Distributing e-newsletters can be an excellent way of engaging customers and prospects. It can also ensure your company remains high in their consciousness. A regularly-dispatched e-newsletter can help you nurture leads until they’re ready to purchase. It can also help create “brand evangelists” who can spread the word about your company, doing some of your promotion for you.
The latest e-newsletter best practices include incorporating the right blend and amount of content, creating arresting subject lines and clear calls to action, and ensuring editions are emailed on a regular schedule.
E-newsletters also must have a subject line that spurs recipients to open and read, relevant images that enhance text, appropriate calls to action and must do all the above while being distributed on a regular schedule.
To achieve these results, leverage the latest thinking in how to create effective e-newsletters that promote your brand and help sell your product.
First, to ensure your e-newsletter is enthusiastically received, incorporate a mix of content that’s 90 percent information your recipients can use, and only 10 percent brand promotion. Your articles should focus on educational and timely insights benefiting readers, with relatively few plugs for your products.
Your goal is to get those who sign up to actually read your e-newsletter. That means the subject line should make it hard for readers to resist getting into the content. Use unique, concise, benefit-focused subject lines for each e-newsletter, emphasizing what recipients will gain from reading.
One of the most-lauded e-newsletters is distributed by website Thrillist, a master at writing short, punchy subject lines that invite recipients to open.
The images chosen for your e-newsletter, whether photos, illustrations, charts or graphs, can make it more inviting to the eye and help pull readers in to the text. But those images must be relevant to the written content. Your text should also stand on its own without the images, eliminating concerns about automatic image suppression on the receiving end.
Your e-newsletter’s call to action is a particularly crucial consideration. You may want readers to provide their email addresses, click through to a post, sign up for an offer or forward the e-newsletter to others.
The CTA must help readers easily grasp what to do and how to do it.
Use these other tips to make your e-newsletter even more effective.
*Allow those who no longer want your e-newsletter to unsubscribe.
* Employ metrics available to e-newsletter providers to determine how many recipients opened, forwarded to a friend or unsubscribed.
* Ensure your e-newsletter communicates professionalism by making sure it is distributed on a regular bi-weekly, monthly or quarterly schedule.