Mind your target audience. It’s awesome. The data says so. But in order to truly harness the power of email marketing, it’s important to understand the psychology behind it and to know how to write emails that get results. He’s the original newsletter master. At Constant Contact, we believe that your email marketing campaigns should always deliver value so that your subscribers look forward to seeing it in their inbox. Introducing subjective information can harm your reputation. It really is just a blank page with some text on it. The Skimm, though controversial, boasts an open rate of over 40% (which is super high for an external email dontcha-know). Again, just make sure it’s relevant. Your newsletter will NOT be defined by the way it looks. Just get right to the point so that you can make an instant connection. You are afforded a new MacBook 5. If you want your readers to engage with your newsletters, it’s important to select images that’ll compel them to read further as pictures and infographics make it easy for people to scan through your content. As I explained above, however, the from line seems to have a higher level of impact on whether or not the email gets opened in the first place. As we mentioned before, don’t send out newsletters for the sake of it. ….and simply sending out re-cap emails isn’t going to blow any minds. Slacking off on your consistency will damage the reputation of your brand. No. We want people to look forward to reading them. All the content is relevant, short, valuable, and nested in colored blocks that make the information the reader is looking for easy to find. Nobody wants to read giant blocks of text. Try to create something more interesting than “the company newsletter,” or something generic. While press releases are distributed among outside media outlets, newsletters basically circulate inside a company or agency, and the target audience of a newsletter is mainly internal personnel. That’s why it’s vital to create urgency so that they feel compelled to take action right away. The statistics say that email marketing is effective. So, just start writing and see what comes out. We get Read More >>, personalized promotional emails have 29% higher unique open rates and 41% more unique click-through rates, average subscriber only spends 51 seconds, Share expertise via thought-leadership articles and blog posts, Provide your perspective on industry trends, Promote new products and give product updates, Showcase upcoming events on your calendar, Highlight results from recent campaigns and activities. So, what do you write in your opening line? Pick a template that coincides with the type of content you plan to use. Rather than just writing a lengthy article about the pros and cons of single vs. double opt-in landing pages, they give their subscribers an option. To truly get results, it’s necessary to follow the right formula and understand the mindset of your readers. If you are signed up to receive emails from me, you expect to see “Neil Patel” in the subject line. Despite the popularity of social media networks like Facebook and Twitter, an email newsletter is still one of the most effective marketing tools available to small businesses today. The subject line of your newsletter email is the deciding factor and is the most effective way to catch your reader’s eye before they move on to the next email. They can also decide how often they want to hear from you. Real value will deliver you real results, so treat this element properly and your audience will appreciate it. Since you will be sending your newsletter email on a regular basis. Samples of good email newsletters. Just sending a newsletter for the sake of meeting your weekly or monthly requirement is not effective. I’ve found that setting a tight deadline tends to work well for this. For example, you can write a newsletter to welcome new employees of your company, inform your colleagues about upcoming events, remind subscribers about certain details of their subscriptions or introduce various kinds of “Top 10 Lists.” You can also include charts, ratings, and other visual content to give tips and tricks for customers, congratulate your colleagues on birthdays, or announce achievements, and so on. If you have a large amount of information about the tastes, tendencies, and habits of each recipient you will be able to select relevant content for each one of them. A lot of people admit that they will delete any email that is not adapted to mobile. You can tell your story or a story about your company. Once you hook your audience with a captivating story, they’ll continue reading it to find out what happens. The first step to achieve relevance is to understand who the person really is that receives your emails. Use examples from the real world, for example, testimonials from your customers whenever you can. Offering them something of value in every email you send increases the chance that they will purchase something from you. For example, let’s say you’ve got a company that manufactures various home goods like couches, coffee tables, and lamps. Make sure you get to the point of your email from the get go. This should be the first question you ask yourself before you start writing. For example, you might say that an “offer expires tomorrow,” or “get it before it’s gone,” or “only 10 spots left.”. With over 6 million subscribers, they have over 1 million people opening their newsletter, including a bunch of high-profile celebs like Oprah, Sarah Jessica Parker, Trevor Noah, Shonda Rhimes, and Chelsea Handler. And now we’re ready to convert you into a newsletter-lovin, hit-send-joyfully believer. Writer The bottom line is that email still matters and can be just as effective as many of the newer marketing tactics. If something catches my eye at the time, I might buy it. Now that you have a “master template” you won’t need to create a new template every time you send out your newsletter. There are many fakers in the world of marketing, offering the illusion of valuable content but with the delivery of nothing. The “Visual Product Newsletter” Email Style: This is for businesses who sell products that are dead-simple to understand and very visual-based. we are full on hooked. Everything flows nicely. That content, of course, lives on my blog. Every article or post is a story. This relates back to the notion of