Creating great newsletters

Email marketing is a versatile and effective promotion tool, used by brands and marketers worldwide. It can be used to reach out, engage and increase brand awareness and help to gain new consumers and maintain existing customers. However, the average person spends just 51 seconds reading an e-newsletter, so how do you make an impact in less than a minute?

Take a look at a few of our top tips for producing great newsletters below:

Choose a platform

Firstly, find a good platform for creating and distributing your newsletter. Online tools such as Mailchimp and Campaign Monitor offer simple campaign designs and list management, alongside analytic tools to help monitor your progress.

Compelling, concise copy

Copy needs to be interesting and engaging, ask yourself, would you read it? If not then go back to the drawing board. Keep content scannable with easy to read blocks of short copy, with the addition of call-to-action buttons and engaging images. Satisfy your readers with just enough information, but leave them eager to learn more – directing them back to your website.

Stimulating subject lines

After all, an email is only as good as its subject line, ‘This month’s newsletter’ or ‘April office news’ won’t get fingers clicking. Make sure it’s interesting, intriguing and thought provoking.

Some of our favourites include: ‘Don’t open this email’ – there’s nothing like a bit of reverse psychology – and ‘Best of Groupon: The Deals That Make Us Proud (Unlike Our Nephew, Steve)’ – a little humour goes a long way!

Don’t forget call to actions (CTA)

Highlight what you want your subscribers to do next. Make it interesting, use colours, add a button and create a sense of urgency using imperative language.

Remember the legalities

Each e-newsletter you send needs to provide an opt out option, return email address, as well as a valid postal address. Most email services provide space in the footer for you to populate with the relevant information.

Make unsubscribing easy

A person unsubscribing from your newsletter is unfortunately common and it’s nothing to take personally. However, the harder you make it to unsubscribe, the easier it is to click the ‘spam’ button – causing delivery, open and click through rates to fall and the possibility of your platform stopping your emails.

Test before sending

Remember to send your newsletter to yourself or a colleague before your subscribers. View it in different browsers and on different devices including mobile, tablet and desktop – and don’t forget to check your links!