Within the marketing realm, there is an abundance of various methods and tools you can use to educate and persuade your prospects and existing clients to work with you.
Amongst these many methods and tools is the notable newsletter– but what is a newsletter, you ask?
A newsletter is a marketing tool used by businesses to share relevant information with their community of prospects and customers directly through their inbox.
Your subscribers receive valuable content that promotes your product or services. This content should be engaging with the ultimate goal of driving traffic to your website.
Whether you’re new to the concept of writing newsletters, or you’ve written newsletters before but could use some advice, this article is an excellent resource to help you write newsletters that engage with your audience and generate results.
What is the Purpose of a Newsletter?
As stated above, the ultimate goal of sending a newsletter is to share relevant, engaging information with prospects and customers to drive traffic to your website. But let’s expand on that a little bit more.
Newsletters, in particular, are very useful for any specific objectives in a marketing campaign. These objectives could be things such as increasing your open rate or click-through rate, getting new subscribers or attaining the best conversion rate possible for a featured product or service.
Regardless of what your objective may be, your newsletter must be as specific as possible so you can draw in your target leads and easily calculate results.
Why do Businesses Use Newsletters?
We’ve touched a little bit on what a newsletter is used for, but its purpose goes beyond just simple conversions and analytics.
Nearly any type of business, big or small can benefit from sending newsletters. Some business owners take on the task of writing their newsletters themselves, but it is much easier to hire a reputable copywriter to do the job for you.
Here are some businesses that benefit from sending newsletters:
- SaaS companies like to use newsletters as a way to deliver valuable and informative content to existing and potential customers.
- eCommerce businesses are known to use the email automation feature for alerting customers of order updates, shipping information and website tracking to help close on a sale.
- Bloggers and content creators tend to use newsletters to update audiences on the latest releases and promotions.
No matter the industry or niche, newsletters act as the bread and butter in a variety of marketing strategies. If you’d like to learn more about how you can create engaging content for your business, contact us at Copywriter Today!
What are the Key Elements of an Effective Newsletter?
So what is a newsletter that is powerful and persuasive supposed to look like?
We see newsletters in our inboxes all the time, but can you differentiate the ones that hold your attention versus the ones that drag your mouse to the “delete” button?
To learn how to write a newsletter that overthrows the competition and maximizes results, you first need to identify, understand and execute the key elements that make your newsletter effective.
Clickable Subject Line
Think of your subject line as your first impression to your audience– in order to keep them interested, you’ll need to put your best foot forward.
Now if you’re familiar with subject lines, you’ll know that they provide a limited amount of space to get your message across. That is why it is so important that you are as specific and concise as possible in communicating to your reader what to expect when they open up your newsletter.
In doing this, you first need to know what isn’t effective. Many businesses think that tricking your audience into opening your email is a smart strategy, but in actuality, it breaks the trust and credibility of your business. This can result in them unsubscribing and looking elsewhere.
A great way to test if your subject line is strong is by utilizing the A/B split test on a small portion of your audience. The one that performs best can be used for the remainder of your newsletter list, ensuring an optimal open rate.
Much like the subject line, the pre-header will be seen before your customers open your email. It acts as a short preview or summary of the contents of your newsletter, but gives you less limitation on the amount of text you can write.
This snippet of information is pulled from your newsletter to convince your reader that its contents will offer them valuable and relevant information. This ultimately should compel them to open the email and read through it.
A pre-header is what a newsletter needs to stop your audience from ignoring your email or clicking “delete,” so consider adding one to your next email to see if it boosts your results.
Attractive Graphics/Images that Pop
No one likes to open up an email to see a huge block of text. That’s where visually attractive graphics and images come into play.
Break up your text by incorporating visuals throughout your newsletter. This will boost readability and prevent overwhelming your readers.
Not many people have the time and energy to sit and read lengthy walls of text, your graphics and images will trick their eyes that there is less to read, preventing them from giving up before they’ve even started.
If you’re going to include visuals, make sure they are clean and align with your brand. Ugly and irrelevant graphics and images will not serve you!
User-Friendly Layout Design
What a newsletter is known to have that regular emails do not is a brand-specific layout design, and it can make or break the integrity of your brand.
Everything from colors to subject material should be representative of your brand, appealing to the eye and most importantly, it needs to be user-friendly.
Elements such as your logo, contact information, call-to-action and so on should always be in the same, convenient location so your readers can easily access it. I think we’ve all had the frustrating experience of navigating a poorly designed page, so don’t put your audience through that as well.
Hyperspecific Call-to-Action (CTA)
Without a call-to-action (CTA), you mind as well not write the newsletter at all!
CTA’s are the vital channel that brings your prospect straight to your website or a specific page on your website that features a certain product or service.
It is best to always put your CTA at the end of your newsletter, but you can also increase the chances your readers will click if you put a couple more throughout the article.
Your ending CTA is the overall message that you want your potential customers to leave with, so be sure your CTA is hyper-specific so your prospect knows exactly what they are accountable for.
Social Links Button/Icon
Everybody has social media these days, so it would be silly not to include a way for your prospects to access your business’ social media accounts.
You can share your social media accounts through links, buttons or icons. Keep in mind, buttons and icons will stand out more, but feel free to choose whatever fits with the overall look you’re going for.
This is a great way to invite your readers to interact with you via social media and access your other products and services. Don’t be afraid to use this platform to take advantage of promoting everything you have to offer.
Create Content That Makes Your Brand Shine
Businesses like yours witness results when they take advantage of all the tools in their utility belt. Out of all your tools, think of newsletters as your hammer.
Creating compelling newsletters takes time and practice, but with these 6 key elements, you will be well on your way to mastering the craft.
However, writing consistent newsletters can take up a lot of time. If you feel like you’re ready to delegate, hiring a reputable company to handle it for you is the best way to go.
At Copywriter Today, we meet and excel the content needs of businesses across all industries.
Contact us today to get a customized content strategy that will rank you higher in search engines and exceed your competitors.