strategic tips to nail your email newsletter

5 Tips To Nail Your Email Newsletter

Are you finally ready to launch a newsletter for your local business?

That’s fantastic! Email newsletters are an excellent way to stay top of mind with your customers, establish authority, build relationships….and hopefully boost your sales. Compared to many other marketing methods, email newsletters have a great return on investment. But to get the best return on your email campaigns, you need to make sure to avoid some common pitfalls. 

Don’t worry. It’s not super complicated. We’re here with some tips that will help you get started off on the right foot. 

Hook them with your subject line

People receive a lot of emails. While we’re sure they’d love to read everything they get, people are often forced to prioritize what to read based on their interest level and what they think they’ll get. So, if you have a great promotion or offer, let them know. Be clear about what the email will say, keep it simple, and place the most important words first (most emails are read on mobile phones, and readers won’t see long subject lines). 

You can make it catchy and make it compelling…just make sure your subject relates to the email itself. Nobody enjoys feeling tricked. If you promise something in the subject line, you have to follow through. 

Establish your voice and focus

There are many things out there vying for your audience’s attention. You need focused, compelling content that gets to the heart of what you’re trying to say. But it also needs to sound like you and not some generic marketing email. Be honest with who you are and what your business is about. If you joke with customers in person, they’re going to expect it in your emails. Similarly, if you’re ordinarily direct and to the point, it’s OK to write that way as well. 

Use your authentic voice and write about what you know. Remember, your readers subscribed to YOUR newsletter because of something they already saw on your site, blog, or social media. 

Real content up top, sales below

Marketing newsletters are an excellent extra way to drive sales. But for your readers, they are first and foremost a way to get information and updates – especially if you’ve built your newsletter as tips on a specific topic. When you start by giving them something of value, like insights and information, you build a relationship with your audience. As your customers feel more connected to you or your company, they feel a sense of loyalty and obligation towards you. 

That loyalty is far more valuable than a quick sale. Remember, you have many outlets available to you for pushing promotions. Use your newsletter content wisely. 

Be direct

Establish your voice, but try to avoid filler. Many read emails on the go or during pauses in their daily activities. Keep your content short, sweet, and to the point. Break up the copy into easily digestible chunks and include a picture or two if it’s relevant.  

Always think of your reader

This might sound obvious, but it’s crucial. You need to think of all the little details that will matter to your reader. Focus everything on your readers, from the fonts to the content, and even when it comes to opting out of the emails. It might seem counterproductive to make leaving your newsletter list easier for your readers, but readers notice every little detail. When you hide or obscure the unsubscribe button or make it painful for the reader, it plants a seed in their mind about the rest of what you do. Maybe they’re leaving the newsletter but still planned to buy from you. However, now they have the painful memory of your newsletter experience poisoning their thoughts about your company. 

Email newsletters are a great way to grow your audience, stay in your customer’s minds, and more. We just need to remember that even though we see them as a marketing tool, our customers view them differently. But if we attune our newsletters to our audience and provide value first, we can cut through the noise and ensure people stay subscribed. 

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