These newsletters do a great job of following the best practices listed above. Keep similar offers in a similar design: This is important, as it will help your customer navigate your email with ease and find everything that matters to them (versus becoming overwhelmed by several different competing design styles and assuming other content isn’t relevant to them).The main highlight will stand out from the rest of your content visually and will usually be placed above the fold (more on that later). Have a main highlight: This is whatever you want to advertise the most.In addition to using images to break up content and make it easier for your readers to navigate your newsletter, include a visual element that corresponds with and supports each individual section to help draw in and focus your readers’ attention. Use imagery wisely: Pictures really are worth a thousand words.Keep the number of sections (or calls to action) between 3 and 8 at the very most. The fact is, however, that concise newsletters tend to outperform lengthier versions. Limit the length: This is a tricky one, because as marketers, we tend to want to share as much content as possible to help our customers make an informed decision.It can be helpful to think of each individual text area in your newsletter as a brief sales pitch. Keep text to a minimum: Short, bolded headings, brief paragraphs, and bulleted lists will draw and maintain your customer’s attention.These should be easy for a customer to scan as they casually scroll down the email. Break up content: Use white space, images, changes in background color, horizontal lines, text headings, and other signifiers to break up your content into digestible chunks.When laying out your content, here are a few things you should keep in mind: Designing your newsletter template to optimally showcase your content, however, is the way to go. Many marketers end up making their content work with a fixed newsletter template their designer has already created for them. An effective layout will help your customers find the things they care about, while a poorly designed one can quickly see your treasured newsletter relegated to the recycle bin. How you lay out your content is one of the most important (newsletter) decisions you’ll make. Once you’ve decided what’s going into your newsletter, it’s time to get to the design! You can have the most compelling, valuable, and relevant content out there, but if your customer can’t easily scan the content and find what matters to them, it’s not doing them (or you) any good. Use your layout to encourage people to read your content. As a great rule of thumb, you should ask yourself two questions: “What do your customers want from you?” and “What do you want to advertise?” Answering those questions and identifying where they overlap will give you exactly what you need to populate your newsletter with relevant content. Remember, it’s all about bringing value to your customer. ![]() Subscribers to a trendy retail store’s newsletter will want different things than those who subscribed to Old Desk Clocks Weekly. Deciding what that content is will largely depend on your type of business. Successful email newsletters are the ones that add value to your customer’s inbox they do this through advertisements, highlights, offers, and information that your customers find relevant or exciting. To be more accurate, they’re really a collection of advertisements, and that’s not a bad thing in fact, it’s what gives them value to our customers! So, be sure to advertise the products or services your company offers and your customers care about after all, that’s the reason they subscribed in the first place.īy effectively highlighting the things your customers care about, your newsletter should convince them to click on links for more information, whether that’s to download relevant content, register for an event, or simply learn more. We don’t tend to think of them as such, but that’s exactly what they are. Define what you want your newsletter to achieve.īefore you can start building a better newsletter, it’s important to clarify what you want the newsletter to do and how you’ll measure its success, so that you can later determine whether all your hard work is paying off.Īt its core, a newsletter is an advertisement. With that in mind, I’d like to share 6 best practices that’ll elevate your newsletters and add real value to your customers’ inboxes! 1. Just like any tool, however, it’s possible to use them incorrectly (just imagine sweeping the floor with a rake). They give us the opportunity to talk directly to our customers, keeping them up to date and in the know. Email newsletters are an excellent marketing and branding tool.
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