You have all the tools you need, but how do you make your email newsletter stand out and avoid readers hitting that fatal ‘delete’ button? Our blog post reveals the simple but crucial tips needed to make your newsletter send a success.
From steering clear of those pesky SPAM filters to conducting your vital sanity check test-send, we’ve got it all covered.
Do your customers feel special and unique, or do you make them seem like they’re just another addition to your mailing list? If you aren’t personalising your emails, the latter is almost a given, and you could be straying into dangerous ‘unsubscribe’ territory. A little goes a long way, with studies showing that your email is 22% more likely to be opened if your subject line directly addresses your customer by name.
Why is this important? Well, for one, it’s engaging. If you’ve ever received a ‘Dear Homeowner’ letter through the post, it probably didn’t last long before being thrown in the bin. ‘Dear Homeowner’ sounds cold, impersonal and like it could have landed in anyone’s post box - which was probably the case. Same with ‘Dear Customer’- if you haven’t made the effort in specifically reaching out to your customer, they probably won’t deem reading your newsletter as something that’s worth their time. And could you blame them?
Also, personalising your communication makes your reader feel like you’re speaking to them and only them. That feeling of exclusivity can be a powerful tool - after all, getting your message opened is half the battle.
On your next email, try swapping the word ‘customer’ for ‘you’. Now read it back to yourself. How much more personal does that feel? By applying this simple tip, you’re directly engaging with your customer and making them visualise how your solution could apply to their individual situation - a win for any marketer.
The Catchy Subject Line
Your subject line is your hook. It’s what boosts open rates, and makes your email stand out in a jam-packed inbox. Just like with any form of communication, your first impression counts and, even if your email content is fantastic, it’s ultimately useless if it doesn’t get read.
The first thing you need to bear in mind when crafting a subject line is that it needs to get past SPAM blockers. This is easier said than done, with filters growing more sophisticated each year. Multiple exclamation marks, using all capitals and trigger words like ‘Free’ or ‘Urgent’ greatly increases your of ending up in the ‘SPAM’ folder and your business being added to a blacklist - email’s ultimate naughty list that can lead to all emails being blocked from your server.
This can be hugely damaging to your brand’s credibility, and getting yourself removed from a blacklist can be a lot of hassle. For more information on avoiding SPAM filters, check our my other guide here.
Make your customers want to hear what you have to say by giving a good indication of the content, but keeping it short and sweet. You’ll also want to include the core benefit of the newsletter- why should your readers open up? How will your brand’s knowledge benefit them?
‘View Our Latest Properties, 10 Selling Secrets & More!’ is a great subject line for businesses in the property industry, for example, because it gives the audience a taste of the content, but is also laced with intrigue. ‘Secrets’ and ‘More’ suggest exclusivity, but don’t give the entire game away, which is perfect for attracting interest.
Make It Readable
All of your communication should be concise and easy to read, but this is particularly important for emails, with the delete button in dangerous proximity. If your customer receives an email containing an intimidating block of text, it’s just going to give them a headache! Bullet points can visually impactful, breaking up content and making it easy to absorb.
A picture is worth 1000 words, so a bright, colourful image is essential to capturing your reader’s attention and anchoring your content. Also, don’t feel as if you have to cover every millimetre of white space; your pages will just look cluttered and unstructured, and your message won’t come across nearly as effectively. The BriefYourMarket.com newsletter templates allow you to create text boxes, insert images and effectively design your articles to make them look the best they can be.
Include a Call-to-Action
You’ve promoted a product or service - so now what should an interested customer do? A call-to-action can be a huge driving point in your newsletter. Whether it’s in the form of a link or a button, that prompt can be the perfect encouragement to drive interest and generate hot leads. But make sure your customer knows exactly what’s in it for them. ‘Discover how we can help you’ or ‘Get a great deal on a luxury stay’ are both great examples of a strong, informative call to action that is designed to produce results.
Always Test Send!
Lastly, but certainly not least, test out your newsletter before sending! BriefYourMarket.com allows you to easily test publish your marketing to see how it would look to your customer, meaning you can test your links, proofread for typos and iron out any creases before your newsletter goes live.
This handy function also lets you put yourself in the customer’s shoes for a moment - would you be happy to receive this newsletter? If not, what would you change?