How to create an engaging email newsletter

February 24, 2020

Email newsletters are excellent (and cheap) tools that you can use in your business to keep your clients up-to-date and build up a subscriber base. There are numerous things you can do to create an effective and compelling email newsletter. Here are the most crucial tips you should consider:


1. Figure out what kind of newsletter you want to send

One of the biggest problems with email newsletters is that they’re often cluttered and unfocused. Have one common thread that ties the content together. Streamlined content will keep the reader on board, cluttered content with no real focus will drive them away.

2. Provide content worth reading

Your email newsletter subscribers already know about your business and the products and/ or services you offer, after all it’s the reason why they subscribed! So, unless you have a shiny new product or service, give your readers something worth reading which is educational and relevant (and focused on one topic!).


3. Set expectations on your subscribe page

Inform potential subscribers exactly what they are signing up to, let them know what information they will receive and the frequency of it. If the subscriber is aware of this information up-front then this will diminish your unsubscribe rates.


4. Create a catchy subject line

Even when you have subscribers, there is no guarantee that they will open your emails once they land in their inbox. The subject line needs to be intriguing enough for them to click-through. Try to have creative and engaging subject lines for each email newsletter, this provides an incentive for the user to click on your email newsletter straightaway.


5. Pick one primary call-to-action (CTA)

Multiple CTAs means that you need multiple pieces of content on your email newsletter. Remember we said to keep your content streamlined and focussed on one topic? Same goes with your CTA. You are likely to get a higher response with one prominent CTA.


6. Keep design and copy minimal

White space and concise copy are vital.When the reader clicks on to your email newsletter they need to get the gist of the information you’re giving them pretty quick, otherwise they will move on to the next email in their inbox. Think of the email newsletter as an invitation to direct them email to your website or blog.

White space prevents the email newsletter from looking cluttered, plus it is easier for the reader to see the CTA.


7. Make it easy for people to unsubscribe

This seems counter-intuitive but the benefits are mutual. The user stops getting emails that are not relevant to them (and clog up their inbox) and it keeps your subscriber list up-to-date. Plus, you will know that those who are subscribed to your newsletter are actually interested in hearing from you! 

Did you know 2xN can help you create email newsletters? If you have any questions for the 2xN team then please send us a message by clicking here.

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