How to Create an Effective Newsletter?
An email newsletter is one of the most effective tools of modern marketing. According to Statista, currently, there are 3.7 billion registered email addresses worldwide, from which more than 225 billion emails are sent daily. An average office employee receives around 121 emails a day, with nearly a half of them (49.7%) landing in the Spam folder, according to a recent Lifewire report.
Lifewire also reports that an average newsletter campaign open rate is not more than 30.6%. If we take a look at the average email campaign stats of MailChimp customers by industry or average open, click-through, and bounce rates of Constant Contact customers by industry, it becomes clear that the problem of improvement of the effectiveness of the newsletter is a topical and complex issue, since the majority of emails from any industry fly out of the window and don't bring any positive results.
Still, every marketer dreams of all of their subscribers opening, reading and clicking through every of the emails sent to them. In a perfect world, the subscribers would also perform the desired action.
How to build email list and where to find subscribers?
In many countries, the law regulates email business and prohibits sending newsletters to users without their voluntary compliance. Sending newsletters to users who previously unsubscribed from receiving the emails is also prohibited in this case. For instance, here is a CAN-SPAM Act, a law that sets the rules for commercial emails. As you can see, you should approach the issue responsibly and attentively.
Note that nowadays it is harder to protect yourself from information than find the way to receive it. Publish content your clients wouldn't want to miss, and the subscriptions will roll in. Ask your subscribers, what they are interested in and would like to read about in your future emails:
Where to start and how to launch your newsletter
1. Create an auto marketing chain that consists of 3-5 emails
2. Use the individual approach
This way, you can take the necessary data from the newsletter analytics and segment your base of subscribers even further. You will be able to prepare newsletter chains with information, tailored for a specific subscriber.
3. Define a perfect time for sending out your newsletters
4. Don't be afraid of experiments, but stay consistent and avoid extremes
There are various options for the subject of your email, for example:
1. Get a discount on design development today, our hottest offer is inside!
2. [Name], it's time to give your website a makeover
3. [Name], can you find a better offer?
4. What did Jack Sparrow say in the last scene of the Pirates of the Caribbean?
At the same time, it is worth remembering that newsletter is one of the ways of communicating with your clients, through which you form the image of your company. It is a part of your image on the market.
For this reason, no matter how lame it may sound, proofread everything you write and double-check it before you hit the Send button. Here at MLSDev, we use Grammarly to avoid grammatical mistakes. Also, we send a test newsletter to our team for double-checking before the clients receive the email. Two heads are better than one.
Following these simple four steps, you will be able to receive subscribers, interested in your newsletter and willing to help you reach the goals of your newsletter campaign.
How to keep newsletters effective?
Also, every time before sending out a newsletter, we test it on our colleagues, gather feedback and polish our newsletter even further before our subscriber sees it;
May the number of your loyal subscribers grows with every post that you make and every newsletter that you send out!