Whether you’re delivering exclusive company news, showcasing new products, or simply sharing your expertise, your newsletter is one of the top key elements in communicating with your internet audience.
In order to build or maintain a successful newsletter, keeping your readers interested and engaged is the most important factor.
Take a hard, critical look at the content you’ve already sent out. Has it been cultivating a strong community around your brand? Are your readers looking forward to your next message? Are you consistently getting new subscribers?
If not, here are 20 ways that will help you improve your e-newsletter and turn it into a success…
1. Gain more subscribers by putting your opt-in form above the cut line on your website. When you’re on the front page of your website, your “subscribe here” button should be easy to find and one of the first things your readers should see without scrolling down.
2. Stick to a schedule. Is your online newsletter going to be delivered daily, weekly, or monthly? What schedule works for your type of business? For example, a computer software company may only need to send out one newsletter a month to release a brief update on their products, while an apparel company may need send out 2 emails weekly to promote discounts and weekend sales. Whatever your schedule is, just make sure it’s adhered to because this ties into the promises your brand makes to your audience.
3. Use specific, targeted subject lines. This is where your reader decides whether or not to click and open your email, which is what will make or break your newsletter campaign. If you want it to be success, think of it as an advertising headline that must capture your target audience’s attention with a few words and entice them to buy.
4. Be fun and friendly. Not too many people are going to be compelled to buy anything from a stiff and bland email message. Your online newsletter is where you’ll want your audience to get to know you… the real person behind the company. It’s okay to relax and deliver it in your normal voice.
5. Make it easy to scan. Use subheadings, bullet points, and short paragraphs.
6. Use graphics and company advertisements to separate content.
7. Use a great layout design that works well in HTML, but don’t minimize the importance of text-only compatibility, which some of your readers may prefer. Try out some platforms that offer great e-newsletter design such as MailChimp, MyEmma, Constant Contact, Campaign Monitor, etc.
8. Post a short note from the CEO or President. Whether the business is a one- (wo)man show or ran by a crew, your readers may be curious about the brains behind everything. Include your headshot with an introductory letter that talks briefly about yourself and how you’re managing the latest happenings of the company.
9. Share your expert opinion with special blog posts. Make your readers feel exclusive by giving them information that can’t be found anywhere else on the company website or social media pages.
10. Give links back to the main blog on your website… Just in case someone missed your previously published articles.
11. Report on trends. What’s your forecast on what will influence the market next season or next year? Give some insight on what’s shaping the future of your industry.
12. Offer sneak peeks of future products or services.
13. Offer coupons and discounts.
14. Post upcoming company events with promotional flyers.
15. Post a product tutorial. Try a 5 minute video.
16. Make a behind-the-scenes video. Note: make it fun to watch! Be silly and make it go viral.
17. Post a Q&A interview with a key employee. Beyond the CEO or President, your readers may also want to know who works in other various departments.
18. Highlight a customer. Post their reviews or pictures that they send in.
19. Do A/B testing of subject lines. Try two different headlines and do a split test. Send one email to one-half of your mailing list, and another email to the second half. Which subject line beat out the other one and got a higher open rate?
20. Use analytics to study your audience. Find out what links they’re clicking within the e-newsletter, how long they’re reading, and other details that your provider will give in regards to your mailing list.