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  • Writer's pictureNat Sharp

How to create an email newsletter that people will actually read


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7 tips to create the perfect newsletter


Running a successful small business means finding ways to capture the attention of potential customers, and an email newsletter is one way to do just that. It's one of the most popular channels to use and is the most effective for small businesses.


However, if your newsletters aren't being opened and read, they won't be achieving their intended purpose. So what are the secret ingredients that will make sure readers open up your emails every time? In this blog post I'll be uncovering those secrets so you can create effective, engaging email newsletters for your small business.


Here are my 7 top tips:


1. Keep it short and concise

To create an email newsletter that people will actually read, it's important to keep it short and concise. According to a study conducted by Constant Contact, newsletters with a word count between 200-500 words have the highest click-through rates. Additionally, keeping sentences and paragraphs short can increase engagement and make the content easier to digest for busy readers. Good content planning helps so you can plan in advance and devise a content calendar for the year to then prioritise your features and key stories.


2. Limit the call to action

When creating an email newsletter, it's important to limit calls to action to avoid overwhelming readers. Too many calls to action can decrease click-through rates and lead to fewer conversions, so it's best to focus on one specific action or offer that is most relevant to your readers. Make sure they're specific too and 'benefit focused' for the reader so you get them excited and they know exactly what will happen next if they click.


3. Use engaging subject lines

Creating an email newsletter that captures your attention isn't easy and with the right subject line, the chances of success increase significantly. The average business professional receives an average of 88 emails per day, so it's important to make sure your subject line stands out from the crowd and entices readers to open your newsletter. Subject lines with personalised content or interesting questions tend to generate higher open rates. So, take time to craft a subject line that will prompt your readers to click and read on. Try and integrate power words too.


4. Personalise and segment into different groups of customers

There is no questions that it pays off to spend the time personalising and segmenting your newsletter. By tailoring your content and messaging to specific groups of customers based on their interests and behaviours, you increase the likelihood that they will engage with your brand and ultimately convert into loyal customers. According to a study by Campaign Monitor, personalised emails have an average open rate of 29%, compared to a 17% open rate for non-personalised emails, showing the power of customising your email content.


5. Stick to one topic

However tempting to add every message you think the audience need to know about, it's important to stick to one topic per newsletter. Again this shows the importance of having and using a content calendar. This allows for clear and concise messaging, as well as making it easier for readers to digest the information without feeling overwhelmed. Additionally, having a clear topic focus can help with your segmentation and personalisation efforts, allowing for targeted messaging that will better resonate with your audience.


6. Deliver value

In todays competitive market, it's essential to deliver value. As a general rule, a newsletter should be 90% educational and just 10% promotional, which means prioritising informative content over sales pitches. By offering valuable insights and tips, you establish your brand as a trusted source of information, which leads to increased engagement and loyalty from your audience.


7. Keep the design simple and professional

When it comes to newsletters, less is definitely more. Simple and professional designs are not only aesthetically pleasing, but they also increase the chances of your newsletter being read and acted upon by your audience. Newsletters with cluttered designs and too many elements do result in a lower click-through rate and an increased rate of unsubscribes. Try to avoid using too many colours, fonts, logos and images. Consider how your brand works in a email newsletter and apply brand guidelines.


Now you understand the secrets to creating an email newsletter that your readers won't ignore. Keeping it short and concise, limiting the call to actions, creating engaging subject lines and personalising content are key components you need to consider in order to deliver value to your readers. Sticking to one topic per newsletter and ensuring a professional design also helps boost reader engagement. With this knowledge, you can create powerful newsletters worthy of being read - so get started today!


If you need support in developing strategies for marketing, then book in for a free 30 minute consultation. You can also view more of my 150+ blogs here.

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