Imagine a world where all the emails you’ve sent have directly impacted your company’s results. A world in which opening rates are high, readers are interested, and each new submission has resulted in more calls, more donations, and more people signing up to give cause support.
It’s closer than you think
If you’re already sending an email newsletter to your organization, you’ve probably seen how rewarding effective newsletters can be. And while you may have room for improvement, with a few simple tweaks, you may soon be on your way to better email marketing results.
This article brings together some tips on how to create a newsletter. In it, mistakes will be highlighted made by companies when they decide to create and send a newsletter, as well as tips and examples to help you get started creating yours correctly. Continue reading and check it out!
People have become incredibly effective at filtering messages that aren’t relevant to them. Think of your own experience. If you’re like most people, scroll through your inbox, ignoring a lot of information you see, until something shows up and catches your eye.
If you want people to open up and get involved with your email newsletter, you need to make sure that the information resonates with it. This starts with the subject line that you use to connect them and should also be reflected in the content and images that you decide to include.
Before you click submit, ask yourself: will this information be in my audience’s interest? If you can’t answer with a definite yes, you have more work to do.
Relevance will attract people and open them to receive their messages. The utility will keep them coming back and inspire them to keep paying attention whenever their name appears in the inbox.
In most cases, a useful email newsletter will simply provide your reader with relevant information that they didn’t have before. A well-timed message about a future event or new development can help a lot to keep your audience engaged.
In addition to the content you create, you can also search for sharing content from external sources that you think your audience would like. This will help position your newsletter as a resource for useful information that people won’t want to miss.
53% of emails are opened on a mobile device. If you’re not designing your newsletter with mobile devices in mind, you may already be making it difficult to read and engage an increasing number of subscribers with your content.
Creating mobile-compatible emails begins by choosing the right email template. Using a single column template will make your content much more flexible for all screen sizes.
Consistency is important – both in the appearance of your messages and in how often you communicate with your list.
How often you send emails will depend on your organization and the type of information you want to share. At a minimum, you must reach your audience at least once a month so you can stay first.
You’ll also want to think about when to send your message. In a recent analysis of non-profit emails, E-goi found that organizations had the highest opening rates on Monday mornings.
You can test different days and times and use your email reports to track your results. Once you determine the times when you get the highest opening rates, continue with that. Over time, people will start anticipating your newsletter and are more likely to click to open.
Don’t Send Messages To Inactive Emails
Because it is sent by e-mail, the newsletter should also follow the best practices suggested for this channel. For starters, it’s critical that you only send your messages to people interested in receiving them.
That sounds like a silly tip, but a lot of people still appeal to the lists of contacts bought out there. These lists often have many inactive contacts and even some spam traps —inactive accounts that email web services, such as Gmail and Yahoo, turn into traps for catching spammers. That is, if you send a message to one of these addresses, all of your submissions may be classified as spam.
Better not to take a chance and make sure your messages arrive in your contacts’ inbox, okay? Therefore, send your newsletters to people who have shown interest in your content by signing up for your website or blog.
Enter sign-up boxes throughout your website or blog to attract users who are really interested in your content.
Bet On Objective Content In Your Newsletter
Take the “less is more” principle when thinking about how to create a newsletter. The email will work best if you’re objective when presenting your content.
It should act as bait to capture the reader’s attention: interested in the message, and the person can click on the text that attracted him most and then finish reading on the site, blog, or landing page that was previously created to serve his audience. Messages with very long texts, in addition to getting heavy and harming your delivery rate in your inbox, make it difficult for you to disclose more than one information in the same email.
Your newsletter should act as the front page of a newspaper, where you announce the main headlines and only put in full something that is really very relevant, saying later where the person will find more information. In the case of email, this will happen by clicking the action button (CTA) and going to the site.
If possible, customize your emails with the recipient’s name. This will help you improve the result of openings because the message appears directed to each user.
Target The Contacts Who Will Receive Your Newsletter
And since we’re talking about personalization, don’t forget to target your newsletters. If your company offers multiple services, it doesn’t make sense to forward the same message to all your contacts. After all, not everyone is interested in the same things, right?
Organize your list and classify your contacts according to interests, age, profession, and geographic location, among other possibilities. Thus, you will be able to send more relevant messages to your customers and will have an even more interesting return. This segmentation will be very useful for all your submissions, not just newsletters.
If you’re not sure what your contacts’ interests are, submit a survey to find out what content they expect to receive.
Use The Colors Correctly In Your Newsletter
Another frequent error happens in closing the images that will be used to illustrate the newsletter. The files are generated in CMYK instead of in RGB. The main problem with this is that the CMYC color pattern is recommended for print media, while the RGB standard is for digital media.
People try to reproduce what was created for physical printing within a digital environment, and the end result may not be satisfactory. So stay tuned.
Make a test submission for you or your co-workers and make sure the artwork is nice to read and that all images are displaying correctly. This can save you some embarrassment after final shipping.
Don’t Ignore Smartphone And Tablet Users
Times have changed, and the way we consume content as well. Smartphones are increasingly accessible and popular, and everyone is able to have the internet on mobile with a low investment.
What does this mean in practice? That people don’t read e-mails only on desktop computers and notebooks. Your email can be read in traffic, in the bathroom, in the movie line, or even in another country, during a trip. Ignoring this reality is a giant mistake that can drive away a large portion of your audience. So create newsletters that are responsive. That is, they adapt to any screen size without losing the content.
