Scan your inbox real quick. How many unopened newsletters are sitting there
waiting to be read? Ok, let’s be honest... waiting to be deleted.
We all know the deal. We sign up for newsletters for free downloads, discount codes, or some sort of other special access. Once we get what we want, our interest in the emails flooding our inboxes wanes.
As a consumer, all of this seems like no big deal; but as a business owner, it’s worrisome, to say the least.
When executed well, email newsletters engage leads and customers, help sell more products, and keep your business top-of-mind with your target audience.
When not executed well… you’re part of the heap of emails sitting around waiting to be deleted.
The Fix: Create a Newsletter (people actually want to read)
It’s important to start with the fundamentals here.
What is the purpose of a business newsletter? In short, it’s to inform a select audience about your most interesting content, announcements, and promotions. The goal is for your readers to know what is going on and to peak their interest enough to lead them to your website.
The newsletters people look forward to and want to read are a little more involved than simply putting together a last minute email.
After analyzing loads of newsletters, we found the following elements are essential to building the best and most sought-after emails:
- Decide if you really need a newsletter.
- Figure out what form your newsletter will take.
- Find a balance of content to include.
- Let your subscribers know what they’re getting into.
- Focus on subject lines.
- Select one call-to-action (CTA).
- Carefully choose design elements.
- Make unsubscribing easy.