Newsletters are some of the most used channels in marketing a product or service. As a business owner, you should never underestimate the power of newsletter sending in influencing your target audience's purchasing habits.
A well-crafted newsletter can drive a lot of traffic to your website, and it can also keep your target contacts engaged while you're nurturing them.
The number of emails sent per day worldwide is on a steady rise, reaching approximately 320 billion in 2021. With over 4 billion email users, the average user can expect to receive around 80 emails daily.
As businesses strive for consumers' attention in an increasingly competitive market, it is no longer sufficient to hastily put together a newsletter and call it a day. To outperform competitors, your campaigns must stand out and provide more value, creativity, and engagement. Achieving this requires superior design and copywriting.
And so, we gathered 5 important best practices for newsletter writing that you should use.
Let's begin.
1. Be Consistent.
When sending a series of emails, ensure that they complement each other naturally and are easily identifiable as part of a sequence. Establish visual consistency by implementing negligible, repeating elements in the templates.
For example, when promoting a product or service, maintain the same design decisions throughout the entire campaign. This can include background colors, unique illustrations styles, or distinctive font choices.
Assuming that your objective is to increase the appeal of a specific product or event among your audience, it's best to avoid excessive experimentation. Instead, select a single visual aesthetic for your newsletter and maintain consistency.
2. Use Single Columns.
Statistics show that over half of all emails are read on mobile devices, even though computers are still regularly used. This means ensuring that your newsletter template is visually appealing on both computers and mobile devices.
A newsletter designed this way is skimmable by default. This approach instantly gives the entire email a sleek and appealing look, especially crucial for newsletters that are text-intensive.
3. Minimalism Always Works.
If you lack confidence in your design choices, opt for a minimalist approach with fewer colors, textures, fonts, and images. Minimalism is both trendy and requires minimal effort, making it a safe option.
Minimalist designs not only minimize distractions on the page, but also help your readers concentrate on the crucial elements. This design style typically features a clean white background, simple illustrations, and a single bold color for contrast.
4. Add Headshots Whenever You Can.
If you’re sharing your customer success story in your newsletter, include their photo to prove the authenticity of that testimonial. The same goes when you must present yourself or introduce another expert.
Including real photos of the people you are working with can build a stronger level of trust among your audience. Photos serve as visual proof, so make sure to include them if available.
5. Show, Not Tell.
A successful commercial newsletter must include striking images of your products, accompanied by persuasive calls to action. Incorporating user-generated content (UGC) into your newsletter can also increase customer trust.
To enhance the impact of your newsletter further, consider pairing product photos with lifestyle content that showcases the actual use of your products.
Real customer photos and videos will also allow your email subscribers to see that your products are being utilized by individuals similar to themselves.
Instead of going into extensive detail about how your product or service operates, consider demonstrating it through embedded images. Usually, a picture can communicate your message more effectively and make it easier to grasp. However, be sure to clearly indicate that readers can visit your website for further information.
To Conclude
Crafting an effective newsletter can help boost your marketing efforts by sending the right message to your target audience.
When you use the best practices for newsletter writing above, coupled with the best practices for sending email broadcasts, you can make sure that you'll not only reach the most number of contacts in your list, but that you'll also get them engaged with your content.
Want to learn more? Contact us today and let's start building an effective newsletter campaign for your business.
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