Table Of Contents
- What is an Email newsletter?
- Why should your company send out a newsletter?
- What are the advantages of using email newsletters?
- How do you pick trendy newsletter topics?
- What indicators should I monitor to ensure the success of my newsletter?
- What are the best techniques to draft email newsletters?
Email is still largely recognized as one of the most successful marketing strategies available. Email newsletters are one of the most effective marketing tools for generating new leads, increasing brand recognition, and increasing engagement.
Email marketing is an important part of any successful marketing plan, with a potential return on investment of $44 for every $1 invested. The average open rate for marketing emails is 24%, while the average click-through rate is around 4% across all industries (or 11 percent of opened emails). This has caused a dramatic increase in the number of email marketing agencies in Dubai and around the world.
Newsletters are definitely faster and more efficient than other marketing strategies. However, if no one reads your email newsletter, it simply becomes another piece of spam in your customers' inbox. Newsletters are known to be one of the major email marketing solutions. It is known to drive revenue and engagement comparable to digital means.
To help consumers commit to your brand, read this blog to learn what an email newsletter is, how to compose one that hits the core.
What is an Email newsletter?
Email newsletters are messages delivered to subscribers informing them of new deals, updated inventory, and other store/product-related information. It is the most successful marketing approach for increasing subscriber engagement. They may be used for a number of reasons and come in a range of shapes and sizes.
The goal of email newsletters is to keep customers informed about you and your offerings. Newsletters are critical for the success of email marketing since they may produce more conversions when utilized properly.
Why should your company send out a newsletter?
The reality is that your company should have a newsletter because you can generate predictable money from it if you send it out regularly enough.
After you have set up your automatic emails, it's time to consider one-time newsletters as part of your overall email marketing plan.
If social media helps you raise awareness, your newsletter should focus on the following three steps: consideration, decision, and retention.
What are the advantages of using email newsletters?
Businesses want professional newsletters to keep people informed about new goods and services. It is not only a way to stay in touch with consumers; it's much more than that. Some of the advantages of professional newsletters are as follows:
1. Better engagement
Customers demand engagement in this digital age, and there is no better way to get it than via newsletters. You may urge your consumers to take action such as purchasing a product or reading your blog by improving your interaction with them. They will not hesitate since they have put their faith in your brand as a result of your newsletter.
2. Increase your sales.
According to recent research, consumers who receive emails spend 138 percent more on purchases than persons who do not receive emails. So, consider the big sales potential you're passing up if you don't have a newsletter.
Because people are impulsive, giving a discount can entice them to visit your business and make a purchase.
3. Increases the value of your brand.
By sharing your knowledge with them, you may increase your reputation through email newsletters. Customers will be more inclined to contact you if they require assistance as a result of this. Professional newsletters are an excellent approach to establish trust and loyalty.
4. Increase traffic flow.
Email newsletters are the most effective technique to increase visitors to your store/website. Optimize your newsletters by including CTAs to products, blogs, or stores where you want them to visit. You may also include social sharing buttons in your emails so that your consumers can share your information on social media.
5. Affordable marketing strategy
According to recent research, "email marketing creates a profit of 44$ for the expenditure of 1$." Because small firms cannot afford expensive marketing tactics, over 81 percent of them utilize email marketing as their primary procurement channel. It is safe to say that email marketing has shown its usefulness to small businesses, and it is continuously developing.
6. How do you pick trendy newsletter topics?
Your email newsletter will be assessed based on its topic, so select one that will entice your readers to read it. Choose the finest topic that appeals to your reader's interests. Newsletter themes should provide the impression of being able to answer a reader's questions with a single click.
Here are a few pointers to help you choose the finest email themes.
- Keep it brief and easy to grasp.
- Avoid over-experimenting with the issue and stick to basics.
- The essential material of an email newsletter should be exposed in the subject line.
- Newsletters Topics linked to current events pique the reader's interest.
- Choose titles that are not spammy.
- Try out a few different newsletter themes to discover which ones have the highest conversion rates.
Email newsletter metrics measurement
Email newsletters are outdated if their metrics are not measured, and their performance is not monitored. If you spend resources and work into creating a newsletter, it will be for naught if it does not get the desired conversion.
That is why tracking the success of your newsletter is critical. Examine the number of click-through rates in your newsletter; if the rates fall, you need a fresh writing technique. Check which links in your email newsletter have the highest click-through rates and change your approach appropriately.
What indicators should I monitor to ensure the success of my newsletter?
The list contains bounce rates, delivery rates, and spam complaint rates, etc.
1. The fundamental components of an email newsletter
While the format of the greatest newsletters varies from company to company, here are some basic aspects of an email newsletter to get you started.
2. Subject line with a hook
Subject lines should be no more than 10 words long as a general rule (any longer and it will get cut off).
Prepare your subject lines as though they are your only chance to get your reader's attention, but they must also be pertinent to the email's topic. Remember that great subject lines require practice, but once you get into a rhythm, you will be able to figure out what works best for your audience in no time.
