5 Rules for Creating Effective Newsletter Campaigns

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It’s not easy to create an effective newsletter campaign in a world full of noise and email overload. But yet again, almost 60% of adults check their emails first thing in the morning. And email conversions are still 40% higher than conversions from social media or online ads. It’s clear that email is here to stay and if you want to survive, you have to be catchy and engaging and you need to draw people in with your newsletters.

In order to create powerful newsletter campaigns and maximize the conversions, you need to keep in mind several important key areas.

1. Newsletter set up

While setting up a newsletter, it’s important to think about your target audience and about the goal you want to achieve by sending these emails. The newsletter should contain bold images, catchy headline, titles of the blog posts and a short intro of each article. Don’t forget to include links to your social media channels and make it easy for the readers to share the content of the email with their friends and followers.

Branding

Your newsletter should have the same branding as your website and other marketing materials – the look & feel of your company needs to be present. Don’t overdo it with the amount of images and texts. Keep it short, simple, but also catchy and interesting.

Call to Action

Probably the most important part of the newsletter is a catchy call to action. It should be visually appealing and it should be in line with the main goals of the newsletter. Make sure to use action-oriented language and instruct people what should they do next (subscribe, download, read, watch…)

Always include a catchy #calltoaction in your #newsletters Click To Tweet
The goal of the newsletter

Whether it’s to increase the number of subscribers, drive traffic to your website or simply to increase your sales, the goal needs to be clearly defined before you even start creating a newsletter. Maybe you want your readers to watch a promo video, attend your webinar or download an eBook. Make sure that your call to action is reinforcing the main goal of the newsletter.

Creative email subject / headline

An attractive headline can make or break the success of your newsletter. You need to draw your readers in by making them curious (by a creative, even a bit mysterious headline), by making them feel something – anger, happiness,… (by controversial headline), or by making them want to learn (by stating a clear educational content of the email).
If you’re not sure about the power of your headline, you can always do some A/B testing and try out several different versions. Then you track the results (open rate, click rate…) and decide on the best performing email subject.

Other tips
  • You should place the links to your social media channels at the beginning or at the end of the newsletter and they should be clearly visible. If you want the readers to share your posts on their profiles, you need to make it easy for them.
  • Don’t forget about alt text for all the images in the email and make sure they have a correct size. If they’re too big, they might not load correctly and if they’re too small, they might not be sharp enough.
  • Your goal is obviously to make people read your newsletter – and take other actions, but you need to understand that not everyone will love your content. That’s why you need to make it easy to unsubscribe. The most common way is to include a small link at the bottom of the email. If you won’t enable people to unsubscribe easily, they might keep deleting your emails without even opening them. Or even worse, they mark it as “spam” and if many people do that, it will cause trouble for your credibility online.
  • Involve the reader in the discussion: Ask them for a feedback, what do they want to know, what should you write about next time… Or more product/service related questions: what features they still miss or what kind of options & functionality would they welcome.
    Or you can simply create a small survey and ask industry-related questions, or make a research among your target audience, the options are endless. And you can gain a lot of interesting and useful insights and information that will help you improve your overall communication.

newsletter-timing2. Consistency

When setting up a newsletter strategy, it’s important to create a consistent time planning. You need to choose the day & time for your emails and make it regular. The “how often” is up to you – if you produce a lot of content and have plenty of things to share with your reader, you can send out newsletters twice a week. If you have less interesting stuff, once a week or even once a month is also a good strategy. But you need to stay consistent, e.g. you send out an email every first Thursday of the month at 7am. Or you can decide to do it once a week, every Sunday evening.

You need to choose the right date and hour depending on your business and on your customers. It’s recommended to do some A/B testing and find out the suitable days and times that provide the best conversions/sign-ups/sales – or whatever else you are trying to achieve with your newsletters. It’s important to test that especially when you enter new niches with a new target audience.

There are different strategies for B2B and different for B2C – sending your emails during working hours VS focusing on “private time” in the evenings and on weekends.

3. Type of content

The content of the email should be interesting, educational and only a little bit promotional. You need to have the right balance in order to keep the readers interested. A newsletter full of branded stuff and promo of your products/services might be quickly disregarded as useless, uninteresting and even as spam. You should include educatory posts and offer your reader something new to learn.

The type of content can be different – you can include your top-performing blog post of the month in the main position and then list few other blogs. Or if you have several main blog categories, you can include the latest post from each category. Make sure that the email is not too long (no one will read it), but it shouldn’t be too short either (not enough space to provide useful information)

people want to get personalized information - segmentation is a key! #newsletters Click To Tweet

4. Segmentation

Segmentation is becoming really important also for the newsletter campaigns. People want to get personalized information, so your emails should be based on their position in your sales funnel. You need to communicate differently with the leads and opportunities and differently with your current customers. And depending on your industry, you might want to separate your customers to several smaller clusters.
For example, if you offer a service paid on monthly basis, you can prepare different newsletters for people/companies with basic/standard packages and different for people/entities with big enterprise packages.

5. Responsive Design

And last but not least, responsive design is a key! Nowadays, over 53% of emails are read on mobile. What does that mean? That you should be really careful while preparing your newsletters and make sure that they are adapted to fit desktop, tablet and mobile. If your reader opens a newsletter on their phone, and the email is not easily readable on this device, they will close it and never come back to it. So take your time and test your emails, make sure that your responsive design works well on desktop computers as well as on mobile devices.
You have only a few seconds to catch your readers’ attention, so make sure that you do it right!

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One thought on “5 Rules for Creating Effective Newsletter Campaigns”

  1. Alexander says:

    Great blog with really useful information. Especially the difference between B2B and B2C is very important. Not only the date & time for sending such newsletters, but also the content itself can be really different depending on the business you’re in. Overall, Interesting reading with some good advice!

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