How to Send an Effective Newsletter - Banner

When you’re taking a new step in business, it is advised to have your contacts consisting of readers, prospects, and potential clients, informed about your ventures. It is always wise to keep your stakeholders updated on your routine engagements. Email newsletters come in handy to serve this purpose.

Though seemingly simple, a newsletter marketing strategy can be effective if practiced by following certain principles and ethics. However, the same strategy can backfire if your newsletter is anything short of perfect. We have listed precautions you might want to take before drafting a newsletter and tips that will enhance the quality of your newsletter.

Send targeted emails

Bombarding inboxes with emails inclusive of the newsletters to users with no relevance can result in your email being dunked with no remorse to the spam folder. Instead of sending newsletters to a big chunk of receivers in your contacts, have your audiences segmented. Create a more specific email goals based on carefully crafted buyer personas. This will increase open and click-through rates of your campaigns.

Make the subject line short, exciting and personal

Subject lines of newsletter emails play a pivotal role in its opening. Subject line, being the first point of visual contact between your email and clients, is the most influential element in your email to allure readers to open your email. Hence, it is advisable to have an interesting subject line indicating exactly what you have in the mail.

Short, yet catchy subject lines perform best, especially those starting a question, conveying urgency and stimulating your prospect’s curiosity. Try personalizing the subject line with regards to the recipient your prospects as much as possible. For instance, if your prospects are in one geographical area, a reference to that area makes the line more personal.

Include contact details

Placing a physical address or P.O. box is a required legal procedure. Also, it is a depiction of good email etiquette. An authentic address provides the confidence to your prospects of you being a legitimate sender. It relates recipients with something tangible lowering subscribers’ level of doubt on you. Your virtual addresses, such as contact numbers and social media accounts, make it easy for the readers to stay in touch with you. Genuine contact details facilitate in frequent communication allowing you to provide better customer service and continue building relationships.

Optimize Your Newsletter for mobile

Stats indicate that 50% of emails are opened on mobile devices. This reason alone is sufficient for email newsletters to be optimized for mobile or even responsive to work well on tablets. Here are a few tips for optimizing your emails for mobile:

  • Keep the width within 600px wide
  • Include a link to view the email in a browser
  • Use call-to-action buttons so they are easy to click on mobile

Now that you have the basics sketched correctly to creating a newsletter, here are a few quick “don’ts” to consider before you begin sending it out.

Don’t put everyone’s email address in the “To” field

Putting the address in the ‘To’ or ‘CC’ field is appropriate and ethical in most situations. But at times, the same can be unnecessary and harmful. As a base rule for determining whether we should use the BCC or TO or CC fields, we need to know the answers to questions regarding the privacy of the email. A brief analysis on whether all receivers need to know the names/email addresses of other recipients should be done.

Just because people were happy to share their information with you doesn’t mean they want to share it with everyone else. Instead, put your own email address in the “To” field and put all the recipient addresses in the “BCC” (blind carbon copy) field to avoid impinging privacy. Besides, you don’t want to reveal your prospects.

Don’t use too much automation

Automation is the golden key to internet marketing. Theoretically speaking, the more you automate the more money you make. Other salient features include saving time leading to better efficiency. Therefore, automation makes everything salable and fast.

However, too much automation can hurt. Readers can tell if you’re being genuine or not. Completely automated emails can seem monotonous, leading subscribers to lose interest in your newsletter or even worse eventually unsubscribing from the campaign. Balance automation with personal time and effort. Individual replies and spur-of-the-moment messages can impress your subscribers. They will recognize the difference and the possibilities of you being rewarded are also bound to increase.

Don’t Buy Email Lists

Building a list of subscribers of your own is a long and tedious process but the results are worth it. These subscribers from your personal list actually look forward to your emails. Email newsletters sent to these groups are more likely to be opened and responded to. Expect a series of follow through on your calls to action too. You also get to keep the list for yourself and use it to your benefit when you start a new business or blog. Generating contacts from a bought list compiled by someone else has a high risk of having your emails being sent to spam. All in all, it is a complete of waste of money since most people on the list aren’t even prospective customers.

Don’t use spam trigger words

Wrong words in the subject line can prevent your newsletter from reaching your subscribers’ inboxes. These ‘trigger words’ red mark the newsletter hence dumping a completely innocent message into the spam or junk folder.
On your next newsletter, consult with lists comprising email spam words to avoid. In fact, getting a hard copy of the list stuck on your work desk can act as an obliging guide while you craft an email subject line.

Newsletter marketing is a simple and straightforward tool of communication. Despite its simplicity, it ought to reflect creativity along with professionalism. They should engage your subscribers and keep them engaged with graphics and humor.

And don’t forget, Fusemachines brings you its own newsletter every month.