Here are some additional subject line recommendations to help you achieve more opens:
- Instill a feeling of urgency in your audience. (promo ends tomorrow, first 25 replies for the following 10 hours...)
- Inspire curiosity by attempting to spark your readers' interest in what is inside, by posing a question, or by including eye-catching statistics.
- Have a good time! Experiment with puns and jokes.
3. Preview text
That is the text immediately after your topic line.
It is also your second chance to open the door. Consider it a sneak peek of what is on the inside. Put your finest piece of content, or the most shocking item in the email, in there, along with some figures or a unique offer.
If you are torn between two subject line options, utilize the preview text as an opportunity to include both!
4. Title
Now we are talking about the content of your newsletter. This is not absolutely required, but it's a fantastic approach to keep your material interesting and entice your viewers to continue reading. You can put a summary of the rest of your email in the header or subject. You may even use the same format over and over again.
5. Featured Content
You can also opt to put the location you want to refer your readers to at the top of the page. You may emphasize it at the top and make it your initial Call to Action, whether it is a blog post, landing page, or unique product (CTA).
6. Useful content
You can have a fantastic subject line, a fantastic offering, and something that your readers could actually desire.
However, if the information in your newsletter is not compelling, they will not click through to your business. Or, even better, make that deal!
7. Pictures/GIFs
It is not necessary to include photos, although it is beneficial.
With GIFs or memes, as well as creative photos that represent your business and products, here is your time to show some personality.
8. Clear and few CTAs
The action you want your viewers to do is your CTA. If you are promoting a brand-new product, you will most likely want people to visit your store to check it out. You want them to read your new blog article if you are sharing it.
However, keep in mind that your CTAs should be clear and obvious. You also do not want too many in one mailing (more than two is definitely too much!).
9. Social share buttons
Although social share buttons are rarely used, you gain nothing by including them. Keep them short and towards the bottom of the page so that your viewers can see which platforms you are using and go straight to them.
10. Link to unsubscribe.
Of course, a mechanism to unsubscribe should be included at the bottom. Do not attempt to hide it; make it as apparent as possible. People should open and read your newsletter because they enjoy it, not because they cannot figure out how to stop receiving it.
What are the best techniques to draft email newsletters?
Let us take a step back for a moment. Email newsletters serve a variety of purposes, including offering free content, posing problem-solving answers, marketing your products, connecting with your community, remaining relevant, and developing loyalty.
Now that we have covered the fundamentals, it is time to get into the nitty-gritty of how to create email newsletters.
1. Examine whether a newsletter is necessary for your company.
Because of your company goals, you may not require an email newsletter at all, or you may already have a marketing plan that is more productive than emails.
Alternatively, your company may have an inescapable requirement for email newsletters at times. You need email newsletters to generate greater conversion and improve revenue, whether you are advertising a new feature/product or restarting your services after a long break.
Therefore, it is critical that you assess the need for email newsletters; otherwise, you will be wasting time and effort that may be better spent elsewhere.
2. Create your own unique template.
Creating a unique template is a smart idea since you can reuse it over and over. You save a lot of time and work by using templates; all you must do is modify the name and send it to many clients.
Customer happiness requires consistency, which templates may help you accomplish. Maintaining a consistent template throughout your marketing campaign is one of the email newsletter best practices.
For email marketing, a template with drag-and-drop capability is ideal. Because you can drag and drop any element, such as a picture or a video, to the desired location.
3. Make a compelling topic line.
Yes, your users have signed up for your email newsletter, but that does not imply they'll read it when it arrives.
So, how are you going to persuade people to read it? Create email newsletters by coming up with a catchy subject line that will captivate your subscribers. The subject line should persuade readers that your newsletter is relevant to them, encouraging them to open and read it.
With your subject line, you should be able to induce FOMO (Fear Of Missing Out) so that consumers are aware that they must act immediately. How are you going to do it?
- Keep the number of characters to a minimum of 50.
- Avoid using ALL CAPS and phrases that are spammy.
- Commence with a verb.
- Do not include the word "promote" in your subject line.
- Make use of your wit and be sensible.
- Excessive punctuation should be avoided.
Follow these guidelines to develop a subject line with a sense of urgency so that your subscribers will read your email newsletter and avoid losing out.
4. Keep your material from becoming too promotional.
An email newsletter is only valuable if your subscribers read it; if your material appears like a promotional ad, it will wind up in the spam bin.
Instead of trying to sell your items in newsletters, strive to provide your readers with useful, instructive material; that is what professional newsletters are for.
Always keep in mind the famous 90/10 percent rule. Yes, your emails should contain just 10% promotional content and 90% useful information.
They are likely to unsubscribe if they believe you are pressing your promotions against them.
When creating email newsletters, keep in mind that the aim is to interact with readers, not to drive them away. Avoid marketing unless you have major news to make about your company or product.
