Anatomy of Newsletter ? Why do I need one ?
Because your email can either work wonders or flounder. And who wouldn’t want to stand out in a crowded inbox to capture your reader’s attention?
Whether you believe it or not, but one relic of the early internet isn’t dead. That is email marketing !
Your work is often lost in an ocean of posts and also your blogs somewhere gets disappeared on social media. Meanwhile, newsletter has seen renaissance, no matter how old-school it sounds. Hence, email and newsletter remains one of the most reliable way of creating a loyal audience, whether you’re one of the top 100 companies or just a freelancer.
With that in mind, there’s little doubt email newsletter should remain a high priority for content marketers. But there’s still one big question: How do you get your content to stand out in increasingly crowded inboxes ?
Head over to the next section to uncover email newsletter anatomy tips to follow.
Anatomy Tip #1:
Balance the Educational and Promotional ContentOdds are that your email newsletter subscribers aren’t looking forward to hear about your products/services 100 % of the time. While they love you, and want to keep in touch, there’s only so much promotion you can carry out before they branch off.
Don’t give them such a chance. Focus on sending your subscribers educational, relevant, and timely information. Unless you have big news about your product/service or company, get rid of promotional aspect.
Not every email needs to be measured in sales. Sometimes brand loyalty can be of equal value.
Anatomy Tip #2: Set Expectations
Be specific. Communicate to your subscribers what exactly will be in store for them in the newsletter and the frequency at which they can expect to hear from you. Wouldn’t that be great as a subscriber ? Since you’ll be aware of who exactly you’ll be expecting in your inbox, what is being received and at what intervals. As a marketer, such a practice of having communicated this information up front goes a long way in diminishing your “unsubscribe and spam” rates.
Anatomy Tip #3: Get Creative with your Subject Lines
There’s no guarantee that subscribers will open an email newsletter even if they have signed up for the same. Why ? Because many a times, marketers do not get creative with their subject lines that entice your subscribers to open the emails. You want to make your subscribers familiar of your weekly/monthly newsletter and there you go wrong by keeping the subject lines the same every time. The right approach would be to give them an incentive in a subject line, so that their click on the newsletter is on spot. Go different, creative and engaging with your subject lines.
Anatomy Tip #4: Keep Design and Copy Minimal
Newsletters have this natural tendency to feel cluttered. So, the trick to make newsletter look uncluttered includes two things: concise copy and sufficient white space.Concise copy is imperative because it gives your subscribers a taste of your shared content, just sufficient enough that they’re curious to click and learn more. Since they can’t be hang around reading your email all day, concise copy gives them a chance to go elsewhere (your website, blog etc) to consume the whole content piece.Moreover, white space is also an important consideration because it helps diminish the cluttered feel of the newsletter. Also, it is much easier for your subscribers to click on the right link when they’re accessing your newsletter on mobile.
Anatomy Tip #5: Don’t use Generic Email Address
Though a lot of on-to-one emails are received from an individual account, you may desire to send to a number of people to update them about some big news in your company/sector or Product/service.
No matter whichever be the case, the name in the “from” field have a great impact on the open rates as well as the click through rates of the newsletter. It is believed that, subscribers instantly feel a personal connection if they receive an email from an actual person, say, “Jack Sparrow” rather than from Company X, or even worse from donotreply.com.
So use these email newsletter best practices as a jumping off point and then experiment to find your secret sauce. Do let us know if it turns out awesome !