A good newsletter campaign can be a goldmine for your business, as emails generate more leads than any other communication channel. According to McKinsey researchers, you’re nearly 40 times more likely to get new customers from email marketing than Facebook or Twitter.
The very name of a newsletter suggests an email form containing relevant news and updates, which in their turn are to keep the audience engaged. At the same time, their essential function is to push users to conversion. Thus, an email newsletter appears to be an excellent option to engage with existing and potential customers.
Furthermore, a good email newsletter campaigned is tailored to the needs of both your business and your customers.
How do email newsletters work?
A good newsletter is not an email with your company updates. It is a carefully drafted copy sent regularly to your subscribers to inform them about brand-related news. Furthermore, this copy provides exclusive information with a slight tinge of urgency to act.
A clean design, compelling and informative content, wise application of CTAs, and email signature software for email newsletters help increase engagement and build customer loyalty.
Besides, the key goals you can reach with the help of email newsletters are:
- traffic increase
- brand awareness and recognition
- increased sales
- social media profiles promotion.
The secret is finding a perfect combination that works best for your business.
Guide on how to create your email newsletter
Simple as it seems in words, the process is much more complex in actions. Setting up an email newsletter campaign is juggling many balls at the same time. Thus, numerous factors should be taken into account.
Here is a step-by-step guide to creating a custom newsletter that works.
Think about the value
As we mentioned earlier, the newsletter is all about value both to you and your leads. To achieve this balance consider two primary actions:
- Firstly, before you start drafting your perfect email copy, you should be fully aware of its goal. There exist many business goals you can reach with the help of a newsletter. Thus, your very first task is to identify top-priority goals.
- Besides, a classic scenario is that after the second newsletter, the open rate starts to decrease. Thus, secondly, think about interesting and practical content that brings value to your buyer’s persona.
Use email template builders
Having a clear idea of your newsletter goal and value, it is high time to think about its appearance. Make sure you know how you want it to look and how much space you have for your compelling content.
Keep your design simple, as even minimal text and color formatting can be pretty efficient and look excellent. A vital function of a newsletter design is to make the information easy to perceive and not distract the reader’s attention. Consider using template builders tools to create beautiful and mobile-friendly templates fast with one shot.
Design the header
First impressions are powerful. Your newsletter header is the first thing appearing at the top when the email gets opened. Thus, a compelling header design can be a difference-maker. Besides, your newsletter header design must attract and capture the attention of a reader.
Here are several designing principles to make sure your header looks and works perfectly:
- insert you logo
- use imagery
- make it recognizable and easily associated with your brand
- avoid clutter.
Prepare relevant images
Undoubtedly, words are powerful. However, in combination with beautiful imagery, they get even more powerful. An image included in your newsletter will make your readers more excited about the information you provide, as it creates a powerful visual impression.
Whether you use visual elements to illustrate your offer, set the mood, or make yourself recognizable, always put quality to the first place. Therefore, it’s best to fit the image with a maximum width of 600 pixels and keep its size definitely under 1MB.
Write a text of email
A perfect newsletter provides content worth reading. Nobody wants to waste time on reading lists of advertisements and inconsistent text pieces. Thus, make sure you provide engaging information your leads might need.
Besides, people receive tons of emails every day, therefore making them open your newsletter email might be a challenge as well. Work on the subject lines that grab the attention and intrigue.
Add an email signature
An email signature is a natural way to end your email newsletter. Furthermore, it is a powerful marketing tool to take advantage of. Besides, it has never been easier to combine numerous functions in such a small element.
Never use an image as a signature as it may affect the deliverability badly or not even get displayed due to image blocking. Therefore, consider digital options. Modern email signature software allows to using your touchpad to draw signature, include icons and links to your social media profiles and make it work for multiple email providers.
Include a footer
Unfortunately, a newsletter footer is often underestimated and rarely gets attention. No matter how hard you worked on the design, content, and subject lines, the newsletter will not works without an appealing, informative, and legally compliant email footer.
Always remember, a good newsletter showcases professionalism and expertise from head to toes. To make a dissent impression and get all your marketing efforts paid off, pay particular attention to providing unsubscribe options, social proof, and legal information into your newsletter footer.
Test and analyze
The last and the most significant stage of a newsletter email campaign is the analysis and testing stage. Sending newsletters without tracking essential metrics and drawing conclusions is a waste of time and money.
To make your campaigns even more successful in the future, always check to see if your emails worked well to fulfill the goals you set initially. Besides, check what parts of your newsletter contributed the most to the campaign’s success.
As with any marketing exercise, an email newsletter campaign requires careful planning and a strategic approach. As your email list is the most precious thing you have, you should constantly work on its growth by applying the most efficient forms of email communication.
A good email newsletter may appear to be your best weapon to achieve your goals, but you`ll never know until you give it a shot. Don`t let the advantage get wasted.