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Must-Have Content #1: E-Newsletters

Reading Time: 3 minutes
typewriter with paper displaying the word news

As a business owner, you’re constantly having to plan for all the amazing (and, admit it, all the mundane) things you’re going to do in your business. While you’re working hard at this, please don’t forget your content strategy. It’s crucial for the success of any marketing effort you put forth.

Do you know what else is critical for marketing success? Content for each stage of the customer journey. While beefing up your content strategy, you may notice holes where content should go to enrich and delight your customers as they venture towards conversion.

In this post, we’re going to kickstart a three-part series of must-have content types to include your content strategy. First up: email newsletters.

The Email Inbox Isn’t Dead

Today, many of us get our social fix by scrolling through Facebook or watching Instagram Stories. We have apps that deliver news from our preferred sources and coupons from our favorite grocery stores. And businesses rely on apps and tech tools such as Slack daily.

Does this mean email is dead? Not a chance. Right now in 2020, there are over 4 million email users. We send over 300 billion emails worldwide a day. The email inbox is still a way of life for many of us and those we serve. And email is often the first thing folks look at before they even get out of bed in the morning.

The Email Newsletter

The email newsletter is one of the content types we easily skip over. Instead, we fall for the almost instant gratification of engagement found on social media posts or blog posts. Yet, email is a proven powerhouse for content marketing success.

  • 78% of marketers have seen an increase in email engagement over the last 12 months
  • 59% of marketers say email is their biggest source of ROI
  • Every $1 spent on email marketing results in an average return of $42
  • You’re six times more likely to get a click-through from an email than you are from Twitter

Tips for Creating an Engaging & Informative Email Newsletter

Ready to start creating your email newsletter? All you need is an email account, a list of folks to send the email to and some writing time (oh, and a tech tool or two for automation purposes). Before you start writing, here are some tips to keep in mind.

1. Write a Great Subject Line

Ah, the infamous email subject line. It really is that important. Email recipients decide whether they want to open your email often based on the subject line alone. Here’s how to write a great one.

  • Keep it simple: Don’t overload the subject line. And remember, many of your readers will be using their mobile devices. Make sure it’s short enough to look great on both desktop and mobile.
  • Be original: Gone are the days of the boring subject line. Use your unique voice and personality to inspire your recipients to click. Don’t be afraid to use emojis as well. 😊
  • Avoid clickbait: While a bit of mystery is welcomed, don’t send clickbait to your audience. It’s a good way to make sure your email is sent directly to spam.

2. Brand It

Email newsletters come in all shapes, lengths, sizes and designs. As you create yours, be sure to use your branding so your recipients know, without a doubt, the email they’re reading is from you. For example, include your logo or create a header image using your brand colors. The options are endless!

3. Link Only to Your Content

Your e-newsletter has one job: To inspire recipients to want to learn more about you. Don’t put any other links in your email except to your own content. For example, add a link to your website or social media page.

4. Keep It Simple

Most recipients don’t have time to sit and read a newsletter that’s several scrolls long. Plus, you want to make sure they’re moving from their inbox to your other content elsewhere. That’s why it’s best to keep your e-newsletters informative, yet short. We like to stick to 350-400 words max. Of course, test to see what makes sense for your audience!

5. Test, Test, Test

Before you send your email newsletter to the masses, remember to test it. Emails will look different based on the device used to read them and the type of email provider your recipients use. If you’re able, run a test to see how it looks and reads and make any changes necessary.

Need Help With Your E-Newsletter? You’re In the Right Place.

Will you try adding an email newsletter to your 2021 content strategy? We hope so! If you’re ready to jump in or you’d like help with a struggling e-newsletter, we can help. Send us Word Nerds a message!

Erin Larson