When you open the internet and look for what you need, it gives you a lot of options and a lot of related articles to read. However, for your business website, the challenge is to make sure that what is written and posted, attracts the attention of your clients.
Same goes to creating an email newsletter. How would you make sure that your newsletter is the one that people and potential customers read?
Here’s some of the many important things to consider.
- Evaluate whether or not you need an email newsletter.
This one is very important. You don’t just make an email newsletter just to have one. You shouldn’t assume that because it works for others it could work for yours too. You have to take the time in researching all the pros and cons, or if it works in your industry, or if your products should be in a newsletter, and if your resources including your budget, time, and internal support are enough and are worth the risk. If your answer is "no", you might as well think of something more appropriate. But if your answer says "yes", continue reading.
- Figure out what kind of newsletter you want to send.
A scattered email newsletter is usually one of the serious yet unnoticed problems in creating a newsletter. And by scattered I mean the ideas, the focus, and the content of the letter shifts from one aspect of your business to another. You should keep in mind that the ideas should always have a common thread that holds everything together. So to avoid making a mess out of your email newsletter, you should keep it pinned to a particular topic.
- Balance your newsletter content to be 90% educational and 10% promotional.
We understand that your goal in making an email newsletter boils down to gaining customers, keeping them in the loop, increase sales, and more, but focusing your whole newsletter in urging them to buy your products or services isn’t the best way to do it. Customers tend to lose interest when all they can ready says, “buy, buy, buy, buy…” You should also understand that you have to be more concerned on how to keep your audience inclined. Provide them with the latest trend, how your product could help them, what’s the best fit for them, or which style would look good on them and the likes. Focusing on the educational approach more than the promotional one would gain you a lot more audience.
- Pick one primary call-to-action.
Call-to-action is one way to know whether your email newsletter is appealing to your audience and also to measure the number of engagement you get from people. That is why you have to make sure that it isn’t hard for your audience to respond, in simple words, don’t make your call-to-action complicated that they’d rather choose to unsubscribe.
- Make it easy for people to unsubscribe.
You might think that an easy way out would mean easier way to lose audience. This could be true, but it could also mean maintaining an active, engaged subscriber list. You should show people that subscribing doesn't cage them – give them the chance to unsubscribe when they want to.