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How to Create an Email Newsletter Subscribers Want to Read

EMMA SIEMASKO - SEP 16, 2015

Maybe you already have an email newsletter, or maybe you’re thinking about starting to send one. Either way, email newsletters are the perfect way to communicate with prospects and customers on a consistent basis.

A newsletter is a mix of news, how-tos, and tips, but no matter what, it needs to help your subscribers in some way. 

Even though as marketers we have good intentions, email newsletters are often filled with irrelevant news, stale content, and confusing messaging.

In this post, we’ll provide actionable tips for creating email newsletters that subscribers want to read, ones that will help you boost engagement rates and keep unsubscribes at bay.

Why email newsletters?

Email newsletters can help entice prospective customers, build relationships with existing clients, and help build your brand — all on a consistent basis.

Sure, subscribers could follow your company on social media, but it’s been proven that 90% choose to receive email newsletters, whereas only 10% want updates on Facebook. Not only that, but you’re 6x more likely to get a click-through from an email campaign than you are from a tweet. All in all, email is 40x more effective than social media when it comes to acquiring new clients.

Unlike other types of emails, email newsletters are sent to subscribers on a consistent basis. When you do it well, subscribers will expect these newsletters regularly.

How to create email newsletters that people read

If you want to create newsletters that people read, be deliberate. Don’t just open your email marketing tool and drop in some content. You should have a basic strategy for your newsletter.

Here’s how to create email newsletters that will delight subscribers:

Provide value

Think carefully about the email newsletters you open and read. You do so because the newsletters provide you with value, whether they provide discounts, help you plan a new project or provide information that could help you do your job better. No email newsletter is complete without value. Seventy percent of email readers open emails from a brand or company in search of a deal, discount, or coupon.

Set expectations

When your subscribers sign up to receive your newsletter, do they know what to expect? If you promise that your newsletters are going to be packed with insights or deals, but those never come, your subscribers won’t be happy. Make sure that you are very clear about what subscribers are going to get, then deliver.

Hyper-segment

If you have a wide array of subscribers across multiple verticals, don’t send the same newsletter to all of them. For example, if you sell outdoor gear, consider segmenting newsletters by sport, or by gender. Go a step further and ask subscribers to sign up for the newsletter that best coincides with their interests. There’s real ROI in segmented emails — according to a report by DMA, a 760% increase in email revenue came from segmented emails in 2013, up from 55% in 2012.

Limit the content

It’s not that you need your newsletters to be super short, but you should limit the content to what’s really important. People want to be able to skim their newsletters and digest them quickly. If you provide a small amount of content with a clear call to action, your newsletter is more likely to drive people to your website or blog to read more.

Provide clear calls to action

The most successful marketing emails have clear calls to action that make it clear what a subscriber should do. If a subscriber is confused about where they should click, they’re unlikely to make it to your website. In our Campaign Monitor newsletter, we give our top and bottom content sections call to action buttons, but keep the blog post section more streamlined with text call to actions.

Design deliberately

With do-it-yourself email marketing tools, it’s simple for marketers to create email newsletters that are visually pleasing and look great on all devices. 

With 53 percent of emails being opened on mobile, an email newsletter with a mobile-friendly design is no longer a nice to have — it’s a must-have.

Look to our guide on designing deliberately for tips.

Email newsletter mistakes to avoid

These things may seem small, but they’re often the culprits behind newsletter missteps:

Email newsletters that actually get read

It’s helpful to explain the principles of a good email newsletter, but it’s another to provide real-life examples, so read on for four examples to learn from. 

Sephora

Sephora, a cosmetics retailer, has gorgeous email newsletters that become addictive. Sephora often includes deals and discounts, but the newsletters also have bold designs with compelling photos, and clear calls to action.

Why people read it:

Product Hunt

Product Hunt provides daily deals on software products, but it actually began as an email list. Today, their email newsletter has over 70,000 subscribers. “Part of the appeal of Product Hunt emails, for me, would be their minimalist approach, both in their platform format and their emails,” says Selim Nehdi, Partnerships Manager for MassChallenge UK. “The newsletter are clean, easy to skim, and straight to the point. I can get the gist of any given product in three seconds or less.”

Why people read it:

BuzzFeed

BuzzFeed has many newsletters, but its food newsletter is particularly popular. Filled with beautiful images, seasonal content, and healthy tips, the BuzzFeed Food newsletter gets opened over and over again.

Why people read it:

Reddit

Reddit is known for their curated content and their newsletter is no exception. Reddit’s newsletter promises subscribers content curated, packaged, and delivered to their inbox once a week. Let’s see how they do it.

Why people read it:

Wrap up

Your customers want to hear from you. Seventy percent of people subscribe to emails from their favorite brands. Once they’ve subscribed, it’s your job to deliver, creating email newsletters that excite, delight, and ultimately deliver ROI.

Follow the tips in this post, to create email newsletters that your subscribers want to read.

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