Last post, we explained a bit of why email newsletters are important and how they should be an important part of your marketing strategy. Now let’s talk about what should go into them to make them great. Your newsletter is one of the most effective ways you have to communicate with your clients and prospects. Here are some elements that will help ensure your message is opened and read.
Design – As with everything, it all starts with a great design. Just like with your website it should be aesthetically appealing but also simple and easy to read and navigate through. Colors and fonts should match your website and company brand unless there is a specific reason not to such as a seasonal, holiday, or special themed promotion.
Something New – The main content of your website should not be regurgitated in your newsletters. True, one of your goals is to drive traffic to your website and you can “tease” your readers with introductions to your latest blog post, etc., but newsletters should have new content not seen anywhere else…or at least your subscribers are the first to see it before the general public. This creates an incentive to be a subscriber.
Special Offers – In the same vein of having new content, offering a special perk for your subscribers will also give them incentive to not only open your newsletter but continue receiving them.
Personal Connection – Most newsletter programs have the ability to use merge data tags so that you can address your subscribers by name or include other personal elements from their subscriber profile that may be relevant to the newsletter content. Having something as simple as “Dear Christie” will create a personal connection and can lead to a conversion.
Call to Action – Yes, your email newsletters need effective calls-to-action too. Once they open and read your message, what do your subscribers need to do next? What do you want them to do? Be sure your calls-to-action are clear and entice the reader to make a move.
Easy Opt Out – Not that you really want your subscribers to leave you but for whatever reason they sometimes may wish to stop receiving your messages. It may not have anything to do with dissatisfaction and they may have the intent to resubscribe someday. However that all can be ruined if the unsubscribe process is too difficult. One-click unsubscribes are the best. If the reader has to jump through too many hoops, the less likely they will be to return.
Are you making great newsletters? Let us know (comment below). Need help? Get some specific input.
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