Knock ‘Em Dead Digitally: How to Write a Killer Email Newsletter
Ever receive an email newsletter you send immediately to your trash bin or junk mail? Learn how to never let that happen again.
The average marketing email gets opened 20% of the time. Of those, 2.43% click a link in the email. Want to do better than that?
Keep reading to learn how to write a killer email newsletter that gets read and produces results.
Your Subject Line
The subject line is the first thing that subscribers see. You have a few seconds to grab their attention. If you’re going to have a chance of getting open, it’s vital that you get this part right.
Keep these guidelines in mind:
Tell vs Sell
In your email newsletter subject line, don’t try to sell. Rather, tell what the email is about. People get turned off when they feel a company is pushy and too “salesy.”
On that note, don’t send too many sales messages to your list either. Most of the time send helpful, educational content with an occasional offer thrown in. Too many advertisements and sales messages will result in your newsletter getting ignored.
The open rate increases by 17% with personalized subject lines. Your email provider makes this part easy with template codes that pull the subscriber’s name into the subject field.
Some services provide the ability to personalize using information pulled from other apps. For example, HubSpot-MailChimp integration.
Be a Tease
This is one of those times where it’s okay to be a tease. A teaser subject line piques curiosity and makes people want to click.
Content: Avoid Overwhelm
The number one reason that people unsubscribe from email lists is getting too many emails. Send out emails when you have something important to say, not because you think you should.
Write a clean copy that’s concise. Poorly written content ruins credibility and makes it look like you’re unprofessional. If you aren’t a good writer, find someone who is.
You want to summarize information and leave it up to the reader to learn more by clicking out to your website. This is where a clever call to action comes into play.
Dodging Spam Filters
You should study spam regulations before getting serious about creating a successful email newsletter. There are laws in place for handling other people’s personal information. The last thing we want is for a well-meaning marketer to get into legal trouble.
Your “From” and “Subject” lines should contain your organization’s name for instant recognition. If your subscribers don’t remember who you are, they’re more apt to hit the spam button.
No Spam Words
There are certain words that will send your email into the recipient’s spam folder without them ever seeing it. Avoid these words like the plague. A few examples are:
• Words in all Caps
They matter the most in the subject line.
Increase Click-Through Rates
Once you’ve made it past the initial open, there are a few things you can do to maximize the chances of getting an inside click to your offer or website.
Did you know that adding a video to your email newsletters will increase the CTR by up to 300%? We live in a time where consumers prefer video over reading text. Besides that, a minute of video conveys 1.8 million words-worth of information.
Give Subscribers What They Want
If you’re seeing less than stellar click-through rates, make sure your subscribers are happy with the content you’re sending. How? Ask them.
Send out a survey and ask what they want and don’t want. Also, when someone unsubscribes, ask why as well.
Optimal Time of Day
Historically, Tuesday to Thursday are the best days to send out a newsletter. Varying the days and times you send and then tracking the results will reveal the best days for your particular audience.
Looks Matter: Your Email Newsletter Design
Use a professional-looking design for your email newsletters. Once inside your email message, you’ll have a few seconds to convince a subscriber to read on. A great design organizes your content and is pleasing to the eye.
Most mailing list services have free templates you can use to spruce up your email newsletters. You could also hire someone to make a custom newsletter design for your business.
Now It’s Your Turn
While keeping the tips listed above in mind, get started with your own email newsletter campaign with these steps:
1. Figure out what you want to accomplish with this newsletter.
2. Create an editorial calendar to plan your content around your goals. Cover one topic per newsletter.
3. Come up with winning subject lines that are under 50 characters long.
4. Create your newsletter design template.
5. Write your newsletter and provide valuable information, but keep it short.
6. Check your grammar and ease of readability.
7. Send your newsletter out to your subscribers.
8. Track your results, tweak and test to improve.
Have any more tips on how to create the best email newsletter? Let us know in the comments.