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Businesses send out marketing newsletter emails that provides the audience on the newsletter subscription list promotions, announcements, and brand content regularly. According to Statista, 333.2 billion emails are expected to be sent and received each day in 2022 and the number is expected to grow every year. Marketing newsletters are one of the most common types of emails that businesses send out, but it is also the hardest to get right. Many businesses consider it a challenging task to create engaging content to keep the audience’s attention and to make them read the email. 

How to create marketing newsletters that people actually read

If your business is sending out email newsletters regularly and is looking to increase the open rate and overall ROI, keep reading to find out what tips will help the performance of your email newsletters.

  1. Choose your focus

An essential part of email newsletter is knowing who your readers are, so you know who you’re writing for. Before writing the email, try and get a good idea of what makes up your audience, their interests, what types of topics they care about and what sort of industries they work in. This is valuable information to have so that you can write content that is relevant to them. The relevance of your email topic and content would encourage the email recipients to open your email and read the content.

You could figure out the topic to focus on in your newsletter by testing different versions of them and comparing the performance to see which topics receive higher engagement rates from recipients. Another easy way is to conduct a survey and ask existing newsletter subscribers on what topics they would like to see in the newsletters.

  1. Balance the content

A lot of businesses are now sending out newsletters that’s contents are more educational than promotional. The goal for sending promotional newsletters is to make the subscribers buy your products, but from the customer’s point of view, it is frustrating to see that a company constantly sends promotional emails and asks them to purchase their products.

For instance, if you are working in fashion/retail, you could send emails about ‘fashion trends this season’ or ‘must have items for this summer’ and include the links and images from your web page so the audience could easily purchase your product if it interests them. By sending educational and relevant information rather than purely self-promoting, it encourages recipients to read through the email as they think it is worthwhile.

  1. Grab readers with creative email subject lines

Even though subscribers have signed up to receive your emails, it is no guarantee that they will open and read your email when they receive it in their inbox. With many other businesses sending your subscribers with their newsletters, it is easy to get lost in the clutter of promotional emails. One way to get your audience’s attention is to get creative with your email subject lines. Subject line is important because it’s the first thing the audience get to see in their inbox list, if it’s boring, they won’t click open the email, so it can make you or break you. Email title and subject lines should be catchy and attention grabbing to pique audience’s interest so they’re willing to click open the email and read more.

  1. Keep things short 

No subscriber wants to read a newsletter that takes longer than a minute or two to finish because a long promotional email would bore them. Although there is no magic number that will guarantee a high click-through rate for newsletters, it is still better for your business to keep your emails short and sweet for the audience to optimize the engagement rate. According to Campaign Monitor, the ideal length for a newsletter is at most 200 words or about 20 lines of text. Try not to overwhelm the audience with chunks of text or too much imagery. It is recommended to keep your message brief and to the point, so it cuts to the chase and grab the readers’ attention the whole time and reduces bounce rate.

  1. Make newsletters mobile-friendly

With the rapidly increasing number of people using smart phones and more users starting to check their emails from their mobile devices, it is only right for your business to make your newsletter mobile-friendly. Statistics has shown that in 2019, 62% of all emails are opened from mobile devices. To make your marketing newsletters mobile friendly, you can start by adjusting the layout of your email. For mobile users, you should switch your newsletter to one single column so the audience can easily scroll through the content instead of zooming in and out between columns of text which is a hassle for them read. The design for mobile users should be both visually pleasing and functional with all links working and taking the audience to the right page to avoid large bounce rates.

Marketing newsletters is an easy and a quick way to reach out to subscribers list and allows you to reach more potential customers overtime as your list gradually expands. It also gives you a high ROI if implemented right but as mentioned above, it is also easy for newsletters to get lost in the crowd. For this reason, you should put a little extra effort in making your marketing newsletters more engaging and attention grabbing so email recipients will open and read your emails. You should create marketing newsletters that include these 5 elements to make your newsletter stand out and encourage your audience to read through the content.

Image Source: Shutterstock (1658793802)

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