- Compelling Headlines.
Incorporate attention-getting titles and headlines to increase click-through rates.
- Calls to Action.
Always include a clear call to action, such as calling the firm or liking your Facebook page.
- Targeted Content.
Customize the message to your audience so you speak directly to the reader. Consider segmenting your newsletters to each target audience you serve.
- Themed and/or Timely Content is Appealing.
Newsletters that draw from seasonal events (i.e. the holidays, Super Bowl, etc.) or major news stories increase their own relevancy and are more likely to be read.
- Conversion-Friendly Design.
Create a clean, modern newsletter design that aligns with your branding and maximizes conversions.
- A Compliant List is ALWAYS Best Practice.
Make sure you have a legitimate subscriber list. That means no address book dumps, no purchased emails, and no “fishbowl” business card information.
- Attention-Grabbing Subject Lines.
Give the reader a reason to check out your content instead of sending it to the junk folder.
- Test Subject Lines.
Some newsletter platforms let you test a subject line to see if it’s a winner. Take advantage of the opportunity.
- Keep It Short & Sweet.
Newsletters shouldn’t be a dissertation. Keep it to the point so you don’t lose your subscriber’s interest.
- Design for Inboxes, Not the Web.
Newsletter design has come a long way, but always remember the ultimate goal is to get in readers’ inboxes. This can’t be done with big files for images, videos, etc.
- Make Sure Your Letter Looks Good on Mobile.
Most email service providers allow you to view how your letter will look on mobile. Make sure to test it out.
- Keep Your Goal in Mind.
Newsletters have the unique goal in moving the reader from their inbox to your website. Keep this in mind when writing your content and make sure you include plenty of easy to navigate opportunities for a subscriber to make the move.
- Choose a Familiar Sender Name.
Do you normally open emails from people you don’t know? Exactly. Choose a sender name that most of your subscribers are familiar with and they will feel more comfortable opening it.
- Test Your Letter Before Sending Out.
Always send a test email to yourself and a few volunteers (bonus points if they use different email programs). This gives you the chance to catch any mistakes and see what the finished product will look like in inboxes.
- Include a Signup Form on Your Website.
This helps grow your audience and guarantees you always have proof of permission for your subscriber list.
- Commit to a Sending Rhythm.
Send a newsletter regularly as opposed to sporadically. You want to constantly nurture your subscribers.
- What IS the Best Sending Rhythm?
Whatever works best for your business! It could be weekly, monthly or quarterly. Just make sure it is a realistic goal you can stick to and is in line with your subscribers' expectations.
- Source Content.
It may seem like a wild idea, but not ALL the content in your newsletter needs to be authored by you. Feel free to curate content from other sources. It's sharing info and shows your expertise to subscribers.
- Get Nerdy and Analyze Those Campaign Reports.
Most (if not all) newsletter programs offer reports for email campaigns -- use it to your advantage! Reviewing analytics can help decipher which links are getting the most traffic and what content is resonating with your subscribers.
- Turn That Data into Action.
You've read the data. Now what? Put it to use! That analysis can help produce content ideas, segment your subscriber list based on interests, and decipher the best time to send your letter.