Do you think it’s difficult to create great content for your newsletters? Struggling to stand out, attract your ideal customer, or create a buzz around your brand? If you feel you’re spending too much time on creating email marketing campaigns but see little to no result, read on…

Guess what?  Unless you already have a super engaged audience of followers who expect to receive it at a certain day and time, and you don’t see many unsubscribes, you don’t have to put out a weekly (or daily!) newsletter.

According to the experts, you should send a newsletter at most twice a week and at least once a month, but only if you crank out good content!

Instead of sending emails to everyone in your database every Monday morning just because your marketing strategy says so, focus on the quality of your content instead.

With these easy techniques, you’ll instantly write better newsletters.

1. Focus on your audience

Before you hit send on your next email campaign, take a step back and ask yourself, “Do I really know my audience?” Understanding your target demographic is the first step in creating content that resonates. Conduct surveys, analyse data, and engage with your audience on social media. That’s how you get to know them.

The more you know about your ideal clients, the better you can tailor your messages to their needs. Personalise it where you can, and that goes beyond just addressing your recipient by their name. It’s about delivering content that speaks directly to their interests, behaviours, and preferences.

2. Pay attention to your subject lines

The headline is the most important piece of copy for your newsletter. You have exactly one second to catch a reader’s attention and no more than three seconds to hold it.

Your subject line needs to be enticing enough to make people want to open and read what’s inside. Keep it short, sweet, and relevant to the content of your email. A touch of curiosity or humour can also work, but always ensure it aligns with your brand personality.

Remember, the goal is to capture attention and encourage a click-through!

3. Highlight the value

Your emails shouldn’t just be sales pitches; they should provide real value to your audience. Whether it’s helpful tips, industry insights, or exclusive offers, make sure your content is something your subscribers will look forward to.

When your emails consistently add value, your audience is more likely to engage and, ultimately, convert. Keep it short and to the point. You can always link through to your website or blog for people who want to read more.

Avoid jargon and waffle, and, if you really want to win the trust of your customers, carefully proofread what you write.

4. Build a relationship, not just a list

Building a loyal subscriber base is about more than just growing your email list. Foster a genuine relationship with your audience by engaging with them beyond the inbox.

Make good use of social media, encourage feedback, and respond to comments and reviews. When your audience feels heard and valued, they’re more likely to stay subscribed and become advocates for your brand.

5. Make it look good

If the design of your email is poor, that delete button will be pushed in an instant. Again, you have just one second to catch the recipient’s attention and three seconds to hold it.

It’s far more likely to grab someone’s attention with a banger of a headline and a nice image or graphic rather than a big block of text or an instant sales pitch.

Your email marketing platform of choice (we use MailerLite and Klayvio for our clients) will have some cool templates to choose from. Select one that fits your brand and customise it to match your style.

6. Provide a clear call to action

At the core of every successful email lies a clear call to action (CTA). It leads to the primary purpose of your email. Whether it’s to make a purchase, sign up for a webinar, or download a resource, the CTA focuses on the specific action you want the recipient to take.

You can then analyse click-through rates, conversion rates, and other metrics to gain insights into the effectiveness of your messaging and for your next campaign, you can make improvements driven by that data.

7. Use an experienced copywriter

Hiring a professional copywriter for your eDMs ensures your newsletters are fresh, relevant and never boring!  They understand the nuances of audience relevancy, online communication, social media trends and other factors that impact the effectiveness of your content. Consider that extra power of words an investment that can elevate your newsletters from good to extraordinary.

Talk to me if that’s what you need!

Some extra tips:

To make your newsletter even more engaging, you could also:

• Add interactive content such as a quiz, a poll, or a clickable image.
• Take your subscribers behind the scenes of your business or product development.
• Throw in a surprise or freebie for your subscribers, such as a downloadable resource.
• Incorporate countdowns or offer an exclusive preview to spark curiosity.
• Flash it up with great images. Free stock photos (and video) can be found on Unsplash, Pexels and Pixabay.

If you see the value in hiring a seasoned wordsmith for your newsletter campaigns, get in touch. We’re masters in creating persuasive content that people actually want to read. It will bring the results you want for your business.

~ by Martine Pierhagen, founder of Sweet Orange SEO Copywriting

~ Again, with thanks to amazing creators from around the world that generously upload their work for free sharing on  unsplash.com