If you are struggling to get results from your email newsletters, or want to create a newsletter for the first time but are not sure where to start, this is the guide for you. Below we have outlined our top tips for creating an email newsletter your subscribers will actually want to click and engage with.
Find a focus
The biggest problem many email newsletters have is that they lack focus and as a result appear cluttered and confusing. You can’t include every aspect of your business in every newsletter. Instead, it is better to make each one niche and focused on one aspect to drive engagement. Your newsletter can’t be all things to all people, you need to target a specific audience each time.
Don’t always try to sell
The best newsletters are 90% educational, informative and exciting, and only 10% promotional. Your subscribers don’t want to hear about your products and services 100% of the time, they want to be informed, entertained and actually gain something from your email. Keep in mind that, that 90% of people use Google to ask a question, or to find something out and only 10% of users are looking to make an imminent buying decision. You should apply this to your newsletter.
Work on your ‘Subscribe’ page
If you are experiencing a high unsubscribe rate, it might be that you are misleading people about what they should expect from your newsletter. Make sure to make it really clear how subscribers will benefit from your emails and what information they can look forward to. It is likely you will experiment initially, so make sure to update this page if your email newsletter changes dramatically from your original idea.
Spend time creating a subject
The subject line is one of the most important aspects of your email newsletter. This is because, even though someone has subscribed, there is no guarantee they will open your email. You need to make your subject line engaging, exciting and enticing but again, not misleading or you will increase your bounce rate (those who open your email and close it immediately) and unsubscribe rate.
Some companies keep the subject the line the same for each email consistent, to create familiarity among their subscribers. However, perhaps a better approach is to create a different, engaging subject line each time. Click bate can put off many subscribers instantly, so it is important to find the right balance. Hubspot have a recipe for success on their blog, giving more great tips on writing the perfect subject line.
Track, track, track
Whenever you are trying something you, like embarking on an email newsletter campaign for the first time, it is essential track the results. You can track the emails using Mail Chimp or even using Google Analytics, among others. Create a spreadsheet to fill in each week, as this will make the information easier to digest and you can directly compare the results of each newsletter. By making a note of everything you included in each email, the times and days they were sent out and which links received the most clicks, you can monitor exactly what does and does not work.