Email newsletters are one of the most versatile and cost-effective marketing tools available to businesses of every size. Whatever your marketing goals, email newsletters are an excellent method of delivering your marketing message to a receptive audience that has already given you permission to send them emails. While just anybody with basic typing abilities can write an email newsletter, creating one that actually gets read is another matter. Here are a few tried and tested tips for constructing highly successful email newsletters to get you started.
Provide Useful Information Relevant to Your Audience
If you’re writing an email newsletter for a heating and cooling company, your readers will be much more receptive to an article about reducing utility costs by insulating doors and windows than reading about a new Bundt cake recipe. Tailor your content to your niche, and provide helpful or entertaining information that your subscribers can use and will enjoy reading. Some of the more popular email newsletter topics include:
• How-to’s and tutorials
• Niche or industry news
• Company news and announcements
• Interesting facts and information
• Photos or infographics
Don’t be Pushy
There’s a time and a place for sales pitches and your email newsletter isn’t one of them. Your subscribers didn’t sign on to be subjected to endless sales pitches. Save those for a separate promotional offer-specific email. It’s okay to mention a sale or new product offering, but don’t hit your readers over the head with it. Mention it once and move on.
Keep Your Content Brief and to the Point
The typical consumer only spends about 51 seconds reading an email newsletter before moving on to something else. You can take full advantage of this brief attention span by breaking up your text with bullet points, key takeaways, and specific calls to action – such as “Learn More” or “Watch Our Video” aimed at those readers interested in getting more details. Make sure the letter matches your business graphics, colors and design. A cohesive look is important. You don’t want a boring, or block-of-text newsletter to link to more beautiful web pages. Insert graphics, logos, and links that match your creative design.
Lead with a Compelling Opening Line
You only get one chance to make a first impression and email newsletters are no exception. Skip the boring “Here’s Your July Newsletter,” and write a compelling subject line that sells the reader on opening your newsletter such as “Hot Tips for Staying Cool This Summer.” Be sure to identify yourself in the “From” field with your company name so you get a proper introduction. If you are sending out direct mail, rather than email, be sure to include your company graphics and logo here as well.
Offer an easy and painless way for subscribers to opt out of your list, and remember that an email newsletter is a friendly means of engaging with “friends” who have chosen to share a little bit of themselves with you.
Eileen O’Shanassy is a freelance writer and blogger based out of Flagstaff, AZ. She writes on a variety of topics and loves to research and write. She enjoys baking, biking, and kayaking. Check out her Twitter @eileenoshanassy.