service such as MailChimp or Constant Contact, now is the time to start. These services will not only help manage your newsletter list but also provide helpful templates and design tools to make creating your newsletter a breeze.
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Avoid these Common Mistakes!
Now that you have a good idea of what it takes to write a great newsletter let’s dive into what things to avoid.
Sending too frequently.
Staying top of mind is important, but you don’t want to bombard your subscribers with too many emails. Find a happy medium when it comes to the frequency of your newsletters. Once a week or once a month is usually a good rule of thumb.
Being too sales-y.
Yes, your ultimate goal is probably to increase sales but that doesn’t mean every single newsletter needs to be focused on selling something. A mix of informative articles, company news, tips, and tricks, etc. will engage and inform your readers.
Overwhelming readers with too much information.
Remember, you want to keep your newsletter short and sweet so resist the urge to include every single detail about your company or product. Nobody is going to read a novel length newsletter. Stick to the most important information and save the rest for another day. This allows you to spread out your content and make it last longer, elevating the constant need to come up with new content.
We can’t stress this one enough! Always, always, always make sure you proofread your newsletter before hitting send. A few quick spell checks can go a long way in ensuring your newsletter looks professional and polished.
Need Some Inspiration?
Need a few ideas to get you started writing your first newsletter? Consider these openings:
- “Welcome to our first newsletter!”
- “It’s been a busy few months and we’ve got lots of news to share!”
- “We’re excited to launch our newsletter and share some of our favorite things with you!”
- “Thanks for subscribing! Here’s what’s new this month…”
- “We’re so excited about the launch of our new product we wanted to give you an exclusive look!”
Once you have your opening, the rest will start to flow. Just remember to keep it consistent, personal, and to the point. Have fun with it! Make sure to show your brand’s personality. If your brand is fun and youthful, your writing should be as well!
If you’re feeling stuck, there are plenty of newsletter examples and templates out there to help give you some inspiration. Here are a few websites that have great newsletter templates and examples:
- Constant Contact
- Benchmark Email
With a little effort, you can easily create a newsletter that your subscribers will actually want to read. Just remember to keep it concise, on-brand, and full of valuable information! Oh, and don’t forget to proofread!
Do you have any newsletter tips or examples to share? We’d love to hear from you! Happy writing!