Bet on smaller subject lines that can be displayed on a cell phone without cuts. Create larger call-to-action buttons, which can be easily clicked with your fingers. Use lightweight images that load quickly.
Those who read emails by mobile do not want to waste time. Be objective and get to the point in the content of your newsletter!
Pay Attention To The Font Size
Last but not least, as important as the previous errors, it’s the size of your font. Use fonts larger than size 12. Remember what we talked about before: there are many screens used for an email to be read (notebook, tablet, smartphone, computers, etc.).
If your target audience is over 40 years old, you need to be even more aware of this detail. Also, don’t ignore visually impaired users and make your newsletter accessible to as many readers as possible. The smaller the font, the more difficult it will be to read the text, and this will impact and much on the final result.
Use the message preview feature in mobile apps before you finish the full shot in your email marketing tool. The vast majority of systems have this function, and it will help you know what needs or doesn’t be adjusted in your newsletter so that it’s enjoyable for most people.
To advance the split test, you can send slightly different versions of emails to small sections of your target audience and compare the results. Just change one thing to test a subject line or images or a call to action. It will help you know what your audience prefers. You can examine an email by sending two slightly different versions to small segments of your target audience, and when you have your data, send the rest of the audience only the best performing email.
What are email marketing errors that undermine a strategy?
The Email Subject Is Too Long
Writing ad texts is both an art and a style. The moment you’re creating the email subject, remember the importance of creating something that makes the message irresistible.
So don’t produce something extremely extensive. Focus on creating more direct and short content. It is worth reinforcing that if the subject is not interesting to the subscriber, he can simply ignore the message.
The Email Focuses On The Product, Not The Customer
It may not make much sense at first, but know that emails need to serve the customer, not the product, right?
Obviously, the characteristics of what you will offer should be demonstrated; however, remember to focus on what is relevant and valuable to the person reading the content. Understand how your product can help people and offer them that assistance.
Include Many CTAs Throughout The Message
Trying to do a lot in a single email is a big mistake, as you will make your customers try very hard to decipher the content.
So instead of spreading multiple calls to action, prioritize only one message at a time. Include a simple CTA that clears more about what you are offering the customer.
Contacts Didn’t Give You Permission To Send Messages
Collecting emails or simply buying lists from other sources will never be a good idea. In addition to leaving your company with a bad reputation in the market, your results will also be bad, and you will be throwing money in the trash! Then, create strong lists that have been built with the permission of all users.
What Are The Main Trends In Email Marketing?
- Using Chatbots To Capture New Contacts
Chatbots are increasingly being used in communication and in the relationship with the public. So it’s important to take advantage of this trend to engage readers and capture new emails.
- Experiments With Interactive Emails
Interactive emails allow you to interact with your audience’s email interface within your inbox. They are adopted by companies that want to increase customer retention and engagement. It’s a technique that offers a more attractive approach to content and helps keep customers.
- Increase In Adoption Of Welcome Flows
That’s a practice you can’t beat. The welcome email is critical for a strategy to succeed.
After all, it is in it that the brand persona will be presented, the expectations will be aligned with the reader, and where the next steps will be indicated. By doing this in a certain way, you can expect higher opening rates, lower spam tags, and more clicks.
- The Email With Informal Language
The language used in emails affects how customers interact. A conversation tone may not be indicated in all industries, but it gives a more genuine and personal interaction between the brand and customers.
Therefore, ask users, get them to think, and then give the necessary answers through the CTA, directing them to the relevant content, and that will help you solve your question.
Best Email Newsletter Templates
Following are some of the best email newsletter templates:
Corporate Email-Newsletter Template
These 5-in-1 email newsletter PSD templates can be used to present a product and its features, for example, a CMS. It has a header, some buttons, images, text blocks, and a footer. These kind of templates are best for websites selling packaged services!
Maximalist Email-Newsletter Template
These are 7-in-1 email newsletter templates in PSD format with astounding design. It contains a header, feature block, text block for blog posts, charts, and a gallery. These kind of templates are best for stores and recipes!
3-in-1 Email Newsletter Template
It is a maximalist multipurpose email newsletter template suitable for any business. It contains an impressive image, quotes, and blocks of text that are suitable for the new blog posts. This newsletter template is best for fashion blogs or stores.
2-in-1 Email-Newsletter Template
These are 2-in-1 email-newsletter templates. These templates are a smarter and more elegant email theme that features a nice photo, text blocks, and infographic. These templates are best for all kinds of tech-related businesses and services!
Maximalist Email Newsletter Template
It is a 3-in-1 simple email newsletter template that contains a simple header, buttons, text blocks, and a footer. These templates are best for all kinds of businesses!
7-in-1 Email Newsletter Templates
It is a maximalist email-newsletter template. This kind of template is best for finance-related businesses, but you can use it for other corporate purposes. It is clean, maximalist, and contains full layer PSD files with smart objects!
5-in-1 Email Newsletter Templates
This corporate email-newsletter template is a simple yet intelligent email-newsletter template that is the perfect solution for product announcements or press releases.
We hope that our guide to creating email newsletters and email newsletters templates will help you in marketing your products and services. Do tell us in the comments section below!