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  • Writer's pictureSarah Turnbull

Email Dos and Donts... 5 Essential Tips for Newsletter Marketing!

man reading newsletter on a mobile device

Email marketing has an average ROI of 42:1 in the UK, rising to 45:1 for retail, consumer goods and e-commerce. So, what do you need to do to craft a great email newsletter that will give you returns like these? Here’s 5 essential tips to bear in mind when crafting email marketing campaigns.

Short and sweet

Answer me this… when you get an email newsletter from a supplier, does your heart skip a beat with delight when you see paragraph upon paragraph of copy and masses of pictures?

No? Didn’t think so!

Keep copy concise, give subscribers a taste of your content and then send them to your website to get the full lowdown. The average time taken to read an email from a study carried out in 2020 is 11.82 seconds. Keep this in mind, hook them in quickly and send them to your site or your blog for more information. If they’re not interested in the first subject, hopefully you’ll hook them in with the second!

Always use Headlines and Subheads in Newsletter Marketing

Headlines and Subheads are the titles that give your subscribers an insight into what’s coming next, and divide your blog into shorter sections. The Headline and subheads tell the story of what’s on the page so even if subscribers only read the headlines and subheads, they’d still have a good idea of what’s on the page. Make them informative so subscribers can decide if they’ll invest time in reading further. You’ve got such a small amount of time to catch attention, so make them count!

Valuable content

Don’t bombard your subscribers with sales talk all the time. Try and provide content that’s 90% educational, relevant and timely with 10% of promotional copy. Don’t be the company that sends 10 emails a week talking about them, them, them – you don’t like receiving content like that, neither do your subscribers!

Call to Action

Explanation of a verb

Tell your subscribers what you want them to do next and try to keep Calls to Action to one per section. Don’t send confusing messages and make sure your CTAs lead with a verb – subscribe now; buy now; sign up; read here etc.

If you have to have a secondary CTA, have your primary in one style – like a button – and your secondary in a different style – such as a link. Leave plenty of clear white space round your CTAs.

Test your emails

When you’ve got your emails set up, send them to yourself and colleagues through the email service provider to test them. Open them on both desktop and mobile. Click links and make sure images load. Do it every time you make changes! I recently got a newsletter from a market-leading company with a name of only 6 letters, but they hadn’t tested their outbound mail and their name displayed across 2 lines. #awks



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