An email newsletter is something you'll most likely be sending regularly, so be consistent in your design and timing - each week, month or semi-annually. Make sure your information is in a consistent format so your audience knows how to navigate your newsletter each time.
Feel free to have a paragraph at the top that discusses the content of the email and sections, or use a table of contents.
Whatever it takes, stick to your publishing schedule and consistent design.
Have a goal with each newsletter sent
Don't put too much content in your newsletter, and provide links to your website blogs for more information. Every message you send should have a different goal. One email can focus on selling a certain product or service. The next can be about promoting some recent events in the life of your company. Limit your text so the reader can move through the information quickly.
Know your voice and make it personal
Don't refer to your business in the third person. If you are a music artist, it immediately creates a disconnect between your and your audience. Use "I" or "we," and try to keep the tone conversational. Keep the message professional, but don't be afraid to let your personality and passions come through.
Add a subtle offer
Every email newsletter is a chance to sell a product or service. First and foremost, you want to offer helpful tips and advice, but always remember to include a call to action that leads back to the services you offer that pertain to the information presented. (e.g., "If you are interested in learning more, contact us for a free estimate for this service...")
Keep the email newsletter separate from your social media. Someone giving you his or her email address can be a big deal, so offer this audience something that's not on social media. Link to your website and social media to make sure you have cross-platform linking. It's all about building an audience across all platforms of communication offered by your company.
Things to avoid in your email newsletter
Don't abuse your list by bombarding members with emails. It's a privilege to have your subscribers’ email addresses, so be sensitive to their inboxes. Avoid words like "free" or "sale," and don't use ALL CAPS. These can help your newsletter get flagged as spam. Avoid using large images and files. Emails that take too long to load may get deleted before they get read. And finally, don't regurgitate information. If you don't have something new to say, don't say anything at all. Re-announcing information and repeating blog entries wastes your readers' time and may spur readers to unsubscribe.
Bonus Tip: Make sure it is responsive
It is no longer an option to have email communications that are not optimized for mobile (unless you want to appear antiquated).
Take a look at these statistics:
- Between 2011 and 2014, mobile email open rates grew by 180%.
- 4 out of 5 emails are now being read on a mobile device.
- 7 out of 10 people will delete an email immediately if it doesn't render well on cell phones.
- 79% of people use their smartphone for reading email, which is more than those who use it to make actual calls.