Connecting with an audience is an important component of any marketing campaign. By engaging with an audience, businesses form relationships with their customer base that goes beyond a single sale or transaction.


Newsletters are a great way to engage with customers and create a loyal following. In today’s post, we look at the steps involved in crafting a click-worthy email newsletter.


email newsletter


Create an Email Newsletter in 8 Steps

An email newsletter can be as creative as you like, but to be effective specific steps need to be followed. This ensures that you don’t miss a crucial element and that your professional image is maintained.


Step 1: Define Your Purpose

Email newsletters are created for a specific purpose. That purpose may vary from company to company, but in order to be effective, a newsletter needs a purpose.


Is your newsletter’s purpose to educate, to entertain, to convince, or to pursue? Knowing the purpose up front helps to create cohesive content.


It also helps measure the overall success of the email newsletter. By knowing the purpose, you can define which metrics will indicate success. Analyzing the data after the fact can be a bit distracting as there is a wealth of information available. It’s easy to get sidetracked. In deciding up front what success looks like, its easier to stay focused.



Step 2: Decide on Content

Nowadays, people don’t have the time to sit and read lengthy content. Email newsletters are not newspapers and don’t need to cover a multitude of topics in extensive detail. Instead, they should focus on one topic or one topic area per edition.


In looking for topics, a good place to start is your blog. Look for the articles that had the most traffic and design your email content around that.


Next, look at the comments sections of your site and your competitor’s sites. If common questions or themes arise, that is obviously a topic of interest and can be the subject of your next email newsletter.



Step 3: What Is the Tone?

Now that you know what you are going to write about, it’s time to decide how you are going to write it. No one wants to read a monotone article. That should be reserved for the instruction book on how to put a shelf together.


The tone of the newsletter should tie into the newsletter’s purpose. If you are looking to entertain, the newsletter should not be written in a factual tone using large words and lots of statistics.



Step 4: Choose a Template

In choosing a template for your email newsletter, you need to think about the end user. What looks great on your computer might not look great on the next person’s screen. And what if they decide to read your newsletter on their phone? That’s a whole new ballgame in terms of screen size and resolution.


It’s also important to consider browsers when choosing a template. What shows up well in Chrome, might not display the same in Safari or Firefox.


There are many companies out there that offer premade email newsletter templates. No matter which one you choose, make sure they have been tested across platforms and in multiple use case scenarios. This will ensure all your recipients receive the same thing.



Step 5: Branding is Important

When someone opens your newsletter, you want them to immediately know it is from you. The best way to do this is with branding.
If a specific color scheme is used on your website, make sure those colors appear on the newsletter. Specific fonts, icons and language are also important elements to carry through to the newsletter. Everything should tie together because it is all a part of your brand.


For example, if your site has a neutral palette and your newsletter has flashy bold colors, it will feel very disjointed to the recipient. A disjointed feeling is not good as it could turn the user off then and there. Therefore, consistent branding is key in reinforcing your image identity.



Step 6: Choose a Strong Subject Line

Like all emails, the subject line is the first thing someone will see. The average office worker receives approximately 121 emails a day. With these many emails competing for someone’s time, you need to make an impression with your subject line fast if you want to get your email opened.


In choosing a subject line, make it catchy but also make it clear what kind of content the user will expect. Don’t use click-bait techniques to advertise one thing then offer them something different. Not only will you annoy your reader, but you also run the risk of getting your email caught by the spam filter.


It’s also important to personalize whenever you can. Small touches here and there help to build a connection between the company and the user. It also helps to get your emails opened. One study found that emails with personalized subject lines generated 50% more opens than non-personalized subject lines.



Step 7: Segment Your List

The world is full of diversity, and the same is true for your email list. Just because everyone on your list has the same interest in your site, doesn’t mean that the rest of their tastes are also the same. This is where email segmentation comes into play.


The more relevant you can make your content, the better your response rate will be. You don’t have to create a brand-new newsletter for each group, but you can alter the content and subject lines just enough to make it relevant to each group.



Step 8: Review, Review, Review

The problem with email newsletters is that once you hit send, you can’t take it back. Unlike your website where you can fix mistakes as they appear, you get no do-overs with an email newsletter.


Unlike your website where you can fix mistakes as they appear, you get no do-overs with an email newsletter. Click To Tweet


Now, that fact is not meant to scare you but rather make you aware. Therefore, it’s important to review your completed newsletter before hitting send. It’s also a good idea to get someone else to read it. Sometimes you get too close to your own work and it’s hard to see the errors.


Once you are sure your email is up to snuff, you can hit send knowing you have done everything in your power to make it click-worthy and relevant.




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