5. Create material that is aesthetically appealing.
One of the greatest practices for email newsletters is to provide appealing but aesthetically pleasant material. Because email newsletters are sent straight to subscribers' inboxes, only interesting material will increase conversions.
- Here are some pointers on how to write aesthetically appealing material.
- Avoid congestion by optimizing your content with essential white space.
- Use the right colors to maintain readers' attention to the material.
- Avoid using copyrighted photographs and instead, use royalty-free images.
- Always use legible professional typefaces while writing newsletters
- Make sure you select a unique template that will keep people engaged. – Maintain a color palette that is comparable to your company's logo.
- Use subheadings to break up your boring text.
When creating email newsletters, keep in mind that adding a picture to your material will make it more aesthetically appealing. The content and graphics ratio in a well-designed email message should be balanced.
Readers will be drawn to visuals as soon as they open it, and they will also get interested in your writing. However, do not go overboard; make it basic and elegant.
6. Personalize your email newsletter.
To make your email newsletter appear more personalized and increase click-through rates, include your reader's name in the subject line or in the text.
Most professional email newsletter subject lines are not customized, as you can see. However, using a name in your subject line communicates a lot of things:
- It specifies that the newsletter is intended for a certain consumer.
- It demonstrates that the firm is concerned about the reader.
When an email newsletter is customized for each customer, they will be more likely to read it. When an email contains a customized subject line, around 26% of emails are opened.
When it comes to email marketing, it is a well-known truth that customization yields big results. This technique will assist you in increasing client involvement.
So, while creating email newsletters, remember to customize your content since it may help you boost your open and conversion rates.
7. Create material that is succinct and to-the-point.
People do not want to sit and read along, dull text; instead, they want facts. You must be accurate with your content if you want people to read your email newsletters.
Email newsletters should be between 200 and 500 words long, according to marketing experts. Happy readers are the result of snappy content.
Consider how much time you have in a day to check your emails and put yourself in your readers' place. You will know how much information you can provide to your reader after you figure it out.
Here are a few pointers on how to write succinct content for your email newsletter.
- After you have figured out what your viewers want, you can start creating the content.
- Do not start your content with a 200-word objective; you will be losing out on a lot.
- Write your material as usual, then trim it to make it more concise.
- If your material is lengthy, you can always send professional newsletters in two parts.
Your email newsletter is more likely to be marked as spam if you write lengthy, boring material. The goal of an email newsletter is to boost conversion rates, so keep your material short and sweet.
Provide just the most relevant information to your audience, saving them time and increasing your reputation.
8. Make the required call-to-actions.
Why do you put in the effort and time to send out email newsletters? Isn't it to increase your conversions? You may use CTAs to persuade your reader to do a certain action. You can use as many CTAs as you like depending on your needs.
You can include a few CTAs in your newsletter.
- Visit your blogs.
- Check out your items.
- Make your purchase.
- Register for a product ahead of time.
9. Consistency is key.
Maintain a continuous relationship with your consumers using email newsletters to show that you care about them and their ideas.
Getting the proper audience is difficult and keeping them is much more difficult. As a result, it is critical that you make regular attempts to develop loyalty. If you cannot commit to a newsletter schedule, your audience will be unable to commit to you.
You want your subscribers to sign up for your email newsletters, right? Only by sticking to a strict publication schedule will you be able to do this. If you deliver email newsletters on an individual basis or without a set timetable, your subscribers will lose interest. Customers should make reading your newsletter a priority, not a decision between reading it and not reading it. Always remember to keep your newsletter schedule constant.
10. Make unsubscribing as simple as possible.
Although having an unsubscribe button may appear to be a terrible idea, it is necessary. Keep your readers in mind; if they are unhappy with your service, make it as simple as possible for them to unsubscribe.
This will assist you in determining the number of active subscribers on your list. A clear unsubscription button will also assist you in keeping your emails out of spam bins.
Unsubscription might also assist you in learning from your mistakes and rethinking your marketing strategy.
Do not be concerned if you are not getting the desired conversion. Simply follow some best practices for email newsletters and make a few changes to your professional newsletter.
We focused on what a newsletter is and how to produce one by following certain email newsletter best practices in this blog. It is now up to you to write a fantastic email and deliver it to your readers.
Go ahead and do it! Do not make them wait too long!
This is it for today’s blog. I hope that you liked it. Don’t forget to share your feedback with us and if you have any queries or comments, reach out to me and I will get back to you as soon as possible. If you want to reach out to your potential clients through email marketing, contact Prism, the best Email Marketing Agency in Dubai. Thank you and Goodbye.
About The Author: Lovetto Nazareth
Lovetto Nazareth is a digital marketing consultant and agency owner of Prism Digital. He has been in the advertising and digital marketing business for the last 2 decades and has managed thousands of campaigns and generated millions of dollars of new leads. He is an avid adventure sports enthusiast and a singer-songwriter. Follow him on social media on @Lovetto Nazareth