The Ultimate Guide to Creating Effective Email Newsletters
It’s time for your weekly team meeting again and this week you’re brainstorming how to build brand awareness, connect with customers and drive engagement; when someone chimes in with an idea that solves all those problems at once–an email newsletter.
Before you know it, you’re in charge of your company’s brand-new email newsletter. Email newsletters have been a staple of digital marketing for decades. You’ve read hundreds of email newsletters in your time and you’ve received hundreds more but where do you start when making your own?
Creating an effective email newsletter requires a strategic approach that involves more than just hitting the "send" button. We’re here to walk you through the key elements of an effective email newsletter and provide practical tips to help you create and optimise your own.
Define Your Goals and Target Audience
Before you jump into crafting your newsletter, it's important to define what you want to achieve with it. Do you want to drive sales, increase website traffic, or build relationships with your subscribers? Once you have defined your goals, it's time to think about your target audience. Who are you trying to reach and what do they want to see in your newsletter? Understanding your audience will help you tailor your content and messaging to meet their needs and interests.
Choose a Template that Reflects Your Brand
Your email newsletter should look and feel like an extension of your brand so that it’s easily recognisable to your audience. Whether you’re designing your own template or having a custom one made for you, make sure you choose a professional-looking template that is visually appealing and easy to read. If you’re choosing your own template, it can be easy to get carried away with all the designs on pre-made templates so make sure that you keep your branding consistent with any colours, fonts, and images you use.
Create a Compelling Subject Line
The subject line is the first thing your subscribers will see before they’ve even clicked on your email, so it's important to make a strong first impression. Your subject line should be attention-grabbing and clearly communicate the purpose of your newsletter. As tempting as it may be, avoid using misleading or ‘clickbaity’ subject lines, this will only hurt your open rate and damage your relationship with your subscribers.
Use a Clear and Concise Call to Action
Every email newsletter should have a clear and concise call to action (CTA). Whether you want your subscribers to visit your website, make a purchase, or sign up for a free trial, your CTA should be prominently displayed and easy to understand. Make sure your CTA aligns with your goals and provides value to your subscribers.
Provide High-Quality Content
Once you’ve managed to get your subscribers to open the email, you want to make sure they actually read it. The content of your email newsletter is what will keep your subscribers engaged and coming back for more–in this case, opening future emails. The type of content you include will vary based on your industry and audience, but make sure that it is always relevant, valuable, and informative. Mix it up by including a variety of content types, such as blog posts, product updates, promotions, and industry news. Also, make sure your content is well-written and easy to read.
Optimise for Mobile
When was the last time you checked your email on your phone? More than likely it was at least once in the last week. You’re not alone; more than 60% of email newsletters are opened on mobile devices, so it's important to make sure your newsletter is optimised for viewing on mobile phones and tablets. When you’re designing your email you’ll want to look for a responsive template that adjusts to different screen sizes. Then, as you’re customising the template, make sure you’re keeping your images and text simple and using a clear and concise CTA that is easy to tap on a small screen.
Test and Refine
Finally, it's important to regularly test and refine your email newsletter. Pay attention to your open rate, click-through rate, and engagement metrics, and use this data to make informed decisions about what to include in future newsletters. Regular testing and refining will help you continuously improve your email newsletter and achieve your goals.
There you have it! It’s true, creating an effective email newsletter takes time and effort, but the rewards are worth it. By following these guidelines and best practices, you can connect with your customers, build brand awareness, and drive engagement. If you find that you need a little extra help with your email newsletter, don’t despair!
At Finch Design Company, we're experts in crafting and delivering effective email campaigns and newsletters that deliver results for our clients. Let us put our expertise to work for you. Contact us today or book a free 1:1 workshop to discuss your business needs.
