1. Identify Your Goal
Before you start creating your newsletter, you will want to identify what your overall goal is. Is it to generate leads? Get more traffic to your website? Keep clients up to date? Identifying a goal can help you stay on track with your overall marketing and business goals. You can look at click through rates and open rates as an indicator of your newsletters performance but it shouldn't be the only metric you care about.
2. Optimize for Mobile
Nothing is more frustrating than realizing that your perfectly designed desktop email is far from perfect on mobile. 45% of emails are opened on mobile, 35% on desktop and 19% in a webmail client. Checking emails is also the most popular activity to do on smartphones! This means that creating newsletters optimized for mobile is no longer a nice-to-have, it's a must-have!
3. Share Other Peoples Content
Do you care about your subscribers? Of course you do! You can show it by sharing interesting content that would be useful to them even if you didn't write it yourself. You want your subscribers to know that their well-being is your priority so if you see something that they might like, share it! Sharing other people's content is also a great way to build relationships with the writers.
4. Use Buttons
Want your subscribers to interact with your email? Create an obvious call-to-action! One of the most effective ways to do this is by using a button. For example, if you don't want your email to be text heavy then you can insert a “Learn More” button that will lead interested readers to more information.
If you need help creating a button, check out this Call- To- Action Generator!
5. Use Recipient's Name
Your newsletter may be going to hundreds of people, but you can make each one personal by using the person’s name. People love hearing their name and studies have shown that people pay more attention when their name is used. If you are using an email service provider to send your newsletters, there are tools that you can use to autofill the person's name in either the subject line or message of the email.
6. Have a Good Subject Line
The first thing someone sees when they receive your email is the subject line so you have to hook them from the get go! Here are some tips on how to write a catchy subject line:
- Don’t be deceiving- the best subject lines tell what’s inside!
- Don’t write subject lines like advertisements
- Use the recipient's name
- Be straightforward
- Don’t put words in ALL CAPS
- Keep it short
7. A/B Test
A/B testing is when you split your mailing lists into two groups and send each group a different email. This is a great way to see what kind of subject line, content or creative works best with your audience. Don’t forget that you can only test one component at a time! For instance, if you want to see what kind of image works best, you should put different images in the emails but make sure the subject line and the rest of the content are the same in both emails. If you have different images and different subject lines, you are not going to be able to see which component made the email successful.
8. Use a Clear Template
Before you write your copy, you should decide on the layout of your newsletter. That way you will know exactly how to space out your content. Your template doesn't have to be flashy- minimal text and color formatting will look great! The main thing is that you want it to be easy for recipients to read, scan and click elements.
Most people keep the copy short and sweet to encourage click throughs, however, it all depends on the type of content you are sharing. Lastly, don't forget to use images to support your copy!
9. Find A Balance
Even though your recipients want to hear about company related news and promotions, they may not want to hear it all the time. You need to find a balance between being educational and promotional. Your main focus should be sending people relevant, timely information. If you have exciting news about yourself or your company, then you can mention it but don't make it the main focus of the newsletter.
10. Don’t Give Up!
This is the most important tip we can give you!
You can’t give up too soon. Email marketing can be difficult and time consuming but you need to do it long enough to gain a following. It takes awhile to gain people's trust, which is why quitting too soon is the #1 reason people fail at email marketing. Hang in there and if you have any other tips that we left out please share them in the comment section!
Erin Kirley is the Account Manager at RESAAS. She loves to hike up mountains and chill on beaches, almost as much as she loves to eat pizza and hotdogs...especially hotdogs that have pizza inside them. Check out her RESAAS profile!
You might like to read:
by Condoideas Realty Group