How do you write a newsletter that works? This is what you need to remember!

Does it seem to you that 60 seconds is that not enough? If so, you may be surprised. Namely, during this time an average of 187 million emails! This is an overwhelming number. You yourself probably open your e-mail inbox and are confronted by dozens of messages. Some of them you throw in the bin without even checking their content. Exactly. And with every email stands a company that is counting on getting your attention. Do you create the messages yourself? You don't want your message to end up in the recycle bin or, even worse, in spam? If so, we invite you to read our article on how to write an e-mail to get your attention. newsletterthat works and stands out among the rest.

Writing a newsletter - a task not as simple as it might seem

Newsletter is an email in which you offer subscribers and fans your most interesting contentYou send company-related notices, information related to promotions. Well done e-mail marketing can really do a lot. According to the results of a survey conducted among Polish marketers, as many as 50% respondents found that email marketing leads the way in terms of return on investment. It also found that one in two Poles buy online based on emails they have received!

Although newsletters are the most commonly sent emails, creating a good newsletter is a difficult challenge. When you start out, you need to consider a myriad of issues. A compelling subject line, call-to-action, a design that suits multiple boxes and devices and, above all, a properly laid-out message. In addition to this, remember to avoid the pitfalls that can land you in the 'SPAM' folder and to act legally. And don't forget that if you make a mistake, once you have sent your message, you will not have the chance to rectify it.

Before you start writing a newsletter, you need to ask yourself a basic question - about its purpose. Therefore, the first step towards an effective campaign is simply to establish why you want to send messages. The objectives can vary and so will the emails depending on the direction taken. Examples of objectives include: increase in sales performance, increase website traffic, strengthening the brand position in the market or customer education. The objectives of the entire campaign (as well as the individual emails within it) should be as specific as possible. Do you want to increase sales, traffic and educate at the same time? You are unlikely to succeed at any of these things. 

Opening the newsletter by the subscriber - half the battle

To understand the situation we are in, it is important to realise that our recipients receive dozens (if not hundreds) of messages every day. Therefore, what you should pay special attention to is an interesting newsletter title. Contrary to what you may think, this is a difficult task, as the subject should be both concise and intriguing. How do we achieve such an effect? Of course, it depends on the industry in which we operate. However, if we do not have an idea for an original slogan, it is worth using formulas such as: "Did you know that.", "3 steps to...". Although they seem cliched, they are still effective. Remember, however, to avoid exaggerated clickbait, which the recipients will immediately recognise and will be regarded as .... an attempt at deception! Therefore, before you decide on a title like "Wow! I have discovered a magical way to...", think twice. - you'd better think twice whether the offer contained in such an email will seem credible and authentic to the subscriber.

If you want to know the hard data on the impact of email titles on their 'openability', we provide it behind CoSchedule. As far as 35% Recipients open emails based solely on the titles. In contrast, as many as 69% marks an e-mail as spam, based on the subject line. But what can you do to ensure that your mailing becomes the 'chosen one'? The 'open rate' is higher in those cases where marketers use a personalised titles newsletter. The easiest way to do this is to use the recipient's first name. 

How do you write a newsletter? See 5 tips

However, the title of an email is not everything. So what if it encourages people to open the newsletter if the content itself does not meet the recipient's expectations? Read how to take your messages to the next level!

First impressions count

In addition to the title, the subscriber's first impression is influenced by the beginning of the message being conveyed. Focus on the first line - it needs to be as catchy as the subject line. Remember not to fall too much into a "storytelling" style. Make sure you make it clear from the start what the purpose of the email is. Also avoid such clichéd introductions as "Hi, my name is...". Instead, use phrases like "I noticed that...", "....I see that both...". In this way, it is quicker and easier to establish a relationship by drawing attention to a shared experience.

Be consistent, but don't annoy subscribers

Someone has signed up for your newsletter? This means that he or she is counting on regular contact. Therefore, make sure you meet his or her expectations. Signed up for your weekly newsletter? Deliver a message to him once a week - sending content once a month is not fulfilling the promise made. Lack of consistency will certainly affect your brand reputation. How are your readers supposed to become customers if you cannot be trusted?

This also works the other way round. The recipient has signed up for a monthly newsletter and receives emails from you three times a week? This is an annoying practice. Just because someone has consented to be contacted does not mean you can exploit this. Be wary of such a habit - you might just be considered a spammer.

Only address relevant issues in the newsletter

It is obvious that recipients choose to 'unsubscribe' when the content sent is, in their opinion, of little use. That's why you can't allow yourself to indulge in free-floating and musings - a newsletter is not the place for that. You should not send emails fully devoted to topics such as politics, the weather or sporting events if your company deals with furniture, for example. These are irrelevant to your business and not what your subscribers want to read about. It is also advisable to avoid controversial topics in your newsletter.

Add graphics to add variety to your message

Did you know that the average subscriber spends an average of 51 seconds to read the newsletter? What's more, it only reads about 20% of the text contained therein! That is why it is worth using elements such as infographics to make the content easier to "scan". The use of images can help your recipients better assimilate the information provided. 

Create a sense of "urgency"

We all have a tendency to procrastinate. Maybe the person reading your e-mail has something on their mind at the moment or is simply not in the mood to do what you want them to do. This is no good, because once they have closed their inbox, the likelihood of them coming back to your message is close to zero. Therefore, you must urge your subscriber to take action immediately. The easiest way? Set a deadline, for example: "offer expires tomorrow" or "only 10 places left".

How do you write a newsletter that works? Summary

Email marketing still has an important place and can be just as effective as the latest tactics. For this to happen, however, you need to find the right formula for your business and understand your readers' approach. Only then will you see an increasing conversion rate. Before you start writing a newsletter, you must first of all establish the purpose it is intended to serve. Also, take your time when coming up with a subject line - in most cases, it will determine whether your newsletter will be opened at all. Use our tips - for example optimisation e-mail marketing may surprise you with the results.