The continuous rise of social media doesn’t make email newsletters archaic, as many of you might think. Emails are here to stay for a long time. While social media restricts you with a character limit, emails offer you plenty of opportunities to talk to your customers, educate them and nurture the brand-consumer relationship. Though creating or writing effective email newsletters is quite time-consuming (considering the research part), the results that you obtain far outweigh the effort.
A well-crafted email newsletter does an excellent job of –
Educating the target audience or prospects
Helping you keep in touch with past clients
Allowing you the opportunity to prove your expertise
Driving traffic to your website or blog
Generating business leads
So, can you afford to say ‘No’ to creating email newsletters?
If you are ready to devote adequate time to writing newsletters and deal with the pressure of delivering them to your audience on a regular basis, given below are thirteen tips that you can use to maximize the benefits.
#1. Know Who You’re Writing For
Your business (no matter how small or big it is) must have a target audience. Before you start to write newsletters, you should know about and understand the needs of the audience you are going to address. It’s advisable to identify what a typical customer for your business looks like. It’s only when you understand your audience well that you can deliver them content that’s highly relevant and useful.
#2. Focus on the Quality of Content
The competition is truly fierce. There are hundreds of thousands of businesses that create and deliver email newsletters consistently. If your content lacks quality, you won’t be able to stop your readers from clicking ‘Unsubscribe’. It’s, therefore, vital to plan your content ahead of time.
#3. Decide on the Frequency
Frequency is one of the most important things to take care of when it comes to publishing email newsletters. You should be able to stick to the frequency once you have decided on it. However, you shouldn’t deliver too often, as it can quickly make you look like a spammer. Decide what’s best – weekly, fortnightly, monthly?
#4. Use a Good Design
Though the quality of information that goes into your newsletter makes all the difference, design has also an important role to play. Whether it’s the overall layout, the style and size of fonts or the length of the newsletter, you should pay close attention to each of these elements to create visual appeal.
#5. Include Images (to Express Ideas)
Pictures or images do have the potential of communicating an idea or conveying a message in an effective way. Depending on your specific requirements, you can also include relevant images in your newsletters to add more visual appeal and to express your ideas clearly. However, you should make sure that the pictures you include are unique, interesting and original.
#6. Choose Catchy Subject Lines
While writing the email newsletter, you should always remember to choose subject lines that are instantly attention-grabbing. Your readers will be enticed to open your email and go through it only when the subject line catches their interest. So, spend good time coming up with killer subject lines.
#7. Write in Simple Language
Simplicity is powerful. Use of simple language can take your email newsletter a long way. Avoid using heavy words, jargon or fancy terms. Make it more conversational so that it’s easy to understand for everyone.
#8. Re-Check Links
Definitely, you’ll also include links to stories or content pieces so that readers can explore further. Including links is also a good way of driving traffic to your website or blog. But you need to make sure every link that you have included in the newsletter leads the reader to the destination page. Check the links at least twice.
Go a couple of steps beyond the subscriber’s email address. Try to collect more information about the subscriber so you can personalize the newsletter. It’s good to address subscribers by their name. By collecting their IP addresses, you can also target subscribers living in a specific area.
#10. Encourage Sharing
Don’t forget to include social media sharing buttons in your newsletter. If you offer top quality content in your email newsletters, your readers will be compelled to share the same with their friends and family. That’s why, it’s important to provide readers with social sharing options.
#11. Don’t Hard-Sell
Most of the businesses fail to understand that email newsletters are not advertisements. If you begin to hard-sell, your readers will choose to unsubscribe. As a smart online marketer, you should concentrate on engaging and interacting with readers at first. Once you have created loyalty among your subscribers, they will be happy to hear about what you have to offer.
Language mistakes, grammatical errors or poorly constructed sentences reflect really badly on the image of your business or brand. Get in touch with an expert content writer and have them proofread the content for you. This is the last (but in no way the least) thing that you should not forget to do before you hit the ‘Send’ button to deliver the newsletter to your subscribers, customers or prospects.
#13. Learn from Experts (and Keep Tweaking)
Don’t forget to subscribe to some of the best quality email newsletters in your niche. Take a microscopic look at the variety of information they cover, the way they include the links, the style of presentation, publishing schedule etc. You’ll find a lot to increase your knowledge and use it to your own benefits.
Do you publish email newsletters on a regular basis? If you have more tips, advice or recommendations, please share them in comments.