12 Smart Ways To Create The Most Engaging Email Newsletter
Newsletters have always been a reliable format for company communications and marketing. However, a newsletter will only serve its purpose if it is engaging enough to tempt recipients into opening and reading it.
With so many people working from home these days, professionals are relying on their inboxes to bring them news, information and entertainment more than ever before. Consequently, email newsletters are seeing a surge in popularity.
How can a business craft an email newsletter that excites and hooks readers, leaving them wanting more? Here, 12 members of Forbes Communications Council share their insights into how to create email newsletters that draw readers in effortlessly.
- Be Consistent And Make It Useful
Being consistent by sending your newsletter on the same day every week and putting useful information into it is key. Are you telling your audience about important dates they should be aware of (event sign-ups, upcoming sales, etc.) or answering a question they have? Make it useful and relevant to their immediate needs and interests. - Marissa Moran, Pacific Council on International Policy
- Focus On Offering Value
Offer value, period. The key to marketing and selling is giving away free content that your audience cares about. Give so much that they start perceiving you as their trusted adviser and an expert in your field. When you reach that point, no selling is needed because your audience will naturally want to know what you would recommend to fix their problem or improve their situation. - Matthew Stafford, Build Grow Scale
- Keep It Short, Authentic And Actionable
It’s no secret that our patience is reducing as technology channels are expanding. We’re getting bombarded with messages everywhere. To engage readers, your newsletter must be short, authentic and actionable. Videos are a good way to deliver content quickly. Indicate up front how long the video is, as people are more likely to watch if they know there’s not much time involved to get good information. - Stacy Sherman, Customer Experience Expert
- Test For The Right Frequency
Weekly newsletters work for some companies and audiences, but once a month or quarterly will likely be a better cadence. You need to strike the right balance between familiarity and curiosity for your targets. If you send it too frequently, they won’t be curious; if your newsletters are spaced out too much, they won’t remember you. - Ellen Sluder
- Write For Your Audience, Not For You
As with any good piece of content, make sure you are writing your newsletter for your audience and not for you. Make it interesting and relevant for them, and you’ll increase the value in your relationship. - Jonathan Sasse, Metova
- Use Clever And Relevant Headlines
The only way that a newsletter (or any message) will have an audience is when it speaks to them. Your audience is more likely to open a newsletter if the subject line/headline is clever and relevant. Add the time needed to read that newsletter or article to show respect for your audience’s time. - Jyoti Khan
- Create Content Worth Reading
Write content that is actually interesting and worth reading. Most newsletters look so vanilla that any competitor or third party could write such generic content. “Insert logo here” should mean more to the reader than simply an email template placeholder. Bad or boring content gives people an easy reason to unsubscribe. Writing compelling content is not an easy task, but makes it worth the time it takes to read. - Kenneth Kinney, Ai Media Group, Inc.
- Curate Engaging Elements
I am a big fan of short-form video, GIFs and curated news. Short-form videos are easy to create (PlayPlay has a great solution) and engaging. Using GIFs is a good option because they require less effort to watch. Including curated news is too because who has time to read everything? - Alison Murdock, Trusted CMO, Inc.
- Run Special Editions
Throughout the year, we have a number of themed special editions, which tie into cultural happenings. For instance, our Game of Thrones-themed edition to celebrate the last episode of the series was one of our most read newsletters. Of course, offering prizes to those who find all the references hidden in the text always brings out the competitive spirit too! - Niamh Whelan-Reiter, Avanade
- Don’t Oversell
Typically, people sign up for a newsletter to gain value and insights that they can implement either at work or in their personal lives. Consumers are much better at reading between the lines and identifying whether you are trying to add value or push your product or services. So it’s important to strike a balance and ensure that you are providing them with high-quality information. - Liam Quinn, Reach Interactive
- Ask For Feedback And Feature It
Don’t make emails just a one-way communication tool. Ask for feedback and publish it in the newsletter, or include surveys and publish their results. By leveraging content from your readers, you help them become active participants in building the newsletter, so they are more likely to be engaged. - Roshni Wijayasinha, Foxquilt
- Incorporate Outside Content
It can be tempting to flood your newsletter with strictly company news, but no one wants to hear you bragging 24/7. Instead, take the counterintuitive approach and include content from sources outside of your company that would be useful to your client—maybe it matches their values or opines on the future of their industry. This shows you care about them, not just yourself. - Patrick Ward, Rootstrap
By Forbes Communications Council first published on https://www.forbes.com/ on December 28, 2020