The newsletter is one of the most tried-and-true forms of communication, but it’s also one that has undergone some dramatic changes over the years. The basic idea remains the same: to share news or information with an audience and keep them connected.
Today, newsletters are often interactive and include multimedia features like videos, podcasts, and slideshows. They may be used for marketing purposes or simply as a way to distribute company updates internally among staff members. Here are 10 tips for making your newsletter stand out from the competition.
1) Consider how you want people to feel when they open your email.
Do you want your newsletter readers to get excited about what’s inside? Or would you prefer they felt relaxed and at ease? Achieving the desired impact can depend on subtle things like font type and color as well as more obvious features like images and the copy you use.
2) Incorporate multimedia elements.
Newsletters can now include things like videos, slideshows, infographics, podcasts, and links to webinars or articles that readers can use to stay on top of information about your industry. Journalists often use newsletters to share their most popular articles, or you can attach your own.
3) Experiment with different formats.
A/B test the newsletter layouts you use to see which works best for your audience. Bullet point lists are one of the easiest ways to provide key information quickly while emphasizing the most important points.
Charts and graphs can be particularly effective for showing data, but they work even better when they’re reader-friendly by avoiding abstruse terms and labyrinthine labyrinths of numbers.
Be sure to use visuals that complement the text and don’t contain information that’s already presented in the copy. Also, make them as relevant as possible. For example, a graphic that shows the break-even point for your company’s product might be useful to highlight in a video about your business model, but it wouldn’t fit with a newsletter dedicated to information about tax season.
Inserting interactive media is another good option. This might be a poll related to an article you posted on your blog or a graphic illustration of how to do something that can’t easily be explained in words.
4) Think about what you want readers to do after they read the newsletter.
It should be obvious, but if you want people to take action, you need to make it easy for them. Provide a link to a web page or post with more information. If you mentioned a discount in the newsletter, include a coupon code that can be entered at checkout, and provide clear instructions for where they need to go.
5) Link newsletters with social media sites.
Having an email sign-up form on your blog or website is an easy way to continually build your list of contacts. You can also make it easier for people to share newsletters with friends and colleagues by including social media sharing buttons in the footer of each issue.
6) Make it personal.
People are more likely to open emails from someone they know and like than from a generic address like “email@example.com”. Be sure to sign your name at the bottom of every newsletter you send out.
7) Include relevant images.
Including an image with each post is one of the best ways to help people remember what you shared and what they should do next. For example, if your newsletter includes a discount on a new product, add an image of the product itself rather than just the code you’re providing.
8) Make it easy to search.
A simple way to make it easier for people to find older editions of your newsletter is to create a dedicated archive section in your blog or website where you list them all. You could also include the text of each email in your next edition if it’s relevant to what you’re discussing at that time, for example, if there’s a trend in the industry you need to highlight it because people are talking about it elsewhere.
9) Use a call to action.
Include a link to subscribe or one that takes readers directly to the page where they can purchase your product. That way, when you’re sending out discount codes in newsletters, people won’t have to hunt for them — they’ll be able to click the direct download link right away.
10) Have fun with it!
Newsletters can help you strengthen your relationships with customers and might even earn your company some new ones. With so many resources at your fingertips, you can create something that speaks directly to the people who matter most — your audience. It’s worth the time and effort to make it a success.
If you’re not familiar with the standard newsletter formats, use Venngage — a free infographic maker that offers a wide range of free newsletter templates for everyone. Here are some newsletter examples from their website!
Newsletters are an important part of many online marketing strategies, but few companies put in the time and effort to do them right. You can use this advice to start creating newsletters that speak directly to your readers today.
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