Put yourself in your customer’s shoes. Would you like to receive a long boring newsletter with no images or colors that draw your attention? Most likely not, you will hit the delete button without hesitation. Not taking the time to create effective newsletters, can affect your brand and lose the opportunity to grow your customer base.
Here is the recipe for success in email marketing:
What makes a great dish like in any other recipe is the quality of the ingredients that were used to prepare it. These are the ingredients you must keep in mind when creating your newsletter: Character, Personal, Interest, Urgency, Clarity, and Consistency.
Character: or what we call personality is what sets you or your company apart from all the many other newsletters your customer receives. How do you add value? There are many ways to do this. You can create a contest, tell a story about your business, or even include information your customers have shared with you.
Personal: there is nothing more misleading than receiving information from people or companies unknown to us. That is why it is important to customize your newsletter with your customer's name. When you add their name, subscribers will be more responsive to your emails because it establishes a connection between you and your customer.
Interest: Stop and think what makes you want to read an article? Those reasons are similar to the ones of your readers. You have to incite readers to open your email. The best way to do this is by creating an inviting subject line. I will suggest to write subject lines like this "Helpful tips to consider when creating your newsletter".
Urgency: You need to give your readers a reason to take action. You can do this by having special promotions, a contest, or give an extra bonus to first few responders.
Clarity: There is nothing more upsetting for a reader than not understanding the information they have on hand. Be clear on your instructions whether you want your customer to call to receive a quote or email you for support.
Consistency: the most important of these rules. You have to make sure your subject line is consistent with the body of the email. Remember your readers are opening the newsletter because of information on the subject line.