You get them all the time without even realizing it. Newsletters flood your inbox daily! But how many of them do you actually read? Or even open for that matter? If you’re not even reading the newsletters that you get, how many of your subscribers are reading the ones you send them? Probably not nearly as many as you want!
If your open rate is suffering, and you’re seeing a trend of unsubscribers, then keep reading. I’ve got some tips that will help you write an engaging newsletter.
Before you even get started on that first draft, you have to ask yourself the most important question of all; What’s the goal of your newsletter? Here are some examples –
- Send traffic to your website
- Make a sale
- Bring attention to a new product/service
Whatever the case may be, you need to have a mission that this newsletter is going to accomplish.
Next, you should know your audience. And I mean really know them. If you’re sending a newsletter about an upcoming romance novel to a list that’s primarily men…chances are it’ll get glossed over and never opened. Research your audience! Learn who they are, and write to them. Write to them like you’re old friends, hanging out with a glass of wine and chatting!
TIP: If you wouldn’t send it to your friends, don’t send it to your audience!
They say you can’t judge a book by it’s cover. But my mom always told me when it came to actual books (not in the metaphorical “don’t judge someone based on how they look” kind of way) that you should TOTALLY judge it! No one reaches for a book unless it pulls them in. No one opens a newsletter unless they’re drawn to it. And what draws them in? The subject line! Your subject line needs to be short, to the point, and captivating. It’s a lot of pressure, and you’ll write and delete your subject line about 100 times before settling on something, but keep at it. Don’t be afraid of those emojis, either! 😜
Like Jamie Lee Curtis and her yogurt commercials, you need to stay regular. If you’re not following a schedule, make one. No one wants to get newsletters from a company that only sends them to push a sale or a new product every 5 months. So if this your current tactic with email marketing – change it!
Need some ideas for content? Here are a couple to get you inspired!
- Blog posts
- Company news
- Info graphs
- Industry news related to your industry
- Something fun or interactive
One thing I always try to include in my newsletters is something interactive the reader can do, like a word search or even a sudoku puzzle. I’ve added a coloring page the reader can download, color, then asked them to upload it to any social media and tag us! Most recently I created a “Spot the Difference” picture, and told readers to stay tuned for the next month’s newsletter for the answers. That newsletter had a higher percentage of open rates! Keep your readers entertained, informed, and involved, and they’ll look forward to your next newsletter.
TIP: Before you hit that send button, have someone read it and check for any grammar or formatting mistakes!
Last, but definitely not least, a n a l y z e. You’ve got everything on point – your goal is established, you know your audience better than your Aunt Gertrude, the subject line is choice, newsletters are regular, and your content is pure gold. But for some reason it’s still not clicking! Well maybe sending a newsletter out at 10PM on a Tuesday wasn’t the greatest time. So analyze your data! Make adjustments, and keep trying.
The beauty, and downfall, of digital marketing is its fluidity. What works for you this month may not work for you next month. Keep at it, try different things, and keep it regular enough to make Jamie Lee Curits proud.