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How to Make Newsletters that Are Actually Worth Opening

Posted by Brooke Tajer on May 20, 2016 10:37:00 PM
   

newsletterEmail marketing is still one of the best ways to promote your business or brand. Most people start their day by checking their emails, and a well-written newsletter is a reliable way of reaching out to people. But, composing a newsletter that your subscribers want to open can be a challenge. Here are some tips that can help you write better newsletters:

Write eye-catching subjects

Without a good subject line, your email is going to end up buried under the hundreds of other emails that your subscribers receive. To get around this, you'll need to write captivating subject lines capable of persuading your subscribers to click them.

Use sensory and emotionally stirring words in your titles, as well as numbers and statistics, because numbers are great for catching people's attention. Be simple and straightforward, avoid over-complicating your title to the point that people will have no idea what they'll see when they open your email. Most importantly, figure out what your readers want. Every niche is different, but your analytics will give you insight on how to finesse your length, content and approach by tracking your most-opened emails.

Make your emails more engaging

Reading emails takes time, and keeping people's attention for more than 10 seconds can be hard. You don't want your newsletter to take forever to read. Your newsletters should be digestible and establish trust with your reader.

Write fast. Use short sentences. Shorter sentences project energy and enthusiasm. Longer emails are a drag to read. Occasionally ask questions throughout your email to maintain your reader's attention and avoid using the same formula across all of your newsletters. Your subscribers should know what kind of experience they can expect with you, but not be so familiar that they’ve read it all before.

Make your emails more personable

Go for a minimalist design that allows your voice to be the star of your communication. Avoid being overly professional, unless that’s your niche. Avoid using a template that doesn’t evoke your personality and industry and try going for a minimalist design.

Newsletters should ideally be written conversationally, because newsletter subscribers are interested in getting to know exactly who you are. Your content should also feel personal, as if you're addressing just one person and not your whole list of subscribers. If possible, don't use your business' name on the from address. Instead use your own or your marketer's. And above all, try to empathize with your audience. Customers should feel like they're receiving an individualized email from a friend, not something branded from a corporation.

Encourage feedback

Encourage subscribers to offer feedback on both your business and your newsletters. Use email as another avenue for communication between you and your fans. Ask for their thoughts regarding the look and feel of your website, newsletters, products or store, and what kinds of emails they want to receive?

Improve your header and footer

Your newsletter's header is one of the first things that people see when they open your email. A poorly designed header can turn readers away. This portion of your email is a great place both for branding and injecting personality. Spending time and money on your header’s design can prove to be a good investment when you start to see an increase in subscribers. There should also be cohesiveness that starts with your header and flows throughout your design to increase brand recognition.

Your footer is just as important as the header. Footers generally contain the calls to action that you want your subscribers to use. Ideally, it should provide a smooth and easy user experience. Footers are also a good place to include links to your social media accounts and links to content on your blog.

Never underestimate the power of email marketing. By writing better emails, you're opening yourself up to more customers and more ways to promote your brand.

Topics: marketing

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