How to Write Email Newsletters That Connect
Many companies today use email newsletters to market/promote their products. With thousands of companies using this channel to reach out to the same target audience, chances of your newsletters getting swamped out by others are very high. That said, it is important to ensure your newsletters standout from the rest and that they don’t just sit in someone’s inbox.
Outlined below are six tips on how to write the perfect newsletter for improved conversions
1. Create Content Worth Reading
The newsletter shouldn’t just comprise of a list of adverts and content the audience might not be interested in. Instead, consider creating interesting and informative content that anyone would want to read. The newsletter could be about advice, tips, or news related to the industry. Just like TV adverts, no one wants to watch/read anything with no real content no matter how compelling the advert may be. Creating educative/informative and interesting content (even if it means special offers) is what will make the target audience want to read the newsletter in the first place.
2. Use A Captivating Headline For Your Newsletters
Most people are often swamped with lots of newsletters and emails making it hard to go through all these at once. Many people will only click on, and read emails that interest them, leaving the rest lying around in their inboxes. For this reason, you need to give the target audience a reason to click/read your newsletter. This can only be done by creating a captivating headline (and not a spammy one).
The headline or subject should be not only captivating, but also be irresistible to read. According to research, most people will ignore emails and newsletters that seem ‘dull,’ planning to read them later on during the day. As new ‘interesting’ one’s flood in, the old ones are forgotten and eventually deleted. You wouldn’t want this for all your newsletters. Give your audience a reason to click the newsletter right away.
3. Build/Establish Trust With The Target Audience
Trust is the one thing your target audiences need to have with your brand and newsletters. While building trust with your target audience may require time, you still need to give the subscribers a reason to wait for the next newsletter. This means being consistent and giving then fresh and worthy content each time. It would also be advisable to ensure the subject line goes hand in hand with the content inside. You don’t want your subscribers to feel baited/tricked into reading the newsletter.
4. Write With Your Target Audience In Mind
While you may be an expert n this field, most of your subscribers aren’t. You therefore need to create these newsletters with the audience/subscribers in mind by using the simplest language possible. The newsletter needs to be easy to understand and explain everything that seems technical as well. Be sure to proofread the newsletters, and have another set of eyes look into them.
5. Make The Newsletters Short And To The Point
Most people have an attention plan of about 30 seconds. You, therefore, need to take advantage of this to convey the intended message within this time. Be sure to keep the newsletter as short and straightforward as possible. Do not cram too many articles into the newsletters. Try to explain everything briefly to ensure everything fits in a single page. Too much explaining will only get the reader bored or distracted.
If you intend to have the newsletter covering several topics, you should then consider breaking it down into smaller paragraphs. By doing this, the reader will choose what article or section to read, and leave the rest. A continuous newsletter is also dull to read and might force most readers to opt out. Nonetheless, an interesting and appealing newsletter will keep the subscribers glued to it, and will always look up to the next release.
6. Be Consistent
Some consistency is required when sending out newsletters. Choosing to send one out at least once a month helps cultivate a relationship with the reader, and even makes them anticipate the next release. Taking too long before sending out the next release could result in a massive exodus by your subscribers. You also need to be careful not to flood the subscriber’s inbox with your newsletters; otherwise they will just hit the unsubscribe button. If possible, choose a date when you will be sending out the newsletters, and stick to the dates.