Making the most out of email newsletters

Some people would argue that email newsletters have had their day; they still serve a purpose, but it’s all about real time, dynamic interaction with consumers, using social media to utilise this. Is the most popular reaction when a newsletter drops in an inbox to bin it? It’s not as simple as that. The ever blurring line between public and private on social media means that not all consumers want to use their social media platforms to engage with businesses and this is where email newsletters are still a really useful medium.

Create compelling content

Yes, people might bin your newsletter, but is that because they don’t like email newsletters or is it because your content is stale and boring? Give people a reason to keep opening your newsletters by providing them with something of value. Plan your content in advance to ensure that you’ll fill your newsletters with time relevant material, but leave room for spontaneous content too. All it takes is someone to open your newsletter once, read something they like and then they’ll open your next one too.

Refresh your design

Your newsletter might not be attractive enough and unfortunately the newsletter world is a very superficial place. There’re all sorts of psychology behind the way your newsletter is set out, the colours used and the types of visuals you’re using. It’s worth sitting back and looking at the design and really thinking about whether it’s keeping up with current trends. You might have designed the template a couple of years ago and not tinkered with it since. It’s important to keep striving to improve what you’re sending out.

Think about your subject line

You might be thinking that it’s all very well and good talking about the content and the design, but that’s important if they open it! You will always get people who will just bin the content that you’ve slaved over without deliberation, but for the people who are open to opening you need to make sure they have a reason to. Choose subject lines that are clear and concise and obviously directly relate to content you’ve written. It’s also fun to experiment with subject lines. Consumers are perceptive to humour and this can communicate a lot about a brand. Having a funny, zany subject line makes you stand out from the crowd and can grab someone’s attention while they trawl through an otherwise boring inbox.

Use dynamic content

Using visuals and videos are equally as important as the written copy in your newsletter. This is especially relevant when people are reading your email newsletters on their mobile phones, which people increasingly are. Reading a massive chunk of text when you’re on the move isn’t always appealing, but seeing a striking visual can make a lasting impression and cause someone to go back to your content later on, anchoring it.

Not everyone uses social media

Firstly, not everyone uses social media, but secondly not everyone uses it to engage with brands and businesses or wants them to encroach on their personal sphere. A lot of people use social media solely for chatting to their friends and people they actually know, therefore they aren’t looking for content, so won’t be receptive to it. Sending email newsletters can provide information that some people aren’t looking for anywhere else and you can link back to website or social media content from your newsletter.