Your email newsletter subscribers don’t want to hear about your products and services in every newsletter no matter the frequency they receive it. While they want to hear from you, there’s only so much self-promotion a company can do before their subscribers completely tune out or worse opt-out completely. Don’t be that annoying newsletter, focus on sending your subscribers educational, relevant, timely information and share products and services in small doses.
Balance: Balance your newsletter content to be 85% educational and 15% promotional. Balance is the key to a great newsletter, by balancing the design, content, and value aspects.
Creativity: This section will be limited by the imagination of the creator. You can also receive input from others in order to change the newsletter visually, in content, and the value.
CTA: Although a newsletter has multiple Calls to Action, there should be one primary call-to-action where you are trying to drive subscribers to. The other CTAs should be smaller in size and act as options for subscribers if they have a bit more time on their hands.
A Great Newsletter
In the end, a great newsletter encompasses all of the above steps. The design needs to visually attract attention from subscribers and makes them want to stay and engage. Remember to remind subscribers who your organization is through the branding and logos on the newsletter. The content should be personalized to the subscribers, utilize your CRM to do this effectively. For value, try and use the 15% to 85% ratio for educational and promotional. Don’t always sell and self-promote to subscribers 99% of the time, educate them and nurture them and guide them to where they recognize your company value. A newsletter is key in the repertoire of email marketing tools.