Email Marketing ~ How to Craft the Perfect Email Newsletter.

Thanks to the wonders of email, it is now easier than ever to keep in touch with your customers. Prior to the rise of the World Wide Web, the only way a business could keep in touch with existing customers was to have a newsletter printed.

This was time-consuming and expensive, even if your local print shop did you a good deal. And then you had the problem of sending out all your beautiful newsletters. Postage is expensive too!

Luckily, things have evolved and today, it is as easy as hitting ‘send’. But before you reach that point, you need something to send out to your subscribers.

Here is a quick guide to crafting the perfect newsletter. The good news is that it is really easy to create a newsletter that people want to read!

What is Your Goal?

Sit down and think carefully about what you want to achieve with your newsletter. Is your goal to let customers know about new products and services? Or do you want to direct them to your website? It could be either of these things, but the most important end-goal for any small businesses is to create an email newsletter that is also a marketing tool.

Email is a useful marketing strategy, but to leverage its enormous power, you need to craft the right marketing materials. A poorly designed newsletter isn’t going to hit the mark. Instead, it won’t get read and the recipient may even elect to unsubscribe from your emails. That’s the last thing you want!

Decide what your goal is and work towards that goal. If your aim is to direct people to your website, include prominent CTAs in the form of a great reason why they should click on the link – e.g. to use a discount code or check out a new product. If you are promoting a new service, give the customer more information and explain to them why this new service could save them time and money.

Don’t make your overall message ambiguous in any way. Be very clear on what the newsletter is all about. Provide a summary at the top of the email and then go into more detail afterwards. Finish with a call to action in the form of a button. Research shows that CTA buttons are more effective than a textual link.

Subject Lines

The subject line is the first thing an email recipient sees. If this doesn’t spark their interest, it’s game over for you. Research has found that 35% of subjects will open an email based purely on the subject line. A further 69% will flag an email as spam based on the subject line. This tells us just how important the subject line is, so ignore these stats at your peril.

Firstly, avoid being boring. Giving your email newsletter the title ‘newsletter’ is boring. Nobody will bother reading an email with that subject line. Instead, try and instil a sense of urgency by including time-sensitive words such as ‘last chance’ or ‘important’. If an email newsletter is perceived to be ‘URGENT’ it is way more likely to be opened.

It can also be helpful to personalise your email by including the subject’s name in the subject line. For example, ‘subject: Special Discount for Henry – Last Chance to Get a Great Deal!’

Be Relevant

Relevancy is important. Chances are good that if a person has subscribed to your mailing list, they want to hear about your products and services. So, if your business is selling bathrooms and related products, it wouldn’t be sensible to start talking about unrelated news or deviating too far off the subject of bathrooms.

It doesn’t take much for a recipient to send an email to the junk folder, so try to avoid being too irrelevant or including content that could be classed as contentious in any way.

Make Your Content Interesting

Blocks of text are not exactly interesting. Readers need a reason to keep on reading and being presented with black and white text is not a good reason. Use images and colour to enliven your newsletter content.

Break up text into small sections and keep your content visually appealing. Did you know that 40% of people respond better to visual content? That’s because our brains can process images much faster.

Look at magazines for ideas on how to present information. Magazines use different layouts with text and images in blocks. Adopt the same approach for your newsletters. Try and keep your newsletters brief.

If it takes more than one minute to read your newsletter, trim the fat. Avoid using high-resolution images, as these take too long to download and are a major reason why people don’t open newsletters on mobile devices.

Always monitor engagement of your marketing email newsletters, and if in doubt about the content, try doing some A/B testing to see what works best for your subscribers.


Signing off

That’s what I have today to help your email marketing strategies achieve more results. If you like this post, please share on social media.

Drop a comment below let me know what you think.

15 thoughts on “Email Marketing ~ How to Craft the Perfect Email Newsletter.”

  1. Hey Enstine

    We have to keep some solid goals in our mind, such as how can we write such content that appeal the viewers. We have to focus on the title, because if the title is crappy then no one even bother to click on the mail.
    As email marketing is one of the instructive marketing tactic in order to drive more traffic, A good email can double even triple our traffic and sales, So we should create a pleasing email newsletter that persuade viewers to take some actions.
    According to me, Picking an email templates can be also effective because looks and design does matters a lot.
    I like this article a lot, there are so much good tips which are really effective such as the visual content. Thank for sharing this amazing post.


  2. I agreed “Email marketing is most advisable” and this shared post is really nice to know about Email Marketing.

  3. Keeping goals in mind before sending emails Enstine helps you stay on point. Some chase profits. Send out crappy or thin emails. Like most bloggers do. Those focused on set objectives email value, quality and some rocking newsletters. Super tips bro.

  4. Hi Enstine,
    I have to work on my emails going forward. Having better titles I know will surely help. I’ve gone from having images to having none. I have seen more bloggers do that and thought I would test that strategy out. I have to go back now and look at the results to compare.
    I’m still with Mailchimp. What are you using today for your email provider Enstine?

    Thanks for the tips!
    PS: You went back to CommenntLuv?

    • Hi Lisa,
      Yes the only way to better results is testing things out. Once you identify what works best, stick to it and ameliorate.
      I noticed in your last newsletter it was pure text. That made sense to me as I could easily identify links 😉

      There were some theme and plugins updates that broke Thrive comments. So I took that down for a moment, while I sort out the issue with the plugin developer. At the same time, I’m hoping Deborah comes up with the CommentLuv new dev team before this year ends.

      Since reactivating, those link mongers are gradually returning. No noticeable improvement in traffic though but I hate that I have to be getting some nonsense comments often.

      How is the new week going?

  5. I agreed “Email marketing is most advisable” and this shared post is really nice to know about Email Marketing.

  6. Absolutely agree with you Enstine, especially about the subject line.

    I was recently struggling with getting people to open and read my emails, my open % rate was very low, not even mention click rate.

    I’ve recently started to focus more on creating attractive subject lines and introductions with every new campaign I send out my results have definitely skyrocketed. I have a higher open rate and a higher click rate as well.

    So, I definitely endorse this article!

    Thanks for sharing Enstine!

  7. Email marketing is the key. I have used MailChimp and Mailerlite. They both work fine – but i prefer Mailerlite for some reasons.

    I offered a free guide and was able to get 13,000 Active subscribers in 9 months. Since the niche i was working is a yearly thing, following up the New subscribers after 2/3 months becomes harder in someway

    Would welcome any expert advice regarding this.

    Thanks so much for sharing, sir Enstine.

  8. Hello! Enstine

    Email marketing is most advisable and effective ways of marketing.
    The first thing that should focus on the landing page which is actionable.
    I’m not an email marketer but when I’ll start to keep your words.
    Please have to look my blog and any advice from you.

  9. It is right ,email is an important marketing strategy. All your points are helpful.
    Good to think about what we do ourselves with emails we get. I only open if the
    subject gets my attention and read if it is interesting content. Important also
    that it is easy and fast to read. Many people are not ready to spent too much time.
    Good to consider all you are writing in this guide.
    Thank you

  10. These are some interesting strategies, good read! Even a large percentage of B2B and B2C readers value content that goes beyond promotions, propositions, and product information. Hence, we need to keep the newsletter content more of information-centric or problem-solving. Looking forward to more of such strategies.

  11. Keeping goals in mind before sending emails Enstine helps you stay on point. Some chase profits. Send out crappy or thin emails. Like most bloggers do. Those focused on set objectives email value, quality and some rocking newsletters. Super tips bro.

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