An effective email newsletter is a valuable marketing tool for businesses. The massive popularity of this channel is largely attributed to global email users amounting to 3.9 billion users in 2019. It is all set to grow to a whopping 4.3 billion users in 2023.
An email newsletter is an email that offers prospects, readers, and fans (who subscribe) a curated list of your most interesting content, promotions, offerings, and announcements. It’s a crucial element of your overall email marketing campaign.
However, as a marketer, if you want to grow your business, it’s important to understand the effectiveness of email newsletters. Email is an excellent marketing channel that beats out other digital marketing tools to help you get more sign-ups, conversions. Plus, it strengthens customer relationships.
In this blog, we will explore the elements that make an effective email newsletter, getting the best out of this channel.
Top 5 Elements of an Effective Email Newsletter
1. Compelling subject line
The subject line of an email plays a significant role in creating the first impression and catching readers’ attention. They develop curiosity and intrigue readers’ minds for higher open rates and help build trust with your readers.
Your subject line should be short yet powerful enough to tell your audience what to expect when they open your newsletter. Vague subject lines quickly lose their interest. So, make sure it uses actionable language and is specific to your target audience. For instance, “Shop & Save 50% Today Only…” or “Get a Free Coupon …”.
Also, avoid giving your readers false hopes by tricking them into opening your email newsletter with an enticing subject line but has nothing to do with the actual content. This can lead to a loss of trust in your target customers.
2. Eye-catching graphics
Graphics are something that pulls the audience towards different pieces of content included within your email newsletter. That’s why it’s very important to put a lot of thought into the images and other graphics you use in your email newsletter and how you use them.
Also, make sure that the formatting used in the newsletter works for all device types and there is enough room to work on your design elements. This will help you create a highly readable and engaging email newsletter.
All in all, your email newsletter should truly reflect your brand, such as the choice of colours, font, and content tone. Also, it is crucial to maintain consistency in terms of various elements such as contact info, logo, and other details to make it easy for readers to locate your content and engage with it positively.
3. Personalise your email content
Make your subscribers feel valued by sending personalised email newsletters. You can do this by addressing the readers by their first names, including their company’s name in the address, or using relevant, reader-specific data in the email.
This will make your audience feel that you genuinely understand their expectations and pain points. In turn, they’ll be paying more attention to the content of your newsletter and eventually to the products/services you offer.
That’s why it matters a lot to segment your subscriber database and come up with targeted email newsletters based on reader type, specific areas of interest, preferences, likes, location, and more.
4. Always be brief and concise
As a marketer, it is important to remember that your subscribers are generally flooded with emails daily.
To make sure that readers are not just scanning through your email newsletter but actually reading it. Make sure that it’s not loaded with unnecessary content and is difficult to scan through. Because the tendency is, readers will just skip, delete your email, and move on.
The key is to be clear on the purpose of your newsletter and the actions you want your subscribers to take. This will make it easier to create clear, brief, and concise copy that immediately catches readers’ attention.
5. Strong CTA
Never end your newsletter on a vague note. Always add a powerful and direct CTA (call-to-action) for your readers.
Your CTA could be anything from the next step you’d like them to take or a larger message you want to leave your audience with. You could be asking them to fill out a form, know more about your product, or join a certain event. You can also add a link or button to make it simpler for them to take action immediately.
Amp up your email marketing game today
Email marketing is one of the most efficient yet cost-effective ways to engage your existing customers, nurture prospective ones and generate brand new leads on an ongoing basis. The latest statistics also suggest that more than 87% of digital marketers use email marketing channels to disseminate their content, just behind social media (91 %) and company blog (89 %).
Whether you’re revamping your current newsletter or completely new to the process of designing one, it can be very overwhelming, to begin with. However, with the tips we’ve listed above, you can ensure to come up with the most thoughtful and valuable newsletter that will excite and engage your readers.