You have sent the newsletter a few times. So why do you feel it doesn’t work? Is readability low and click rates even lower? You can send a newsletter, but more than regularly, rather randomly, when you remember. This is perhaps the most common mistake most smaller but often larger companies make. A newsletter does not mean writing a few sentences and inserting them in three paragraphs. No one will be interested in such a newsletter. It’s time to finally change that and realize the potential of the newsletter. Learn how to make newsletters that your subscribers will look forward to and that they will actually read.
Let’s look at tactics on what to do and what not to do. Salesforce found that as many as 73% of marketers say email marketing is the foundation of their business.
1. Contacts database
The first important step in email marketing is to build a contact database. At the same time, it is important to choose a tool that will help you create a newsletter. I personally use mailchimp . Mailchimp is simple and easy to work with. It is very flexible and offers plenty of editing options, whether images, text or the overall general settings of the newsletter.
2. Register and create an account
The next step is to register and create an account. After logging in, it is time to import the contact database. First of all, create a “List” , ie a list of contacts.
Then it’s time to import existing or new contacts.
You can import contacts in three ways.
Choose which method suits you best. I most often import contacts from Excel. Building a contact database is a long-term affair that takes years. Offer visitors to your website the opportunity to send a newsletter. They decide for themselves whether or not to provide you with their e-mail. Definitely avoid buying contacts or forcibly obtaining them. Pop-ups, for example, can help you. However, you must know how to use it correctly. You can find out how to pop-ups from our article – Pop-ups. You probably don’t like them, but they really work!
4. Create a new campaign
Let’s create the first campaign – campaign.
5. Newsletter design
It’s the turn of the šablóny . Mailchimp offers you a number of different šablón from fiction to the world. I recommend choosing with a password less is more. Prepare a visual experience for customers. This is the only way to get their attention. Man is a creature that responds to visual sensations. Prepare nice pictures + appropriate text and you have won. You can edit any image you want to add to the newsletter. Enlarge, reduce, crop, frame… Remember that the photos you use should be of higher quality.
We will stay on the visual side. As much as you like the variety of fonts and colors, be careful. A nice image is one thing, but a rainbow combination of colors and fonts will be daunting. In this case, the already mentioned applies, less is more. When creating a newsletter, keep in mind that the newsletter should have a minimalist design and should be clear. Keep similar design, template style and colors.
6. Content page
Let’s go to the content page. forget styles and essay texts. No one will read you. Use direct and appropriate sentences. Also pay attention to grammatical errors. They won’t add you any more. Don’t forget to link to the website in the text. But don’t line up too much. Many lines will look clean. Therefore, pay attention to one primary link and to the information you want to share in the newsletter.
Keep the newsletter consistent. Create your own style that your subscribers will always connect you with. Place call-to-action elements at the end of the newsletter.
Always don’t forget to check what the newsletter looks like on your mobile. More than 56% of Internet users view content on mobile. That’s why good mobile viewing is extremely important. Mailchimp has a “preview mode” where you can see exactly what the newsletter will look like on your mobile.
7. Sending a newsletter
The last task before the big submission will be to send a test email. Finally, once you have the newsletter checked, it’s time to send it and click your high 5!
Creating an interesting newsletter that doesn’t end up in the bin right away is a bit of a science. These tips will help you avoid making unnecessary conversions. In addition to these points, it is important that you send the newsletter really regularly. Customers will get used to it and you will be “more in sight”. Don’t be afraid to be a little creative and try for example smileys in the newsletter subject.
Don’t be afraid to do things differently. It is also better to send a newsletter from a specific name. This is how people personalize you. The person appears under the name. It’s all in the head. Therefore, avoid names such as email@example.com . Do not send the newsletter over the weekend. This is a very common mistake. Everyone is flooded with a lot of e-mails at work on Monday. Your newsletter is easily lost among them. More suitable days are Wednesday or Thursday. And last but not least, don’t forget to address them. At the beginning, insert a special shortcode, thanks to which every single subscriber will receive a newsletter that will be personalized.
If you haven’t attached importance to the newsletter yet, try to start communicating with customers this way as well. For me, a good example is the newsletter that is regularly sent by the Martinus.sk bookstore. Due to the emotional relationship with this brand, I buy books there 🙂
What is your experience with the newsletter? Share your experience with us in the comments below 🙂
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