Email marketing has been around since the dawn of the internet, and despite being overtaken by social media in recent years, it’s still one of the most effective ways to reach your potential clients and customers.
But like all forms of marketing, email marketing isn’t a set-it-and-forget-it endeavor; it requires regular updates to keep your message relevant and up-to-date.
In order to create compelling email newsletters that people actually want to read, you have to be constantly paying attention to reader trends and preferences.
Don’t send boring newsletters
No one wants to read a boring newsletter. So how do you make sure yours are anything but?
First, you need to understand what your audience actually wants. What type of content will they find valuable?
Then, you need to make sure your newsletter is visually appealing and easy to read. You don't want people to immediately hit the delete button when they see it in their inbox.
Finally, consider using a tool like AWeber to automate and manage your newsletters so you can focus on creating great content.
They’ll take care of sending out each newsletter for you, so you never have to worry about forgetting or accidentally forgetting. Plus, this allows you to create templates that you can use over and over again with different headlines and images (which makes it easier to create compelling newsletters). With all these things combined, your email open rates should improve significantly!
Know your audience
Before you can write a newsletter that will improve your open rates, you need to know your audience. Who are they? What do they want? What kind of information are they looking for?
Once you have a good understanding of who your readers are, you can start creating content that will resonate with them. As an example, if you're writing a newsletter about entrepreneurship for parents in the suburbs, then it's important to include articles about parenting and the responsibilities of being an entrepreneur.
Aweber offers two great tools that make it easy to create compelling newsletters: Tailored Content and Automation Campaigns. With these features, you can create custom email campaigns that reach subscribers based on their interests and needs.
For example, someone interested in marketing automation might receive one set of emails while someone interested in productivity might receive another set. You can also automate some campaigns so they only happen when subscribers request them or when specific events happen (like birthdays).
If you don't want to use any automation but still want more control over what goes into your email campaigns, use tailored content instead. With this feature, you'll be able to choose from over 400 pre-written topics and subtopics, which means there is no end to the kinds of newsletters you can create!
Use an active voice
If you're looking to improve your newsletter open rates, there are a few things you can do to make your emails more compelling. First, try using a tool like AWeber to segment your list so you're only sending relevant information to people who have signed up for specific topics. Second, use an active voice in your writing and avoid sounding like a robot. Third, keep your emails short and sweet - no one wants to read a novel in their inbox. Fourth, include eye-catching images or videos. Lastly, don't forget the CTA! You want to give readers a reason to click on your links. One way to do this is by including a call-to-action at the end of your email. For example, offer a special promotion or invite them to subscribe to another blog post series. Whatever you decide, be sure it's something they'll find valuable enough to take action on immediately. And if you need help coming up with ideas, we've got some good suggestions below:
2 -- Give away a freebie (ebooks, white papers, etc.).
3 -- Invite subscribers to download a complimentary guide.
4 -- Offer exclusive access to an event or webinar.
Here are some other great ways to increase your newsletter open rates:
5 -- Send personalized subject lines to entice people into opening your messages. Try using someone's name, referencing something they talked about in a previous message, or thanking them for subscribing. The goal is to capture their attention and get them excited about what you have to say next.
6 -- Experiment with content timing. There is evidence that suggests early morning newsletters receive more clicks than those sent later in the day. Your recipients may vary, so experiment and see what works best for you.
7 -- Use social media to spread your content. As you probably know, most people skip past anything they see on social media feeds without reading it first.
However, when people see your posts show up in their feed or timeline, they are more likely to pay attention because they already trust you as a source of useful information. Plus, social media gives you an opportunity to share exciting new announcements with all of your followers at once.
But just as important as creating and sharing content is moderating comments from your followers on both Facebook and Twitter.
An email newsletter is a great way to keep in touch with your audience and provide them with valuable, interesting information. But if your newsletters are full of fluff, people will quickly lose interest. So how can you make sure your newsletters are compelling and worth reading? Make it clear what you want readers to do - whether it's subscribing, sharing or buying something.
If they know what they're supposed to do after reading the newsletter, they'll be more likely to take action. In addition, if you offer free content (e.g., an ebook) for those who subscribe to your list, many more people will sign up than if you just offer discounts on products and services. A well-designed template also increases reader engagement; ask yourself:
is this easy to read?
Is there enough white space on the page?
Are there good graphics and images throughout?
Does it load fast on mobile devices?
If not, think about using a different design approach. Designing responsive templates means you don't have to create two separate versions of your emails - one for desktop use and one for mobile use.
Your emails will automatically look beautiful on any device because responsive design automatically adjusts the layout according to device widths.
Get to the point – stay short and sweet
You know you should be sending newsletters to stay top-of-mind with your audience and build relationships, but you're not quite sure how to get people to actually open and read them. You're in luck! Keep reading for some tips on creating email newsletters that people will actually want to read. Focus on the benefits of what they can receive from you, instead of what they can't get anywhere else:
Let's say I'm a dog walking company. I'll start by describing all the awesome things my customers can do when they use my service - take their dogs to more places than just their neighborhood park, have someone who cares about their dogs as much as they do, spoil their pups with new toys and treats every week. Then I'll remind readers about upcoming events like National Dog Day (which is coming up soon!), or invite them to try out a one-time deal on our services.
Keep your content easy on the eyes by using a clean layout
Your email newsletter layout should be clean and easy to read, with a clear hierarchy of information. Breaking up your text into smaller paragraphs, and using headlines and images, can help make your content more digestible. In addition, pay attention to the overall design of your newsletter - choose a color scheme and font that is easy on the eyes and won't turn people off from reading your content.
When it comes to font size, remember that there's no one-size-fits-all solution for every reader: what may be too small for one person may be just right for another. When in doubt, use 18 pt as your default size. Lastly, use bullet points to break up lists and add visual interest. Don't be afraid to have some fun! Send an unexpected subject line or an eye-catching image to see if you can increase your open rates.
Just don't spam people by sending them irrelevant or uninteresting content--this will only serve to reduce open rates. To keep subscribers engaged and coming back for more, always think about what they would want to read about next. For example, use a roundup format where you create categories that include articles of interest around a particular topic.
Make sure these articles are interesting and relevant to your readership so they'll actually want to come back again!