sticking with a common goal throughout your newsletter. You can’t get conversions from your email newsletter if nobody opens it. This can be one of the easiest solutions on the list. When I asked for readers’ help, it created an information gap between my request and the point of my request. The tone is personal. We want our own newsletters to pop. DON’T USE ALL CAPS for your headlines or stupid forms of clickbait. When you can not, involve the imagination of your audience with the story of how your life will change with the solution you bring. Then write a subject line related to the topic. A newsletter has a more free-flowing format than a press release, which means you can write and design it in a way that seems more appropriate to you. There’s lots of different ways to layout an email, but in my professional experience as a copywriter, I’ve only seen two work. I’m referring to things like religion, politics, race, and things of that nature, unless, of course, your business is in one of those spaces. In turn, the text should be clear and concise and point to a call-to-action markup that redirects readers to the web page in question or landing page. The goal here is to wind down and transition into a well-crafted call to action (CTA). Although, if you notice, the pre-header text is “Your monthly membership newsletter,” but I still ended up opening the email, not just because it’s from my favorite soccer team, but also since they’re announcing the winners of a contest I participated in. These subscribers can even decide what type of content they want to hear about. But there are so many “storytellers” in the business at this time that the next marketing conference should be around a campfire. To receive your prize, you ca... Great news! Remember to include only relevant content. Arsenal, Digital Marketing and Reddit form the three core parts of Amreen’s day to day life. Just because a person gave you permission to send them emails doesn’t mean you can take advantage of that privilege. As we mentioned before, don’t send out newsletters for the sake of it. The typical reader glances at an email for a few seconds before they decide to either read or trash it. It’s goal is to get people to READ THE CONTENT, not be impressed by its design. Depending on the length of the subject line (and the viewport of the browser), the body of the email has two or three times as much visibility! Emails that include videos have 96.38% higher click-through rates. The blog posts can even have a few upsells or cross-sells in it but should be made for the purpose of providing great information for free. Contributing writer. Give them an incentive to sign up. Neville Medhora – KopywritingKourse, Wanna read more? For example, Kai Davis often sends his list mini blog post emails: [*] Once you know what you want to share, it’s time to draft your newsletter! Here’s an example I got that’s customized to my area: I’ll be the first to admit I don’t carefully inspect each TravelZoo email…..but I usually do a super-quick scan. How can you approach this? You could create master sections that are constituted by relevant subtitles and images that help guide the reader through the information. For starters, make sure your subject lines are not boring. I’m Neville. Out of the dozen emails you receive in your inbox daily, the ones that usually catch your eye are the ones that mention your name in the subject line. It’s not just desktop email programs that do this, though. The “layout” is pretty much just a blank page. Don’t include lengthy, detailed articles in your newsletters. It’s important for you to stay on brand and on topic at all times. It has to serve some inherent value to stay around for a long time! We'll assume you're ok with this, but you can opt-out if you wish. Value. The email newsletter is just a place to give me a “quick blurb” about each deal, not the full details. Not sure where to start? The fact that you publish constantly and on a similar schedule helps readers to establish an “appointment” with your content. Also, you should be aware that there are certain times for email marketing that are better than others, so take this into consideration before you send out your emails. To show you that I’ve learned a thing-or-two through loads of experience, and this guide is my utterly complete guide to writing a newsletter. If you really want to focus on personalization, you should go beyond simply including the name of the recipient of the email in the subject line. The downsides of this “Visual Product Newsletter” is they are not very good at “selling” the products. Feel free to add more commentary, pictures, and helpful information in your own newsletters. Research from HubSpot found that companies with 1-10 employees typically receive a median open rate of 35.3% and companies with 26-200 employees receive a median open rate of 32.3%. how to increase open rates with different subject lines. – Template for filling in the “Endless Email Formula” – They are essentially a “daily deals” company that sends travel deals everyday, so it’s their prerogative to JUST SHOW THE DAMN DEALS! Be sure to break up text into short, digestible paragraphs. We want people to stop what they’re doing and read. One way to make sure you deliver the most relevant content is by letting your subscribers choose what they want to hear about. Just remember each of your CTAs needs to be crystal clear. Pictures and infographics make it easy for people to scan through your content. For example, if you are a non-profit that’s hosting a fund-raising and adoption drive for rescue pups, your newsletter email should include images that make a connection with your readers. We live in an age where we are bombarded by the inbox and the subject of each mail is a very important factor in deciding whether to open it or throw it in the trash. What do you want your newsletter to accomplish? This should be obvious really, but it's surprising the number of newsletters that are sent out that are just a list of adverts. Get help with improving your email campaigns, traffic, and revenue. Do offer some advice in the newsletter. We spend a lot of time thinking about employee newsletters. Images can be a double-edged sword: They can either distract or draw readers in. Besides the subject line, the closing is arguably the most important part of an email. Bring up an