11 Steps to make proper Newsletters

Nikolai Schiskin

Barcelona, España.

15/08/2018

A Newsletter is one that is sent with certain periodicity (biweekly, monthly or quarterly) and that allows you to be in contact with the members of your Database. Its main objective is to keep your clients and prospects updated on news about the company and the sector. One of its most important benefits is that it allows you to be present in the mind of the target audience. These eleven steps will help you create an effective newsletter:

1. Have an Email Marketing platform

If you want your strategy to have the expected results, it is essential that you make your emails using a specialized tool that has all the necessary functionalities so that your campaigns reach maximum effectiveness. Some of the features that can not be missing in your Email Marketing tool are: Segmentation of Lists, Custom Fields, Test A / B Campaigns, creation of Forms, Reports in real time, among many others.

2. Segment your emails

One of the secrets of success in Email Marketing is the customization. Being aware of the characteristics, needs and interests of your contacts, as well as the reasons why they signed up, will allow you to make your Newsletter more effective since you will be able to send them relevant information.

3. Select the most appropriate format

HTML and Plain Text. There is no one type of Email Campaign that is more effective than another. Both have their pros and cons. For example, HTML is much more visually attractive but has a greater risk of falling into SPAM if you do not respect certain requirements when coding.

On the other hand, the Flat Text is lighter in weight and less likely to fall into SPAM but may be less striking. Choose the format you choose, there are certain aspects that you must take into account when creating your Newsletter. This should be:

. Visually attractive

. Friendly to navigate.

. Easy to read.

4. Define your approach

If you want to attract the attention of your contacts, you should avoid covering several topics at once. Ideally, you should address one or two main ones since users do not spend too much time reading the emails but they scan them. So you have to be brief in the content that you include and place links to expand the information.

5. Customize your Newsletter

As mentioned before, personalization is key to achieve the maximum effectiveness of your Email Marketing Campaigns, as it helps to humanize the brand and reach the person in a closer way.

6. Divide your Newsletter into sections

To facilitate reading and ensure that the subscribers reach the end of your content, the best option is to determine a structure and keep it in all your Emails. To do this, you must first define which sections can not be missing and what content you will include in the header, body and footer of the Email.

7. Define the Subject

The Subject of your Newsletter will be the first thing that your contacts see, therefore, it is a transcendental element since it can make people know the content of your Campaign or that it ends up in the trash. There are some tips that will help you create a Subject that generates openings:

. Be original, creative, interesting.

. It generates expectation.

. It gives a sense of urgency.

. Avoid words that can be considered SPAM (free, 100% satisfied, etc.).

. Use symbols but do not abuse them.

8. Determine what to include in the footer of the Email

Something that can not be missing at the end of your Newsletter are the icons of social networks that direct your profiles. In this way, users can follow you through all possible channels. It is very important not to miss your contact information. It is essential that all your Subscribers have the necessary information to communicate with you.

Finally, it is important that you generate expectation for users to stay awaiting your next shipment. It creates intrigue.

9. Use shocking images

The power of the visual is well known. Although the images are excellent elements to attract the attention of people, you should not focus the design of your piece on them, since they may not be displayed correctly in your Email. Always use images of very good quality. This is a fantastic way to show your professionalism and prestige as a company.

10. The power of Storytelling

Who does not love stories? For some time, these have become an important marketing technique because they are attractive and make people identify with certain situations. This generates engagement as well as inspiring great confidence. You can include customer testimonials, interviews with your employees, anecdotes about your company and even success stories.

11. Ask feedback from your Subscribers

Showing yourself interested in the opinions of your clients and contacts always brings positive results. Not only that, it also allows you to make adjustments and generate new ideas for your company. Show them your opinions interest you!

You can create a special section in your Newsletter for users to send suggestions and comments. It is also important that you allow them to respond to your Email. For this, you can ask specific questions or small surveys.