A well-crafted newsletter can establish a connection with subscribers, foster loyalty, and drive conversions. Oftentimes businesses need to send out segregated communication to different audience groups or send special communication to a selected group. That’s when they need to befriend newsletters. Exceptional newsletters are those that provide value to subscribers by including relevant, engaging, and informative content. Two of the key factors behind the success of email marketing and newsletters are - audience segmentation for sharing targeted content and the scope for personalisation of content. Following are features of newsletters that you must include in your email marketing campaigns for effective results:
Compelling Subject Lines
Your subject line is the first thing that your audience will see when they receive your newsletter. It's essential to make it compelling and engaging to encourage them to open and read it. In fact, 33% of email recipients open an email based on the subject line alone. Furthermore, Personalised subject lines account for 26% more email opens. So, make sure to craft a subject line that is catchy, concise, and relevant to the content inside.
Valuable Content
Your newsletter should contain valuable or exclusive content that informs, educates, or entertains your audience. Make sure to include information that is relevant and useful to them besides being different from what you would post on your social media accounts for the public to consume. Providing valuable content will not only contribute to subscriber engagement but also drive a gain in new subscribers. In fact, 80% of people are more likely to continue reading an email that contains valuable information.
Engaging Visuals
Visuals play a crucial role in making your newsletter more engaging and interesting. They can help break up text and make your content more digestible. An appealing newsletter design must include images, videos, or infographics that are relevant to your content. According to a report by Biteable, emails with a visual component can increase click-through rates by up to 300%.
Clear Call-to-Action
Your newsletter should have a clear call-to-action (CTA) that encourages your audience to take action. It could be to visit your website, read a blog post, or download an e-book. Whatever your CTA is, make sure it's clear, concise, and relevant to your content. A strong CTA can help drive traffic to your website and increase conversions.
Mobile-Optimisation
With more than 61.9% of emails being opened on mobile devices, it's crucial to ensure that your newsletter is mobile-optimised. This means that your newsletter design should be responsive, and your content should be easy to read and navigate on smaller screens. Failure to optimise your newsletter for mobile devices could result in a high bounce rate and low engagement.
Additionally, follow newsletter best practices like A/B testing, hosting drip campaigns, and maintaining backlinks. Compiling the practices and essential elements in your newsletter can help you increase engagement, build a stronger relationship with your audience, and achieve your marketing objectives like directing traffic, lead generation, and more. Wish to boost your email marketing efficiency? Connect with us for more tips and techniques.