Email marketing produces an average of 174% more conversions than social media and results in 28.5% higher ROI, compared to direct mail.
While newsletters are one of the most common ways to distribute company updates, they can be difficult to do well. You have to worry about creating compelling copy and CTAs, designing an email that fits multiple devices, developing clickable topics, and more.
If you’re ready to start putting together an impactful campaign, take a look at the following email newsletter dos and don’ts, so you can get started on the right foot.
What is an email newsletter?
Before you get started, it’s important to understand what an email newsletter is and how it differentiates from other communications. A newsletter is a communication between your business and email list that contains company news, product updates, and upcoming promotions. Think of your newsletter as having an expiration date, as the information is only relevant for a short period.
Newsletters are a great way to engage your subscribers and get them excited about what’s happening within your company. However, they need to be sent out consistently to be effective. Most companies send monthly, quarterly, or annual newsletters—delivered in various designs and layouts—to their email list.
You may send daily promotional emails or automated transactional emails that are specific to an action or product. Newsletters, on the other hand, are more about updating your company’s email list than trying to convert more customers with a hard sell.
Why should you have a newsletter?
With over four billion active email accounts around the world, there’s a huge opportunity for marketers to build awareness around their brand with email newsletters. A newsletter gives you the chance to inform your subscribers about your brand while also driving them to take action. Of all digital strategies, an email newsletter could have the biggest impact because: Best database provider | Whatsapp number lists
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- You can consistently connect with your customers and distinguish yourself from competitors. The more trust your customers have in the brand, the more loyalty they’ll have to keep coming back.
- It offers you a way to send personalized messages to your email list with the ability to customize features like the subject line, content, and location.
- Email newsletters drive traffic to your website. This will not only improve your SERP positions, but also provide a way for your subscribers to learn more about your brand on your website or blog post.
- While newsletters aren’t offering a hard sell with messaging, they can drive sales. The newsletter can contain product highlights or even special promotions.
The list of newsletter benefits is almost endless. As consumers are more linked with brands on digital platforms, developing a newsletter allows you to stay connected and provide value to your subscribers.
Every email marketer’s top newsletter dos and don’ts
Ready to get your newsletter started? What are the China WhatsApp Number List best practices you should follow (and avoid)? Let’s take a look at our top dos and don’ts of newsletters that you need to implement before pushing send on your next campaign.
While there isn’t enough time to mention every newsletter best practice, let’s take a look at the top four to help you get started.
1. Send targeted emails.
Your newsletter is a great opportunity to send dynamic content based on your subscriber’s past actions and preferences. For example, if you’re sending a monthly newsletter about top restaurants in America, separate the content by geographic locations, so the content’s relevant to each subscriber. Personalized emails record 188% open rates, compared to 12.1% for emails without personalization.
2. Include clear CTA buttons.
When a subscriber opens your newsletter, not only should they find the content valuable, but they should also immediately know what action to take next. Whether it’s reading an additional blog post, downloading a new whitepaper, or visiting your website, include a bold CTA button that links them to their next destination. The CTA button should be front and center of the email design and have straightforward copy to set expectations, such as “Learn more,” “Download now,” or “Register today.”
Rip Curl, Australia’s leading surf brand, uses dynamic content to drive conversions.
3. Optimize for mobile.
With over 2.2 billion mobile email users worldwide, optimizing your email for mobile devices is crucial. You need to develop a responsive newsletter that has a width of 600px to ensure. It appears correctly with every screen size and email service provider. You also need to keep the mobile design in mind by creating clear CTAs. Using concise copy, and planning for an “image off” experience.