How To Create An Email Newsletter People Will Actually Read

When it comes to staying in touch with customers and broadcasting updates about your business, there are few tools more effective than an engaging email newsletter. Whether you send one monthly, weekly, or sporadically, it is a great way to share a large amount of information. That being said, there is a fine line between simply having a newsletter and having one that people will want to read. In this post, I will provide a few tips for creating an informative and entertaining email newsletter that your subscribers will not only engage with but look forward to seeing in their inboxes. Indeed, there are going to be different approaches necessary depending on the industry you work in. However, some basic tricks are universally successful.

Brand Your Email Newsletter

You must brand your business’s newsletter as something unique. That way, it is more than just another email hitting your subscribers’ inboxes. With so many emails flooding in daily, most people are used to tuning out the clutter. Giving your newsletter a unique name, look and layout become more of an event. For those old enough, think of it as replicating the feeling of receiving a magazine in the mail or the latest newspaper on your front porch. Branding your email newsletter gives it an identity that leads to recognition. My suggestion would be to keep the name related to your business or industry so that when you first start, customers will be intrigued without guessing what the email is about.

A newsletter is an extremely valuable marketing tool and lead generator for your business, you want to make it as exciting to receive as possible. Make people feel like they are getting value every time they see your newsletter.

Stay Consistent

Branding is only the first step. The structure of your newsletter is also extremely important. To build a following, you must stay consistent with what every edition offers “value.” For example, you may include recent blog posts, updates, and a new offering from your business. While I do not suggest stringently sticking to the same content structure every time you send out a newsletter, it is important that subscribers can rely on consistently relevant and valuable content.

This tip applies as much size as it does structure. You do not want to send a lengthy newsletter for one month only to send a much shorter email the time after. Try to find a length that works and stick to it. Keeping it short and sweet is usually a good goal to have. No matter what, you want your newsletter to be a consistently reliable source of information for your customer base and those who subscribe.

Create Exclusive Content

One big mistake many businesses make is releasing newsletters comprised solely of recycled content from the previous month (or period since the last edition). In doing so, these businesses risk becoming repetitive and consumers losing interest in their newsletters. A great way to ensure this does not happen to your email newsletter is by creating exclusive content that cannot be found anywhere else; on your social media pages, website, or in any other marketing materials. This way, there is an incentive for people to read your newsletter.

Instead of allowing customers to just catch up with your business, you are providing them with an opportunity to learn something new. Exclusive content does not have to be boring either. Think outside the box. You could highlight a different team member for every issue, offer a client success case study, throw a never-before-seen video or provide free downloadable content. The possibilities are endless. Whatever you do, make sure that you are giving people every reason to subscribe, read and look forward to receiving every email newsletter your business puts out.

Keep The Conversation Going

If a tree falls in the forest and no one is there to hear it, does it make a sound? Excuse the cliche adage. But it is extremely applicable to your newsletter. Having the best content and offering great value does not matter much if you do not try to get people pumped. Even in an ideal world, the chances of people seeking out your newsletter that they do not know about are slim to none. Don’t sit around and wait for that. A trick for getting people excited and subscribing is to hint at or consistently reference your newsletter on different digital marketing channels. Include it in your overall strategy and make it so that people want to go read the next edition. For example, if you have a really good conversation on social, keep it going by saying something like “read more responses in our newsletter” or “we have picked the best questions to answer in the next issue of [insert branded newsletter name]”. By making it part of your overall marketing ecosystem, you will give your newsletter the best chance to succeed.

If your business already has a newsletter, trying to implement these tips will have people doing more than just opening your periodical. You will see subscribers clicking through the content you have provided. Don’t kid yourself, this is a fantastic way to nurture existing customers and have them constantly returning for more. If your business does not have an existing email newsletter, it may be time to consider starting to send one out. We are always interested in working with you to improve your business’s digital marketing strategy. From newsletters to social media, we have got you covered. Contact us today if you want to make a splash in your local market.