Newsletters are typically used to educate and enlighten audiences about promotion, updates, and more, all with the aim to widen a brand’s reach. They are not innately promotional but are used more for providing insights that build brand authority and credibility. The readers get these scheduled newsletters because they subscribe to them, and this kind of connection allows marketers to start conversations and build relationships with their audience.
So, with the benefits of newsletters in mind, the question is how to create newsletters that will perform exceptionally. We’ve seen marketers that try to do too much because they believe a newsletter is a way to kill many birds with one stone. They don’t see the engagement they want because their newsletters lose their focus. To prepare a really good newsletter, you need to:
1. Keep It Simple, Catchy, and On Point
Audiences spend less time reading emails than a white paper or blog post. That is why they must understand what the newsletter is about as soon as they open it. The content should be kept straightforward and simple to keep the communication quick and digestible. Nobody likes being flooded with newsletters that provide little or no value.
2. Write Killer Subject Lines
The subject or headline should tell the readers what your newsletter is all about, and it should grab their attention. People receive tons of newsletters these days, which is why you need to make it stand out immediately. Give them a reason to open and read it right away. Otherwise, they might leave it for later, but in most cases, that “later” never comes.
3. Don’t Lose Your Focus
Before you begin to write, jot down some ideas for your newsletter throughout the month leading up to when you put it together and send it out. For example, your goal might be to send product updates, promotions, discounts, or other information that you’d want to share with your subscribers. Always keep notes to get a good head start when it comes to writing newsletters.
4. Bullet Points
Brevity is one of the most important parts of good writing. The purpose of writing bullet points is to keep readers moving through the copy, and writing long and complex bullet points would defeat that purpose. Bullets are mini headlines that express clear promises and benefits to the reader. Keep them as symmetrical as possible, avoid bullet clutter, and keep your bullet groups thematically related.
5. Personalize, Personalize, Personalize
With the right tools, you can use the recipient’s order history and preferences to offer personalized product or service picks. After you segment your customer base into groups, you can optimize and personalize your newsletters for each group to improve engagement. By personalizing your newsletters, you will make each customer feel special and catered to, which is one of the leading marketing trends today.
When it comes to the number of newsletters you should send per month, the unwritten rule goes - the smaller the brand, the fewer emails you should send. And the larger the business, the more emails they should send. E-businesses with more than 5,000 subscribers send newsletters (and other email campaigns) about 5-7 times per month. Those with more than 50,000 subscribers send emails every day because they produce more content and have more products that are worthy of sharing.
With an all-in-one tool, such as DG1, you will be able to collect data on your site visitors and subscribers, analyze it, segment your audience, and send out personalized newsletters and in-app notifications.