How To Write Email Newsletters People Actually Read

How to write email newsletters

Do you want to learn how to keep customers engaged with your website and business? 

Email newsletters are essential to help you stay in touch with your users, bring them back to your website, and convert them into customers. While this is true, we understand the challenges that come from creating a newsletter. However, don’t let this discourage you! 

Keep reading to learn how to create a winning newsletter that provides value and builds a connection with your subscribers! 

What is an email newsletter? 

Email newsletters are a powerful digital marketing tool because they let you communicate to your customers directly. You can send news, tips, and updates about your product, business, or non-profit in a personalized way to your subscribers’ inboxes. 

By providing the promise of valuable content and relevant promotions on your newsletter sign-up form, people will join your email list by providing their email addresses. These individuals are referred to as subscribers, leads, or contacts.

As a business and marketer, it’s important to use email newsletters to send subscribers product information, new arrivals, and latest updates. For example, your website and blog can utilize email newsletters to send content updates, increase traffic, and build a loyal following.

 

Why you need an email newsletter

Did you know that more than 75% of people visiting your website today will never return? (via Databox). However, having a newsletter sign-up form can help you convert those website visitors into subscribers. 

Without an email newsletter, you are losing potential subscribers and customers every day. Additionally, the average person checks their email about 15 times per day. This will allow you to maintain a consistent and reliable form of communication. 

An email newsletter, when done correctly, will bring value to the customer and enable constant communication. You can build your email list through iContact’s email marketing platform and send bulk email notifications to subscribers regarding your blog updates, website, or other business services.

For more information, see our article on why building an email newsletter is so important.

 

How to create an email newsletter

Did you know that more than 44% of email recipients have made at least one purchase because of a promotional email? A great newsletter includes best practices to make sure it reaches your subscribers’ inboxes. Before we get started, the most important step for any email marketing tool is planning. 

Be sure to know your target audience, your goals for the newsletter, the value you will bring to your customer, and the resources required to create an email newsletter. Planning will pay off when you construct an email newsletter that helps create loyalty, thereby giving one-time visitors and customers the opportunity to go back on your website and continue to engage with your business. 

Here are 7 best practices to keep in mind as you craft your own newsletter

1. Tone

Depending on your target audience, the tone that you select for your email newsletter may vary. Most businesses use an empathetic approach while drafting their email copy and selecting the imagery. However, below is an example where a business catered to their target audience. Krispy Kreme incorporated a current hot topic into their lighthearted newsletter to appeal to their audience. 

2. Feature content (long form vs short form)

Similar to tone, it is important to consider your business and audience when creating feature content. Based on the goals and intent of your business, you can make a choice between short-form and long-form content to reach your subscribers. Additionally, the choice will depend on how much content you have and what you want to achieve. For example, this email newsletter includes short-form content and contains CTAs to order now and view the full menu. They also provided additional content like a testimonial and QR code that would encourage the subscriber to take action. 

3. Pictures/GIF

One important and memorable feature in your newsletter are pictures and GIFs. They are not only visually appealing, but also create an image for your brand. Additionally, they can be used as a storytelling device to help promote your products and blog. Be sure to include compelling images that are relevant and relate to your email content. 

 

4. Include CTAs

An important aspect of an effective email newsletter is the inclusion of a call-to-action button and clickable links prompting subscribers to take action. A great email newsletter will use strong CTAs to drive conversion and send the lead back to the website. In this newsletter, most of the CTAs were underlined to make it stand out and had different phrases depending on the content of that section. 

5. Avoid the SPAM folder

One main challenge that some people may run into is having their emails sent to the spam folder. While there are many reasons why emails are being sent to a subscriber’s spam folder, it is typically because the email content is not following best practices. To avoid this issue, send emails that create interest and engagement only to recipients that expect to receive emails from you. It is important to never use a purchased list and do not send too many emails at once.

 

6. Consistency

As you might have heard, consistency is key. With this in mind, consider adopting some consistent design and tone of voice in your newsletters that will enable users to immediately recognize your emails in their inbox. Therefore, you should show consistency in your design and colours that align with your website. 

 

7. Value

Marketers and business owners will make the mistake of creating a newsletter without any real goals. As a result, they cram a variety of content that isn’t focused on providing value to customers. Instead ask yourself, what value will you bring to the customer? You’ll want to consider ways to diversify your own newsletter content, where each section continually adds value for readers. One section could focus on the company and another on selling products and services. In the newsletter for We Are Travel Girls, they include several sections to highlight different segments of their blogs and it is clear to the subscriber on the values this company has as well. 

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