Email marketing is one of the best strategies businesses can apply nowadays. When done well, it works and it can bring in more traffic and conversions to one’s company. That is why many experts highly recommend newsletters.
But for you to get the most out of your email marketing campaigns, understanding the psychology behind it is of utmost importance. Besides that, you also need to know how you can write emails that can bring in results.
In this article, we’ll take a look at some of the best basic and advanced tips so you can create a winning newsletter that generates results.
The Fundamentals to Write an Excellent Newsletter
The following are the fundamentals you need to be aware of to create an excellent newsletter.
1. Your Emails Should Be Something People Would Want to Read
Your readers don’t care much about your problems or the negative things that you’re experiencing in life right now. Most of them approach your email with the mindset of how you can help them with their pain points. This predicament is simply how human psychology works.
Besides that, no one wants to read a boring email newsletter so try to make it fun and engaging to read in the first place. Try to write the way you talk and make it feel conversational. This is a simple way to inject some personality into your newsletter.
2. Address Your Open Rates
You’ve won half the battle already the moment you get people to open up your messages. Open rate is so elusive that you can only expect one-fifth of your subscribers to be interested in opening your emails.
Although this isn’t such good news, there are ways you can significantly improve this area. You can:
- Make excellent subject lines
- Develop trust with your readers to let them know that your emails are worth their time
- Leverage your name in the “From” section rather than just use a brand name
In other words, an audience that trusts you as a person or brand has a better chance of opening your messages. Even if they don’t know you yet but they find your subject line interesting, this can also lead to better open rates. Having both at the same time would be the best outcome.
3. Deliver Consistently
You might think this is obvious but you don’t want to send emails that will annoy your readers, but you don’t want to be inconsistent as well. Consider a schedule that best fits your brand and stick with that (within a reasonable limit). Avoid sending two to three emails this week and then none on the next.
You can have it once a week, biweekly or even once a month. The point here is that you remain constant but not too much or you’ll overwhelm your subscribers.
4. User Headers and Subheaders
There’s no doubt that a newsletter should have a header. This portion of your content is equivalent to a newspaper or magazine’s name and it sits at the top showcasing your title, company name and logo. Subheaders are also crucial as they break up different pieces of your content to make it easier to digest.
You can use tools like Pixlr or Stencil to help you create headers even if you don’t have any graphic design experience.
What To Write For Your First Email Newsletter
Having gotten the basics down, it’s time to begin writing your newsletter. Here are the steps you can take to get started.
1. Determining What to Share
The first thing that you should do is to decide what you want to share with your readers. Several good ideas include:
- Brand new content that you’ve made such as infographics, videos or blog posts
- The projects that you’re currently working on
- Content from others that you find are relevant to your readers
- New products or services that you plan to launch
- Promos and discounts, but only use these sparingly
- Small blog posts or emails that are made well enough to be considered a blog post
After deciding on the things that you wish to share, the next step is to start drafting your newsletter.
2. Make Your Draft As If You’re Writing to a Single Individual
As you prepare your emails, always make them like you’re writing to a specific person only. You can think of this as a persona of your ideal subscriber or someone you know well.
Whichever you go for, make sure your messages have that personal touch. This makes your emails more interesting to your audience rather than addressing them as a group.
3. Evaluate Your Draft
Once you’re done with the draft, the next step is to analyse it by proofreading the content you’ve included. Be sure that the message is interesting to your readers, the sentences are all aligned with the topic, and there aren’t any grammatical or spelling errors.
Read the email out loud so you can get a feel of how it sounds. Doing so also makes it easier to identify any typos or misspellings while ensuring that your tone remains conversational.
You can also copy and paste your email text into programs such as Grammarly to have these software apps double-check for mistakes. Another tip is to have someone else read your email so you can further refine it if needed.
4. Send the Email Out to a Portion of Your Audience First
Before sending out your newsletter to everyone on your list, try and deliver the draft to only a small portion first. This chunk can be around 10 to 15% of your audience. In this way, you can get an idea of the type of open rates you’ll have while making sure that everything is in order.
5. When Everything’s Set, Start Sending to Everyone
Lastly and once all things seem right, it’s time to start sending your email to everyone in your list. You should start seeing results come in by the next day or so, which will give you a general direction of how your newsletter is faring.
Congratulations! You’ve just prepared and sent out a newsletter. By following the tips that we’ve provided, you have a better chance of finding success with your newsletters down the road.
Advanced Tips for Newsletter Campaigns
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If you already have the basics covered, it’s time to move on to the big guns. Here are some of the more advanced tactics you need to level up your newsletter game.
1. List Segmenting for Improved Engagement
Segmenting in email marketing means basically separating subscribers in an email list to form different groups. Lists that are segmented are known to perform better than those that aren’t.
Here are some tips to help you segment a list:
- Depending on what subscribers opted for
- Depending on which emails they read
- Depending on which links they click in emails
The ideal thing to do is to segment based on these three aspects.
2. Perform A/B Testing on Your Subject Lines
Carrying out split-testing on your email’s subject lines is the next advanced tip. A/B testing is when you send our two or more variants of a certain subject line to see how each one performs. It’s also possible to split test the content like the email copy, the promo being used, etc.
3. Survey Your Audience to Know What They Want
Lastly, you want to survey your audience which can lead to some amazing insights on what they want. The survey can be about the type of content they’re looking for, the products they dislike, how often they want to get emails and so on.
Tips on creating your survey:
- Choose which questions to ask your audience
- Use Google Form or Typeform in making your survey (both are great at this)
- Insert all of the relevant questions you’ve prepared for your survey
When done, you can then send the URL of your survey via an email to your chosen audience and ask them to fill it out. Await the results and then review them to see how they responded.