How to write a perfect newsletter?
A newsletter is a tool to communicate with your subscribers and provide them with content related to your business in their inboxes. By keeping them posted about the product and services, promotions, or announcements on a regular basis, the email newsletter serves as the powerhouse of your marketing campaign.
Newsletters are effectively used by a spectrum of businesses to keep their audience engaged and to gain traffic. Here is a fact that you cannot shut your eyes to: A while ago, DMA and Demand Metric conducted a survey which suggested that email marketing had a median ROI of 122%, which is a whopping 4x more than other marketing formats compared including social media direct mail and paid search!
When it comes to writing a flawless newsletter, learning the tricks of the trade is imperative. You need to make sure that your newsletter does not sit like an unfruitful waste in the inboxes, rather it has to be an email that cannot be ignored and is always opened and read. Don’t worry, newsletter writing is no rocket science either.
Subject line matters
Getting the subscribers to open your newsletter is of prime importance. So as the first step, you need to work on making sure that the subject line appeals to the audience. It should not come across as dull to the customers (like Winter Newsletter). On the contrary, it should be curated in a way that it stirs up curiosity among the readers, and they are led to believe that content must be meaningful and worth reading.
Adding to this, it’s a great idea to use some power words in the subject to trigger an emotional response. Check out some examples of useful power words.
Source: CoSchedule Blog
Body of the newsletter
This is the part where you may want to invest most of the time you have spared for the newsletter. While a newsletter generally contains several different sections (sometimes on multiple topics), it should be a no-brainer for the readers to differentiate between all of them. Make it ‘visually’ easy for the readers to navigate to the section which attracts them the most. The eCommerce newsletter from Jins is a classic example of this.
Above all, follow the basics in the body of your newsletter:
- Include your logo
- Keep a consistent theme
- Separate headings for different sections
- Add options for sharing content
Content is the key
When you are done writing the newsletter article, read it and question yourself: If I were the subscriber, would I read this article? If the answer is a ‘no’, you cannot expect a ‘yes’ from your subscribers either.
The article writing should be more inclined towards providing knowledgeable and interesting content and it must not be solely designed for pushing sales. We aren’t advising you to remove the adverts altogether, we just want you to keep the proportion in mind.
Do not forget to personalize the content, it does go a long way! In a report by SmarterHQ, 72% of the consumers stated they only engage with personalized messaging. Have a look at this example of a newsletter from PlayStation. For each subscriber, they include their name, trophies earned, and hours played at the top of the newsletter.
Consistency and trust
How often should you send the newsletter? Most businesses go by weekly or monthly occurrence. This has to be decided considering what your readers want. Your task is to send newsletters regularly so that people remember you. While doing so, do not overwhelm them with a high frequency though.
The task gets easier when the readers are required to choose how often they would like to receive a newsletter, for example – weekly or monthly. In this instance, you need to deliver your promise of ‘frequency’. Failure in doing so will make it hard for your subscribers to trust you.
If you have finally decided to create a newsletter for yourself, let’s help you with a tip: Don’t start from scratch. You can find loads of templates online these days, all you need to do is select a newsletter format and experiment with it using some email marketing software. Have a look at this for newsletter templates and this for email marketing software.
An alluring subject line (which may also create a sense of urgency) with content that is interesting, personalized and consistent articles that add value apart from sharing news related to the business – create a newsletter based on these guidelines and you’ve already taken the first step towards great conversion rates.