How to Write a High-Performing Email Newsletter
Creating a high-performing email newsletter requires thinking carefully about the structure and content of each message. The hallmarks of well-crafted newsletters are that they:
- Deliver value
- Engage newsletter subscribers
- Build trust with your company
- Keep your brand name top of mind
- Reinforce your brand’s unique selling proposition
- Present your products and services
- Drive website traffic
- Contribute to the overall success of your marketing strategy
Let’s break down the key components of how a high-performing email marketing newsletter is crafted and explore the most effective strategies for writing compelling copy that produces results.
10 Steps to Writing a High-Performing Email Newsletter:
1. Use a Strategic Subject Line:
Since the subject line is the first thing subscribers see, it’s your first and best chance to drive higher open rates.
Your subject line should be compelling, concise, and intriguing. Invoke feelings of curiosity or create a sense of urgency for the reader that drives them to want to open your email to know more.
Use the rule of 2s to assess how your newsletter creates a strong first impression with your audience:
- 2 seconds to see who the email is from
- 2 seconds to see what it is about
- 2 seconds to decide whether or not to open it and read more
2. Don’t Forget to Optimize the Preheader and Sender Address:
What is the preheader in an email newsletter?
The preheader is the line of text following your subject line. It is seen in the user’s email inbox as a way for them to preview what the message is about and decide if they want to open or delete the email. It’s also visible in the notification banner that will likely display on mobile devices for your subscribers when they get your email. A well-written preheader should relate to your subject line and further drive interest in the email’s contents.
How can the sender address be optimized?
Ensure that the sender address on your email newsletter is representative of your brand and uses your website domain name and not email address from aol, yahoo, gmail, hotmail and such. This is especially important as major email inbox providers such as Google and Yahoo! are enacting stricter standards for sender authentication.
See this guide to learn more about what you should do now for the upcoming policy changes or save yourself time and contact us for expert support.
3. The First Screen of the Email Should be Attention-Grabbing:
Once your subscribers open your email, they will see the header of your email template, your newsletter’s headline, and the top image or text in your message. These three components should work together to hold the reader’s attention.
Template Header: Keep the header design compact, simple, and branded. Include your contact information, logo, and only essential details here. Remember to link your logo image to your homepage as your audience will expect to be able to click through to your website.
Headline: Write a clear, compelling headline that succinctly conveys the newsletter’s main message. It should give subscribers a reason to continue reading.
Top Image: Use a picture that visually represents the purpose of your newsletter. Feature product pictures, examples of your customers being served, or an image that illustrates the key points of your email.
4. Build a Well-Designed Layout:
Your subscribers will abandon reading your email or worse – unsubscribe from your email list – if they don’t enjoy looking at your newsletter.
A visually appealing newsletter template built with a scannable, clean layout is critical for a good user experience. Using white space or a little empty space throughout your design is essential, as are vivid images, brand colors, and a linear flow that acts as a guide for your readers.
Expect that many of your subscribers will be interacting with your email on their mobile devices. Your email newsletter template should use a responsive design so that it easily adapts to different devices. Be sure to test how each newsletter looks on mobile as well as on desktop computers.
5. Make Your Content Engaging and Relevant:
Once you have your audience’s attention, you’ll have to consistently deliver valuable, informative content if you want to keep it long term and build customer relationships with your subscribers.
Best Practices for Writing an Email Newsletter Your Audience Wants to Read:
- Focus on Benefits for Your Audience – Tailoring your newsletter content for your target audience will ensure it resonates well and is meaningful for them. Know your target customer’s preferences and pain points. Why do they need your solution? What challenge will your brand help solve? Write your email so that each newsletter addresses what benefits your readers receive from your brand.
- Segmentation – If your business serves different types of customers, such as residential and commercial clients, then segment your email list into multiple groups. Each group should have its own newsletter with content written to match their interests and needs.
- Communicate Your Brand Values – Build trust with your audience by consistently reinforcing your brand’s unique selling points. Make it clear what your brand stands for and how those values serve your customers’ needs.
- Keep it Short – Your subscribers are busy, too. They are more likely to judge shorter content that is impactful and concise as higher value than they will longer content that has more details.
- Keep it Skimmable – Most of your audience will quickly skim through your newsletter. Lean into this behavior to further build feelings of trust and a positive perception of your brand. Break up text into multiple short paragraphs and use bold or italicized text, subheadings, and bullet points throughout your email.
- Mix Up Your Content – It (almost) goes without saying that your email newsletter should incorporate eye-catching images. Varying the types of content you include in each newsletter will also ensure readers stay engaged.
- Add a promo offer or discount coupon
- Write short summary and link to a case study to showcase your credibility
- Include video content
- Show before and after pictures or a behind-the-scenes view on a project
- Tell a short customer success story or include a recent testimonials
- Add a list of tips or link to a guide on your website where your audience can go deeper into the subject
6. Adapt Your Email Marketing Newsletter for Local Customers:
Looking to grow your customer base through better email marketing campaigns to your local customers? Be sure your email template also incorporates these assets:
- Your business location’s city and state
- Your service or delivery area
- Images representing your local area
- At least one text section per newsletter featuring interesting content about your local market
7. The Call-to-Action (CTA) Should be Obvious:
Guide your subscribers to the next step with a clear call-to-action, such as to make a purchase, book an appointment, complete a lead form, or contact your team. Place the CTA in multiple sections of your email using bold text and buttons to make it stand out.
Be sure to give them a reason to take action now by creating a sense of urgency. Use tools such as a limited-time offer, scarcity of inventory, discounts, or exclusive access to motivate your audience to engage without delay.
8. Add Personalization:
Personalizing the subject line or adding a greeting to the body of your email is an excellent tactic to increase open and click through rates but be sure to thoroughly test it first!
9. Deliver Consistently:
A consistent newsletter schedule builds trust and keeps your brand front and center in the minds of your subscribers. Be careful not to send newsletters too frequently. Cluttering your subscribers’ inboxes can quickly lead to high unsubscribe rates.
If you’re not sure what delivery frequency is most effective for your audience, start with monthly newsletters and carefully test a mid-month or weekly newsletter to a smaller segment of your audience. Monitor open rates and unsubscribe rates to gauge your audience’s response.
10. Analyze, Test, and Improve:
Compare your open rates, click through rates, bounce rates, and unsubscribe rates over time and make note of the highest and lowest performing emails. Use subject line A/B testing to achieve higher open rates. Review your website analytics data to study what your audience did once they clicked through to your website and use that data to build improvements into your future newsletters.
When done well, email marketing delivers the highest ROI on average and fosters long term customer loyalty. Drive meaningful interactions with your brand, gain market share, and grow your business with high-performing email campaigns that get measurable results.
Schedule a call and get a professional review from our Constant Contact certified email marketing experts with insights on how to improve your newsletters.
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