An effective email newsletter is an essential part of creating a content strategy. An email newsletter is content delivered straight to a potential customer’s inbox directly from your brand. It can contain anything that your brand wants, but each newsletter should be created to increase the likelihood of an eventual sale while providing quality content.
Today, we’ll talk through why these newsletters are so important and give you 7 tips to making them work for your brand.
Why make an email newsletter?
The most important reason to make an email newsletter is that they work. This is because they reach your leads where they already are – their inboxes!
Think about these two facts:
- 40% of marketers say email newsletters are their most important marketing tool
- 99% of people check their email daily
This means that your newsletters have a powerful capacity to reach the right people, at the right time. They keep your brand at the forefront of your potential customers’ minds and are a way for you to get the word out about promotions and new offerings quickly and effectively.
The goal of an email newsletter is to provide real value to your leads so that they will remember you when they need a service or product you offer.
So, how do you make it happen? Here are 7 tips.
1. Provide real value
When a customer gives you their email address, they’re trusting you with a piece of sensitive information. An email address isn’t free – it’s exchanged in return for something. Make good on your part of the bargain.
Real value includes things like:
- Links to informative blog posts
- Practical tips and suggestions within the email
- Information about sales and discounts
- Interesting visuals
- Anything humorous
Real value keeps your customer subscribed to your newsletter in the first place.
2. Make it visually appealing
Your newsletter should look good. It doesn’t have to have animated graphics or its own customized font – but it should have a cohesive design theme throughout. Here are a few ideas to make it interesting:
- Make a customized header for the top of your newsletter
- Include images throughout to keep the reader engaged and interested
- Use variations in colors and fonts to keep the information interesting and easily understood. We often use a different color to distinguish hyperlinks, for example.
3. Include a call to action in all email newsletters
Every piece of marketing collateral should have a call to action (CTA), and you want a stronger CTA than an implied please remain subscribed!
Example CTAs include:
- Learn more about our services
- Download our free ebook
- Get a free consultation
It can be anything that indicates a “next step” in your relationship with a potential lead. Before you write any copy or select any design components to your newsletter, determine the call to action. Then, make every component of your newsletter subservient to it so that the reader is guided to the CTA.
4. Make sure your copy is short and sweet
No one wants to read a long email. Don’t be the brand that gets ignored because you’re too long-winded.
Make the copy in your newsletters concise, clear, and effective. In general, once you have a draft written out, try to shorten it by at least 20%. You’ll be surprised by how many words you don’t need – and how much more clear the final product is.
5. Send email newsletters on a schedule
Think about the schedule that you’d like to use for sending your email newsletters. For some companies, it makes sense to send one every week, while others send them on a quarterly basis.
Think about the amount of content that you can produce, come up with a schedule, and stick to it. This way, your readers will know when to expect it from you and you’ll be able to establish regular contact.
6. Make sure it works on a phone
Almost as many people check their email on a phone as a computer. Indeed, 46% percent of all email opens occur on a mobile device. This means that you should test your email newsletters on both desktop and mobile devices before you send it – otherwise, you may have an error that was easily corrected!
7. Stay legal
It can be easy to look over the legalities of email newsletters, but they’re absolutely essential to protect your brand. Every email must include a link to unsubscribe, a real address where you can be reached (P.O. boxes are fine), and an explanation for why this email was sent to someone in particular (i.e. because you expressed interest in…). Don’t overlook these – it adds professionalism and gravity to your brand in addition to ensuring that you are in accordance with the law.
Want to see these 7 tips in action? The Soulheart DMR is a monthly newsletter delivered to your inbox that gives you tips and tricks that you can implement immediately so that your brand starts going now.
Each issue features:
► Three practical business marketing tips you can take advantage of today
► A free instant download to a Soulheart resource – usually an ebook, social pack, or special offer
► A spotlight on an organization that partners with Soulheart to do good in the world
Curious about what it looks like? Check out our Past Issues.
© Soulheart 2020, all rights reserved