Why the Newsletter Still Matters
Despite spam, email marketing remains one of the strongest sales channels online. According to the Nielsen Norman Group, 69% of users said they look forward to at least one newsletter, and many see it as part of their routine. Here is how to make yours worth waiting for.
1. Inform, Don't Just Advertise
Relevant, useful content is the foundation. Readers mostly want company news, information on their interests, important dates and events, and prices or offers. Good material includes blog posts, tips and guides, industry news, reviews, photos, contests, infographics, webinars and videos.
2. Drop the Sales Pitch
Think of your newsletter as a trusted friend the reader has let into their inbox. A friend who only tries to sell you something rarely gets invited back. When you do promote a product, do it the way a friend would.
3. Keep It Simple and Aim for the Click
Readers spend about 51 seconds on a newsletter. Break content into short blocks with bold headlines, images, bullet points and clear call-to-action buttons. Give enough to spark interest and let the click to your site, blog or page do the rest. The goal is a relationship, not an instant sale.
4. Be Reliable and Consistent
If you promise a weekly email, send it every week. Tell subscribers on the sign-up form how often you will write, and stick to it.
5. Open Strong
An uninspiring subject line means the email never gets read. Make it interesting and curious, use your company name in the From field, avoid generic titles like "June Newsletter" and use the preview text as a second chance.
6. Listen to Your Readers
Sending from an address nobody monitors tells readers you are not listening. Accept replies: they build trust and give you valuable feedback on your products, services and the newsletter itself.
7. Make Opting Out Easy
Unsubscribes happen and are not personal. If leaving is hard, people press the spam button instead, which hurts all your campaigns. Make the unsubscribe link easy to find.
Conclusion
A personal, attractive and useful newsletter takes work, but it builds a relationship no other channel can match. Etherlogic can help you plan, design and send it.
