If you take anything away from these examples of email newsletter best practices, it should be the fact that an email newsletter takes work. You can’t just slap something together. If you want to utilize the email newsletter concept to its fullest potential, keep these seven examples in mind:
- Set goals for your newsletter: What do you hope to achieve with this newsletter? You can create definable, relatable goals by establishing benchmarks. For example, if you want to increase pre-orders for a product, how many pre-orders through the newsletter would you consider for this goal to be a success?
- Get personal with your readers: Whether you are seeking a focused audience or a broad audience, you’ll want to get personal with your readers. Use a tone that speaks to the audience that you are after. Create content that interacts with them. Remember that a good call-to-action is a great way to establish a personal relationship with the reader. Utilize empathetic content that puts yourself in their shoes.
- Make sure your subject titles are catchy: Calls to action, numbers/abbreviations, big names and questions are all things to consider with a catchy subject title. Keep the titles short, memorable and right to the point. Think about emails you’ve opened this past week. What are the subject titles that got you to open those emails? It’s a great way to get your creativity going.
- Keep it simple, but also keep it captivating: This one’s a little tricky, but it’s essential. You don’t want to drown your audience in jargon, but you also want to make sure you hit all the essential points. Remember to write with a tone that is both knowledgeable and relatable. Never talk down to your audience.
- Have a consistent mailing schedule: Unless you can commit to a consistent mailing schedule, do not commit to your email newsletter at all. Consistency will go a long way towards building readership and even anticipation for the next issue.
- Avoid spam: The last thing in the world that you want to do is send out several newsletters each week or even month. One newsletter a week is fine, or perhaps one newsletter a month.
- Evaluate performance: Pay attention to things like open rates, click-through rates, unique click-through, unsubscribes and spam reports. Most of the regular newsletter providers, such as MailChimp or ConstantContact, provide all the tools you’ll need to evaluate how well you’re doing.
Stay the course with these examples and you’ll be well on your way!