Writing a successful newsletter isn’t particularly difficult… but it does require taking your time and not rushing the process. You also need to follow some important guidelines and create original content (rather than just copying a blog post).
Moreover, if you want to take advantage of the full power of newsletter marketing, it’s not enough to send messages with well-written text; you also need to offer perfectly designed emails that will capture your customers’ attention and strengthen your brand image.
In this article, discover 10 tips for creating newsletters with real added value.
- 1 – Work on your inspiration
- 2 – Define your brand tone
- 3 – Start by writin costa rica phone number library g the subject of your newsletter
- 4 – Take care with your text
- 5 – Simplify!
- 6 – Group the most important information “above the fold”
- 7 – Personalize your content
- 8 – Find the right words for your buttons and links
- 9 – Ensure an optimized display
- 10 – Go on a fault hunt
- Conclusion
1 – Work on your inspiration
Before you start writing, take the time to get inspired.
Look at what your competitors are doing
To do this, you can first look at the why digital marketing is essential for your marketing toolbox newsletters sent by your competitors or by players in your sector.
And to save time, here are two practical tips:
- Use a site like ReallyGoodEmails to find emails sent by US sites in just a few clicks.
- Sign up for inspiring newsletters in advance and have them automatically stored in a folder you can access when you need inspiration.
A look at the ReallyGoodEmails website
This method should give you a good idea of what topics are trending as you write your email. It can also inspire how you write your email.
Put yourself in your customers’ shoes
Following trends in your industry is good.
But that’s not enough.
You also need to stay in tune with your subscribers.
For this, we recommend two text services methods.
The first is simple. Use Pinterest to identify major visual trends related to your newsletter topic or your industry in general.
For example, if I’m preparing a newsletter dedicated to spring dresses, I can simply search for this year’s spring trends. You can also use Pinterest’s suggested search filters to get an idea of the themes users associate with your topic.
You can use the AnswerThePublic website to enrich your overview. This tool allows you to identify, based on a keyword, the questions that Internet users ask Google about a topic, as well as related searches. Continuing with the same example, AnswerThePublic allows me to identify that spring dresses are associated with weddings, colors, or styles (bohemian, for example). These are all themes that I can address in my email.
2 – Define your brand tone
Now that you’ve found some inspiration, it’s time to figure out how you’re going to communicate your message to your followers.
There are a variety of possible tones and types of communication: informative, emotional, entertaining, humorous… the list is endless. Choose the tone and level of language that best suits your target audience.
To do this, we advise you to define a branding for your brand and apply it to all your communications using a clear editorial line.
Also, be mindful of your level of familiarity: in some cases, it’s better to address your recipients informally; in others, it would be a serious mistake. This will often depend on your industry.
If you’re still unsure about which tone to adopt, you can also take advantage of Brevo’s A/B testing features to compare different variations and see what works best.
The importance of consistency
Let’s start with a reminder.
Customers expect a brand to be consistent, from its website to its in-store presence to its emails. It’s therefore important to define a brand voice upfront that can be reused across all communication channels.