How to create an email newsletter people are excited to read
Email newsletters done well are extremely effective and can have a positive impact on sales. However, don’t be one of those companies that gives very little thought to their email newsletter and puts together a mish mash of random things. Strive to create an email newsletter that people look forward to reading.
The thing is, regularly producing engaging email content can be a challenge. So today I want to share with you some tips to help make writing interesting newsletter content easier.
Learn from the best and find good examples
The best place to start it to think about the email newsletters you look forward to receiving from businesses. What is it about them that you like? What information do you gravitate towards? Do some reasearch and see what you come up with. For example, here are some examples of newsletters I want to read:
Relevant Promotions and Specials
Specials are the number one reason that people open emails. But they must be relevant to your customers.
I open every email newsletter I receive from Vivino, which is an App for rating your favorite wines. Vinino tracks my preferences for wine and then sends me relevant newsletters with the wines that I would find most appealing and would be most likely to purchase.
Notice that as well as offering 32% off this lovely Loire Valley wine, they are also showing how others rate this wine, and providing some educational background information. The reason this style of newsletter works so well is because it’s sending highly targeted and personalized information.
Collections or Curations of Items Instead of sending a mass newsletter many online retailers such as Etsy, send a relevant selection of content. The items included in this email are all things that are all from brands I’ve previously purchased from or are similar to other things I’ve liked or bought in the past. This is a very clever approach that matches new products with my previous purchases.
Notice also that Etsy has personalized the newsletter by including my name in the body of the email. It’s nothing new, or complicated, but it never fails. As Dale Carneige said, “Remember that a person’s name is to that person the sweetest and most important sound in any language”.
New Product Announcements
If your customers have made an investment in your product, they’re likely to want to know if you have released new features that will make them more successful. Don’t be shy about talking about your latest and greatest features and upgrades.
Provide Genuine Value
Gone are the days that your company can advertise and selflessly promote your products and expect the loyalty of your customer base. Instead of self promotion, provide genuine value without expecting something in return.
The best way to provide value, is by sharing your expertise. At Vision6 email is what we know best so every month we analyze large volumes of email data, client reports and preferences to create the Email Marketing Metrics Report. It is a series of data reports on email client usage and email marketing trends reflect the current email marketing landscape, which provides a lot of value to our customers.
While creating a monthly email newsletter is not always the easiest task, it certainly will pay off if done right. You will be able to create better relationships with your customers, reduce churn and boost sales..
If there are any topics you would like us to write more about in our email newsletter, we would love to hear about them. And don’t forget to sign up.
Head of Marketing (US)