23.02  Christine Online: Tips for effective email newsletters   |  Email marketing is a direct and convenient way to keep in touch with customers. If you do it right, it can give you impressive returns on investment. Use it to broadcast a message widely, or target specific individuals with personalised content that’s generated on a mass scale. With low costs per contact and great metrics and measurement, email marketing is an attractive option for any business - or freelancer.

Every business has its own objectives, customers and messages – and each requires a different type of email marketing strategy.

There are generally two types of commercial emails which companies use to market a business, brand, product or service. First, promotional emails aim to inspire immediate action through special offers or product or service promotions.  Secondly, newsletters (sometimes also called ‘retention emails’) are designed to build long-term relationships with current and potential customers by providing useful or valuable information to subscribers.

As a side note, emails can also be used in customer relationship management (CRM) as part of the ‘transaction process’ – e.g. when notifying customers of order and shipping status, etc.

Of course, what really counts is content. Here are 5 tips for creating great email newsletters:

1.    Set a tone

Your readers should know what to expect from you in every edition. Is the newsletter going to be from someone in particular? Or is it a more general publication? Of course the tone of the newsletter should match your company/brand’s ‘voice’.

2.    What’s the point?

Think carefully about who is going to be reading this newsletter and why. What’s in it for them? Strong content is educational or newsy; provides solutions to a common problem; is a ‘how-to’; or offers decent opinion or analysis. The content of your newsletter will depend entirely on the nature of the sender’s business or brand. Remember: it is important that you offer value to your readers.  

3.    You don’t have to tell the whole story

Emails should not be epic novels. Don’t include long articles - rather use shorter, concise ‘teasers’ and link to the full articles on your site. This keeps your emails punchy and relevant.

4.    Don’t use too many images

Steer clear of image-heavy newsletters. Many email clients block images, or may catch image-heavy mailers in their spam filters. Also, remember that many people read emails on their cellphones. Images will not render well on these devices. Try to avoid using images for content headings and make sure the bulk of your copy is in plain text.

5.    Scanning. Makes. Easy. Reading.

Like website content, newsletter content needs to be easy to scan so that readers can see quickly what’s important to them on the page. Engage readers with headings and subheadings that pique their interest and make use of bold text to highlight important words or phrases.

Try to test different content and pages to see what works best for your business. If you keep these points in mind while you’re drafting your next newsletter, you’ll be able to create more effective and engaging content for your readers.

About the author:

Christine da Silva is a professional and well-experienced Online Marketing Strategist specialising in Search Engine Optimisation. She has an enviable depth of experience and knowledge of the Online Marketing industry and her reputation has secured her company, AlterSage, clients from around the globe.