With the ability to boost website traffic, enhance sales, and grow your brand’s community, email marketing and newsletters can deliver a hefty platter of benefits. Although despite this, the practice can often go unnoticed or even ignored, with other tactics such as social media marketing taking the main stage. That being said, email still continues to be a widely used platform and utilising its full potential can deliver your business with an array of worthy advantages.
Interested in setting up an email newsletter for your business? There are a lot of elements to consider, including the email’s higher purpose, an ideal template, a catchy headline, and much more. While all these tasks can seem overwhelming, the process is much simpler with a plan by your side. After all, preparation is key. Here’s a step by step guide to get you started with an email newsletter.
What’s The Purpose?
The first step of creating a newsletter isn’t to settle on a layout or to immediately start creating the content, but to rather sit back and ask yourself: What do I want to achieve through this endeavour? Do I want to grow my email list? Boost traffic on my website? Generate sales? As opposed to simply creating a newsletter just for the sake of it, put some time aside and figure out what the ultimate purpose is. Once you have a clear idea of what you’re setting out to achieve, you can dictate the following decisions based on this objective.
Establish A Template
Before writing the content for your newsletter, it’s important to know how much space you’re working with, so creating an eye-catching template is an ideal next step. It doesn’t necessarily have to be anything too extravagant, with the best newsletters often being simple to read and interact with. On top of this, you should also aim for a mobile-friendly design.
Create Your Content
Now that you’ve set an end goal and settled on a layout, it’s finally time to start filling in the spaces with content. The content you’re intending on sharing should reflect the higher purpose of the newsletter, so try to keep this ultimate goal in mind while writing copy and gathering images. For example, if your goal is to promote a new blog post, create an alluring headline and a captivating description to spark interest among your readers. Otherwise, if your newsletter is focused around a call to action, your content should be quick, eye-catching, and to the point. Not to mention, the call to action should be obvious.
On the other hand, your newsletter may just be offering your audience regular updates of your business. Some of the best places to find this content is on your business’ social media pages, blog, etc., and a great way to stay on top of all this information is to bookmark or screenshot relevant posts as you come across them. This can help save a lot of time down the line.
Regardless of whether you’re sharing a blog post or promoting a sale, try to infuse a degree of personality and humour into your content. It can go a long way towards eliminating that ‘robotic’ tone in the writing and it may help readers feel much more engaged in what they’re reading.
Proof Your Work
A misspelt word or an oddly worded sentence can stick out like a sore thumb, which can damage your newsletter’s quality and credibility. Luckily, there’s a simple solution. Before sending off your newsletter, proofread your work again and again. Make sure all the information is accurate, everything is spelt correctly, and that each sentence flows effortlessly.
Consider The Sender Name And Subject Line
These two elements of your newsletter will be the first thing your recipients see, so it’s important to ensure they’re making a strong impact. First off, the sender name can either be your business’ name or a personal name. What works for one business may not work for another, so try testing both sender names on different occasions and see which yields better results.
Coming up with a strong subject line is much easier said than done. After all, putting together a couple of words to summarise the message of your content while also evoking wonder within your recipient can be tough! The best thing to do when writing your subject line is to keep it short and to the point. Avoid any ‘filler words’ while simultaneously placing any keywords towards the front of the heading. It’ll take some time and practice to nail a good heading, but the effort can potentially be the difference between a click or a scroll.
Comply With Spam Laws
Before sending your email, it’s important to be aware of three crucial elements to ensure your newsletter is in accordance with the Australian Spam Act. Firstly, recipients must give consent to receive emails from you. Consent can be attained while building an email list by simply asking. Otherwise, you can create an opt-in process.
Next, you need to identify your business and provide contact details in the email newsletter. Inserting this information into the template can ensure you don’t forget to include it. Finally, you must also offer a unsubscribe/ opt-out link to your email newsletter. This process must be easy for the user to find and implement if they choose to. Ensuring your newsletter is compliant to these laws is vital before sending out the email.
Keep in mind that this is just a brief summary. Consult the Spam Act for more information and further clarification.
The moment you’ve been awaiting finally arrives! After proofreading your content, creating a catchy headline, and ensuring that the email newsletter abides by the relevant laws, you can now begin to distribute it across your email list and wait to see how it performs.
Evaluate The Analytics
Pressing send on your newsletter can be extremely satisfying, especially after putting in the hard yards to optimise it for success. However, your work isn’t quite finished yet. Following the distribution phase, evaluate your analytics to see how it performed among your readers. Which aspects of your newsletter helped contribute to your overall goal? Which elements didn’t? From here, you can make the necessary adjustments to help further enhance your chances of success with the next newsletter.