How to Create an Email Newsletter Subscribers Want to Read
Maybe you already have an email newsletter, or maybe you are planning to start sending one. Either way, email newsletters are the perfect way to communicate with prospects and customers on a consistent basis.
A newsletter is a mix of news, how-to, and advice, but regardless, it should help your subscribers in some way.
Although we as marketers mean well, email newsletters are often filled with irrelevant news, outdated content, and confusing messages.
In this article, we’ll provide you with practical tips for creating email newsletters that subscribers want to read, ones that will help you increase engagement rates and avoid unsubscribes.
Why send email newsletters?
Email newsletters can help attract potential customers, build relationships with existing customers, and build your brand, all in a consistent way.
Sure, followers might follow your business on social media, but it’s been proven that 90% choose to receive email newsletters, while only 10% want updates on Facebook. Not only that, but you are 6x more likely to get a click from an email campaign than you are from a tweet. Overall, email is 40x more efficient than social media when it comes to acquiring new customers.
Unlike other types of emails, email newsletters are sent to subscribers consistently. When you do it right, subscribers expect those newsletters on a regular basis.
How to create email newsletters that people read
If you want to create newsletters that people read, be deliberate. Don’t just open your email marketing tool and drop content in there. You should have a basic strategy for your newsletter.
Here’s how to create email newsletters that will delight subscribers:
Think carefully about the newsletters you open and read. You do this because newsletters bring you value, give you discounts, help you plan a new project, or provide information that might help you do your job better. No email newsletter is complete without value. Seventy percent of email readers open emails from a brand or company looking for an offer, discount or coupon.
When your subscribers sign up to receive your newsletter, do they know What to expect? If you promise that your newsletters will be filled with ideas or offers, but these never come, your subscribers will not be satisfied. Make sure you’re very clear about what subscribers are going to get, then deliver.
If you have a wide range of subscribers across multiple verticals, don’t send the same newsletter to everyone. For example, if you sell outdoor gear, consider segmenting newsletters by sport or gender. Take it a step further and ask subscribers to sign up for the newsletter that best matches their interests. There’s real ROI in segmented emails – according to a AMD report, a 760% increase in email revenue came from segmented emails in 2013, up from 55% in 2012.
It’s not that you need your newsletters to be very short, but you should limit the content to what’s really important. People want to be able to skim through their newsletters and digest them quickly. If you provide a small amount of content with a clear call to action, your newsletter is more likely to get people to check out your website or blog for more.
Provide clear calls to action
The most successful marketing emails have clear calls to action that clearly indicate what a subscriber should do. If a subscriber doesn’t know where to click, they are unlikely to land on your website. In our Campaign Monitor Newsletterwe give our top and bottom content sections call-to-action buttons, but keep the blog posts section simpler with a text-based call-to-action.
With do it yourself email marketing tools make it simple for marketers to create visually pleasing and stunning email newsletters on any device.
look at our guide to deliberate design for advice.
Mistakes to Avoid in the Email Newsletter
These elements may seem insignificant, but they are often the culprits of newsletter missteps:
- Repetitive subject lines. If every newsletter you send has the same subject, it will be difficult for subscribers to get excited. Change the subject line every time you send to compel your subscribers to open and engage with your newsletter. Score extra points for also using pre-header text.
- Lack of concentration. Some newsletters include everything that happened in a given week or month. Make sure your newsletter is laser-focused, giving subscribers what they really need to know.
- Unclear calls to action. What do you want subscribers to do when they receive your newsletter? You need clear calls to action that make this very obvious, encouraging users to click to complete the action.
- Bad design. Many email newsletters are not mobile-friendly or have designs that are all over the place, neglecting to help draw the reader’s attention to the call to action. Be inspired by the stylish designs of our Top 100 Email Campaigns Gallery.
Email newsletters that are actually read
It’s helpful to explain the principles of a good email newsletter, but it’s another to provide concrete examples, so read on for four examples to learn.
Sephora, a cosmetics retailer, offers awesome email newsletters that are becoming addictive. Sephora often includes offers and discounts, but the newsletters also have bold designs with compelling photos and clear calls to action.
Why people read it:
- Discounts and special offers by e-mail. Who can resist an offer or a discount? Sephora often offers free gifts with purchase, and you can only be notified by email.
- Personalization. Sephora likes to use its subscribers’ names, making them feel like they’re part of an exclusive club.
- Clear call to action. Sephora offers thousands of products and often runs multiple promotions at once, but email newsletters don’t make you wonder what you should do next. Instead, there’s a crystal-clear call to action.
Product Hunt offers daily deals on software products, but it actually started out as an email list. Today, their electronic newsletter has more than 70,000 subscribers. “Part of the appeal of Product Hunt emails for me would be their minimalist approach, both in their platform format and in their emails,” says Selim Nehdi, Head of Partnerships for MassChallenge UK. âThe newsletter is clean, easy to navigate and straight to the point. I can understand the gist of a given product in three seconds or less.
Why people read it:
- Short, concise, easy to navigate. Product Hunt newsletters don’t have a lot of copy, which makes them easy to scan.
- Clearly defined expectations. Many Product Hunt subscribers consider themselves âaddictedâ to this newsletter. That’s because they get exactly what they signed up for: great daily deals on software products.
Why people read it:
- Compelling images. When a subscriber opens a BuzzFeed Food newsletter and sees a gorgeous dish they could make for an upcoming meal, it’s impossible not to click.
- A focus on great content. The reason BuzzFeed is so successful is that its staff are constantly creating content that people want to read. Copywriters and marketers know how to speak to their audience, and the newsletter reflects that.
- Hyper-targeted. BuzzFeed has tons of content, from food and style to news and books, but the food newsletter is hyper-targeted to those who want recipes and opted in to food-related content. food.
Reddit is known for its curated content and its newsletter is no exception. Reddit’s newsletter promises subscribers curated content, packaged and delivered to their inbox once a week. Let’s see how they do it.
Why people read it:
- The best. Reddit is an amazing site filled with all types of user-generated content, but it’s so huge that it can be hard to find what you want. This weekly email newsletter provides curated content, so subscribers only get the crÃ¨me de la crÃ¨me.
- Short and concise. With so much content, the Reddit marketing team could fill newsletter after newsletter. Instead, they make their newsletter short and concise so that their audience can easily skim through it and click on what interests them most.
Your customers want to hear from you. Seventy percent of people subscribe to emails from their favorite brands. Once they’ve signed up, it’s up to you to spread them, creating email newsletters that excite them, delight them, and ultimately drive ROI.
Follow the tips in this article to create email newsletters that your subscribers want to read.