That’s why you need to make sure your newsletter is the best. If you don’t know the answer to this question, how can your newsletter make an impact on the readers? Use subject lines and headlines that resonate with your target audience. Another way to improve your subject line or CTA is to create a sense of urgency or importance. Using words such as breaking news, urgent, hurry, and limited time offer can increase opening rates substantially. In this newsletter, Freelancer.com has used compelling words and graphics to capture the attention of the readers. Keep your CTA or core message on the top to keep the readers interested. You need to share relevant information that your audience can use. The newsletter is about them, not about you. Include User Generated Content: Another way to add value to your newsletter is to include user-generated content.
Email seems like a left-over and forgotten communication tool in the era of Instagram and Facebook. But, email marketing is probably the best way to reach out to your customers. In fact, more than 80% of small and medium-sized retailers in the US believe it drives the best customer acquisition and retention. It also commands an excellent return on investment with marketers making $40 for every $1 they spend on the email marketing.
Although it’s highly effective, most marketers fail to realize the full potential of email marketing. Sending email newsletters for the sake of sending them is unlikely to convert your prospects into buyers. If anything, it may make them feel downright irritated. Plus, you’re competing with 100 others in their inbox. That’s why you need to make sure your newsletter is the best.
The following four tips will help improve your newsletters by a mile.
1. Figure out the need
The first thing that should come to your mind is… Why are you writing this newsletter? If you don’t know the answer to this question, how can your newsletter make an impact on the readers? So go figure out who your target audience is, and what action you would want them to take after reading the newsletter.
Some common objectives could be:
- Generate new leads
- Get prospects to download free material such as an e-book or whitepaper
- Promote a new product, seasonal sale, or latest offerings
- Offer a solution to a particular issue in your niche
- Build and enhance your online reputation
Here’s a familiar example. A lot of us in the digital media industry use Trello for task management. In essence, Trello helps boost productivity and makes time management simpler. Recently, their newsletter covered the topic “Productive morning routine” which falls right into their niche, and a problem most users are probably struggling with. The newsletter provides links to curated articles that provide in-depth information about the topic. It boasts a well-crafted message with a clear-cut call to action (CTA) at the end.
Just like this, you also need to focus on the needs of your users. Make your goal clear in the headline itself (in this case, it is to tell people how to have productive mornings). Don’t get into too many details right away. Just provide one or two types of information (here, there are resources for further reading) and a well-defined CTA.
2. Get creative
With a short attention span and an inbox overflowing with newsletters, you might be forgiven for thinking that the chances your newsletter will get the complete attention of a prospect are very slim. Well, here’s a pleasant surprise for you: the average time people spend reading emails has actually increased by more than one second!
That said, if your newsletter lacks creativity, it will probably end up in Trash, irrespective of how valuable the content is.
Fortunately, there are several ways to bring creativity into your newsletters.
- Words can have a powerful impact. Use subject lines and headlines that resonate with your target audience. They should make an emotional promise or create a curiosity gap. You can use headline analyzers such as ShareThrough to determine the empathetic value of your…