3 steps to spruce up a boring email newsletter
Are you sick of putting together your email newsletters?
If so, your audience is probably sick of reading them (if they do at all). So it might be time to shake things up and give your email newsletters a makeover.
After all, we all deserve to be pampered once in a while. Your subscribers will probably thank you for it too…
There are three simple steps to freshening up your email newsletter.
1. Research – Give the people what they want.
There are several ways to find out what subscribers want from your newsletter.
Firstly, look at the click through rates for your existing newsletter. Is everyone clicking on your feature articles but not your special deals? If so, spend time writing more feature articles and don’t waste time creating deals no one is interested in.
Secondly, ask your audience what they want. Think about conducting a short web poll or online survey. If you are worried about getting enough responses, promote the survey by entering participants into a draw to win something.
2. Redesign – Form follows function.
Use the research you collect to ensure that everything you give to your audience is something they want. Then establish a hierarchy which prioritises the position of newsletter content with the most important appearing at the top. Here is a rough guide you might use:
- Call to action
- Feature/ articles that get the best click-through rates
- Extra content you think is of interest/ value
- Housekeeping such as update profile requests, links to social media etc
To create a great newsletter you don’t need to be a designer. You just need to follow some general design principals and use some trade tips and resources. Here are some great resources for non-designers:
- 6 things you can do to make your email look awesome
- 11 free online image editors
- The A to Z of Email Design (Whitepaper)
3. Test, refine, test, refine, test, refine … you get the idea.
Start introducing new things to your newsletter one at a time and see what has a positive effect on your results. For example, one week you might include some light hearted content and another week add more photos.
Tailoring your newsletter is a process of trial and error. Keep an eye on your stats and communicate with your audience. Don’t fall back into the trap of churning out the same thing over and over. Now that you have freshened up your newsletter, ensure you keep your audience engaged.
Do you have any good email newsletter tips? Feel free to share by commenting below.