interesting comment left on a post. Here’s some of the characteristics of the “Simple-Yet-Informative” newsletter: If you’re trying to sell products that need to be explained, then the “Simple-Yet-Informative” newsletter style is what you need. Do I want to hear from them? Next Draft is like the smarter older brother of the Skimm and the Hustle. Here’s a great example of a newsletter with a simple goal from Litmus: The goal of this newsletter is clearly to increase clicks to improve their engagement rates. Research shows storytelling helps boost conversions: It’s also an effective strategy for B2B marketers. You’ll want to pique their curiosity and leave an information gap that can be filled only by clicking. If you follow a fixed structure, readers will become familiar with the design format and each time it will be easier to navigate through each edition. Make sure you publish on a regular basis so that your audience knows what to expect and when. “ [OPEN] Have you seen the latest about… “. Remember to use real images that people can relate to.People are visual learners. Plus, visuals will make your message look a lot more organized. This is no good because once they close an email, the odds they’ll come back to it are slim to none. For starters, make sure your subject lines are not boring. Be consistent with your timing and your templates and deliver relevant content. The Hustle is great at sourcing what is relevant to their readers and focusing on just a few of the most important stories. The key is to make it as practical as possible so that readers find the sections they are most interested in so that they do not get lost and frustrated with so much information. Just take a look at these numbers. Instead of placing the launch of a product and opening a new office between the announcement of a partnership and an article about a new employee, a good tip would be to create a section called “Our Team” that contains all the information related to employees and another section called “Business Expansion” with company news? Finally, end with a strong call to action like in the example above. We are glad to inform you that after the final round of the lottery carried out by our company, which took place on the 21st of October, you were proclaimed a winner! If your email is inundated with content that will take up too much time to read, a subscriber might skip it, even if it contains useful information. Furthermore, people only read about 20% of the text on a page. Nobody watches TV just for the adverts, no matter how entertaining they might be. Even if someone reads this email on the toilet in the morning, it will still have that same Top-to-Bottom linear reading style as on the desktop version: Here’s another one “Simple-Yet-Informative” newsletter I made with a bit more content sprinkled in the email: Once again, this email only gives people the option to pay attention to the content, not the layout. But you can do this only if you’re actively tracking the results of each campaign. Make it strong, unmistakable, and absolutely clear. A newsletter is a rather inexpensive and effective way of conveying information to a target audience. The result was an insane level of open rates. There’s valuable information in your newsletter that needs to be read right away. You can see it directly in the body of the email—the place where my eyes are first going to look. A content writer/editor for nearly a decade, Amreen is one of the friendliest bookworms you’ll ever come across. But first, you have to be clear if you really need to send a newsletter or not. It proves that when it comes to great design, less is more. Here are just some of the power words you can use: According to studies by MailChimp, time-sensitive words in the subject line with the highest impact on open rates are: You get the idea. And they’ve got plenty of social proof: All the best writers and journalists love this newsletter, according to the sign up page. If they signed up for a monthly newsletter, sending them an email three times per year isn’t delivering on your promise. Whatever it may be, your CTA needs to be crystal clear. But the value doesn’t stop there. Are we engaged? Because the subject line isn’t always the first thing that people see! It’s important to make your newsletter emails stand out from the other emails you send. Let your subscribers decide how often they want to hear from you and what topics they want to read about. When people subscribe to your newsletter, they expect to hear from you on a regular basis. That’s no coincidence. You will want it to have a consistent look and feel. Regardless of the specific profile of the target you are targeting, in terms of content, remember that you are talking to real people, not robots. For you to get conversions in the first place, you need to have an active list of email subscribers. The best way to do this is to give them a great reason to opt in. Newsletters usually contain news that covers all areas of the company, which makes it difficult to try to group all the articles together. From their logo of the slim silhouette woman in pearls, holding a cellphone to the hip green palate and stylized share icons, they are targeting a very specific audience of females in their 20-30s, and doing it well. I genuinely needed and wanted the response of my readers. 6.) They continue by saying their newsletter subscribers also get access to exclusive offers. Newsletter emails are sent at regular intervals to keep your audience informed about the latest news, happenings, or updates regarding your business. Many people have a tendency to procrastinate. When constructing your newsletter email, make sure that you use images and videos to convey your ideas and show your subscribers what you’ve been working on. Our company won the grand prix in the annual contest “New Advertising: 2013” in the category of Company of the Year. It is important for the photos to evoke emotion and show them why their support is vital to your organization. It’s light. Finimize (Finance for Our Generation) is a newsletter I recently signed up for. We want to hear about them! You can take one look at their t-shirts or shoes and see if you’re interested or not: Literally in a split-second people can decide if they want (or don’t want) the products being shown. 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