7 tips for designing and sending an email newsletter

Creating a regular e-newsletter for those who sign up to your mailing list is an effective way to communicate with your audience, raise awareness and credibility. This regular email campaign can be used to communicate anything relevant you want to share – from special offers, through content to news announcements. The idea is that you keep them regular and easy to read. Here are a few things to keep in mind:

1. Keep it simple

Use a a compelling subject line to generate interest, followed by a simple structure with your logo, visible links and calls to action. Don’t try to fit in too much in one email – if you have lots of content that you want to share, consider sending a few separate emails. Try to separate different sections and use clear sub-headlines so the reader can easily navigate through the email.

2. Make it relevant

Make the content of the email relevant to the recipient. Ask yourself why should they read your email and what are they going to gain. The volume of newsletters received is high, so you want to make your email to be the one that actually matters to the recipient. If you mailing list allows, try to segment your audience to ensure the right people are being reached with the right message.

3. Include visuals

Use visuals and fonts that are in line with your company’s website look and feel so the reader can immediately relate to your brand. Add links to visuals so when clicked on, they redirect to the website or landing page with your call to action. Be mindful of copyright and only use visuals that you have purchased or are your own. Marketing is not just about pretty pictures, but they certainly help! People are likely to re-share emails that are interesting or unique so making them look good will increase chances to be read and shared.

4. Turn it into a regular communication

Make your newsletter a regular campaign – no matter how often. If you have enough content for weekly newsletters that’s great, but a monthly or quarterly campaigns work just as well. After a while it will become something your recipients will get used to and even expect on regular basis.

5. Make it easy to share

Allow for your e-newsletter to be easily shared on social media and with others. Add social media icons where relevant and include a sharing button inviting others to subscribe to the newsletter.

6. Keep it personal

Even tough we all know that newsletters are sent out as a mass email, it’s always nice to have the option to respond to the email and have an actual person emailing back, instead of an automated message. Include a `respond to` email and and check the mailbox regularly.

7. Track what works

Keep an eye on how your newsletters are doing – how many or your readers are actually taking action and how many are unsubscribing. It’s great to have a realistic idea of what’s going on as it will help you determine whether this is a good use of your time and money and will help with making things even better.

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