How to Write an Email Newsletter That Gets +15,000 Subscribers
The key to any brand’s long-term success is building strong relationships with customers and turning them into raving fans. Email marketing, especially newsletters, is an awesome way to connect with your audience, share valuable content, and gain their trust.
But let's face it – inboxes are jam-packed with newsletters these days, so you've got to make yours stand out in terms of design, relevance, and timing. By mastering the art of creating captivating email newsletters, you'll not only boost conversion rates and sales but also make your business more relatable and forge deeper connections with your customers, both old and new.
In this blog post, I’ll walk you through the whole process of crafting email newsletters that your subscribers will genuinely love, whether you're trying out this approach for your own business or your clients. Let’s dive right in!
The Power of the Newsletter
Newsletters are typically dispatched at a consistent frequency – be it weekly, monthly, bi-monthly, or whenever there's engaging content to share with the email recipients. The purpose of newsletters can vary depending on the information you're keen to communicate with your subscribers.
For example, you might want to keep your customers in the loop about ongoing projects, or maybe you'd like to show off your brand's expertise on certain topics. Newsletters are also great for announcing new products or services or even sharing special promotions and deals.
Newsletters are affordable compared to paid ads and pretty easy to put together, so lots of businesses use newsletters to get important info out there.
Why Send a Newsletter?
The main idea behind email newsletters is to create a personal connection between your brand and your customers or potential customers.
Despite what some people might think, newsletters aren't just about making sales. They're more about staying in touch with your subscribers. But here's the thing: if your customers really dig your newsletters, they might be more likely to do business with you, which means more sales for you.
When your newsletters are engaging and full of value, they can help build trust with your customers, make you look like an expert in your field, and ultimately encourage your readers to take some kind of action.
Writing Your Newsletter: 6 Steps to Success
Unfortunately, there isn't a magic formula that works for everyone when it comes to writing newsletters.
Newsletter writing can be different depending on your company's objectives, tone, and brand. There are tons of unique elements you can mix and match to make your newsletter really shine.
But, no matter how you kick off the writing process or what your final newsletter looks like, the overall process stays the same.
So, let me walk you through, step by step, how to craft a fantastic newsletter, whether you're writing for your own business or working on one for a client.
Step 1: Set Clear Goals
First things first, figure out what you want to achieve with your email newsletter and decide on the key performance indicators (KPIs) you'll use to measure your email marketing success.
Some typical email marketing KPIs are:
How many people open your emails
The percentage of clicks on links within your emails
The number of subscribers who take the desired action
Email bounce-back percentages
How often your emails are forwarded or shared
The rate at which your email list is growing
Step 2: Choose The Style
There are a few different styles of email newsletters out there, and each one has its perks. Picking the right one really comes down to what suits your brand and, of course, your personal taste.
Let's check out some options:
Original content: You'll create brand-new articles based on your research or info from your client.
Curated content: You'll share your thoughts on the latest news or events in your industry, or react to articles or blog posts that are relevant to your audience.
Blended content: A mix of original and curated content is another way to go when crafting your newsletter.
Digest: In this format, you'll write short snippets or "teasers" that link to full-length articles online.
POV (point of view): A POV-style newsletter shares one person's perspective, usually someone who's a big deal in their niche or industry.
Step 3: Map Out Your Content
Regardless of the content approach you pick, email autoresponders offer tons of flexibility. This step lets you customise the newsletter to cater to your audience's specific needs and desires while crafting a personality for your business.
Here are some content elements you might include:
Introduction: You can start with a warm, friendly greeting, a short teaser linking to a longer article, or dive straight into your feature piece. Just make sure it's engaging and relevant.
Sidebars and graphics: Add bullet points, quotes, stats, charts, photos, and more to create a visually appealing newsletter that supports your content.
Success stories: Share inspiring stories that your readers can relate to – they're powerful and engaging.
Tips and tricks: Offer short, practical hacks that provide value to your readers in a compact space.
Q & A: Address frequently asked questions or encourage subscribers to submit their own questions via social media.
Staff/customer profiles: Humanise your business by introducing a team member and letting readers get to know them personally.
Offers/sales: Even though the primary goal of a newsletter is to engage and build relationships, you can still include exclusive deals to make subscribers feel special.
Calendar of events: Keep readers informed about important dates and events relevant to your business.
Crafting compelling subject lines is also crucial because it determines whether your readers will open your emails or not. So, make sure you create an attention-grabbing subject line that immediately piques their curiosity. Remember, the subject line is the first thing your subscribers see, and it has a significant impact on your email open rates.
Keep your email messages simple and clear so your audience can quickly understand them. Tools like Writer can assist you in crafting messages that follow your style guide, ensuring your newsletters are easily understood.
Using catchy headlines and concise writing (aim for 200 words or less) will help maintain reader interest. Keep in mind that you only have their attention for a short time, so make the most of it. You can also use images and GIFs to engage readers further.
Don't forget to include a clear call to action at the end of your email, guiding readers on what to do next.
In addition to the content you want to share, be sure your email header features your company name and logo. Include a reply-to address or your contact information in the newsletter, so readers can easily reach out if they want to get in touch.
Step 4: Choose an Email Marketing Tool
To send bulk emails and monitor your newsletters' performance, you'll need an email marketing tool. When evaluating these tools, make sure to consider how each one will help you track your KPIs.
When picking an email marketing tool, start by finding one that suits your business needs and budget.
Look for basic features like email personalization and tracking first. Then, consider if you need more advanced options like app integrations. Remember, automation features can be super helpful in streamlining your email marketing efforts.
Take Streak, for example. It offers email automation and works with apps like Typeform and Calendly. With Streak, you can send personalised mass emails straight from your Gmail inbox. Plus, the mail merge tool tracks emails and provides insights to help you tweak your newsletter just right.
Step 5: Crafting Your Subscriber List
Alright, you've got your KPIs and chosen an email marketing tool – now it's time to create a subscriber list.
Keep in mind that email newsletters are all about delivering value to subscribers rather than selling to cold leads. To build your list, use email capture tools like website widgets, giveaways, and opt-in forms. Once you have those emails, segment your list. Instead of sending the same emails to everyone, use segmentation to tailor your email marketing campaigns to specific groups of people.
Consider using demographic data (age, gender, and location) and psychographic data (interests, preferences, and average spending) to create your segments. Also, look at behavioural data (lifestyle, purchase frequency, and past purchases) to form even more precise groups. This approach will help you create newsletters that truly connect with your customers' needs.
The Bottom Line: Email Marketing That Gets Subscribers
Creating awesome email newsletters can really make a difference for your business.
First, set your goals and pick the perfect newsletter platform. Next, build a subscriber list and break it down into segments. Finally, whip up content that your audience will find interesting.
Now you're ready to craft email newsletters that'll grab your potential customers' attention and keep them engaged. Enjoy sending those emails! Remember, with all the flexibility in style and content, you can become a pro at writing email newsletters that fit your mission like a glove.
No matter what tone you're going for or how you want to connect with your audience, you've got the freedom to come up with content that's entertaining, informative, and persuasive.
By doing this, you'll create strong, lasting relationships with your prospects and customers, turning them into your biggest fans.
