Email Newsletter Tips

You believe in your products and services and are certain that the information you’re about to send out via email is exactly what the recipients will want to hear

The problem often isn’t that you’re wrong. Instead, the problem is that you’re often right – the recipients do want to hear this information about your company. However, they might not want to hear it in the manner which it’s presented, and that’s troubling. The good thing is, email newsletters give us plenty of room to fix mistakes, analyse what works and re-craft our strategy and approach until we succeed. Here’s a complete guide to get you onto the right path.

What Is an Email Newsletter?

Email newsletters are a type of email message designed to give potential customers and current clients new insight into the current ongoings of your product, services and/or company. Email newsletters are typically created using different design software, marketing templates and creative input. Due to the nature of an email newsletter, it can’t be personalized the same way a one-on-one email message could be. However, there are ways to make it as close as possible. Ultimately, the goal is to inform and engage the audience with a professional message that gives exciting new information and details. Making an email newsletter campaign successful is a lot more complex than most believe. However, with some basic preparation, you can give yourself the best chance for good results.

Why Is It so Important to Perfect Your Email Newsletters?

Creating effective email newsletters creates an opportunity for companies to find new customers or make sales with existing customers. These are pretty basic, fundamental benefits that come with a strong email newsletter campaign. However, it can go much further than that, depending on your knowledge and the amount of effort you’re willing to put in. Some less indirect benefits include things like developing a lifelong relationship with customers and show your competency in different areas. Now, it may sound weird that an email newsletter, which can’t be deeply personalized, could help develop a lifelong relationship with customers. However, there are a couple reasons that this is in fact the case. The first is that it simply keeps you connected with your audience. Imagine two different scenarios: one in which a customer receives one, single email newsletter from a company, and the other where a customer receives a monthly email newsletter from a different company. Certainly, in terms of purely email, they’re more likely to feel connected to the monthly email company. The other reason it builds relationships, despite not being personalized, is the content can still be personal, or at least meaningful. Remember that a newsletter can go beyond a list of prices or new products and services. It can even go further than sharing the news about your company succeeding in a few areas recently. This is a chance to create content that truly connects with your audience. Try to give them something unique and meaningful. This helps show you are more to them than a dollar sign.

Crucial Tips for Creating an Email Newsletter

It’s important to represent your company’s values and visual brand throughout each newsletter, but this is only part of creating powerful email projects. Here are some of the more unique ways to succeed:

Show That You Know

This is an easy way to remember how to behave when creating email newsletters to your audiences. By demonstrating that you know your audience on a deeper level than simply because you found their email address on a list, they’re much more likely to open, read and consider the message. So, how can you go about this considering you are in fact sending out a mass newsletter? The most important thing to do is include information and content that are helpful and useful to your target audience. Dive into all the most valuable current items and developments so that, even if the newsletter isn’t personalized, it offers such extensive insight that it doesn’t matter if it’s to multiple people.

Let Your Subject Set the Tone

You would think that, in an age where spam email is so prevalent, marketing teams would put extra effort into creating catchy and unique headlines for their email newsletters. However, I’ve noticed that a lot of teams are banking on their content being enough to sell the audience once the email is opened. Of course, this ignores the fact that they might not even open the email. By creating powerful subjects, you set the tone for the rest of the email. The content will from here on out follow a strong introduction, boosting the efficacy of the entire newsletter. How do we do this? Begin by putting yourself in the recipient’s shoes. What would make you open an email that wasn’t a personal one? Think of the endless newsletters you receive everyday. Which ones do you open and what types of things do the subjects have in common? Furthermore, look at the subjects that turn you off. What do they have in common? This gives us a great starting out point. Next, we consider the content and message of the newsletter. Our title has to correlate, at least a little bit, otherwise the recipient may open the email but close it quickly after. Ultimately, the way we approach our emails newsletter can dictate the success of our next project or campaign. Make sure you follow the necessary steps.

Cory Schmidt, the Head of Marketing at Canto