Email newsletters have been a staple of online marketing for a long time. Email was around long before social media and smartphones were available to people as communication channels. While some say that email marketing is dead, this is just not the case. By the end of 2017, research predicts that there will be 4.9 billion email accounts in the world. This is far greater than the number of Facebook and Twitter accounts combined.
The bottom line is that email newsletters are still an effective and important communication channel for marketers. As a writer, you should follow these basic pointers to make your email newsletter writing more effective:
Email Marketing
Businesses send out email newsletters in order to build relationships with their customers and prospects. A lot of effort goes into building a strong email list of people interested in the products or services that the business offers. People who opt-in to the list want to have more information about the business. An email newsletter is meant to provide this information, demonstrate the expertise of the business and provide some incentives to make a purchase.
Add Value
In order to build relationships, the content of the email is not focused around selling. Instead, the email should provide valuable information for the reader. This demonstrates that the business is an expert in the field. When readers receive value from a newsletter, they're going to look forward to receiving the newsletter in their inbox. Email newsletter writing must convey valuable information in a clear, concise format. Some things you could include in an email newsletter are:
- The latest industry news and updates
- Tips for getting things done
- Insider secrets that are not available elsewhere
- Solid technical information that educates the reader about the field
For example, a sporting goods store could send an email newsletter that gives information about how to select the right equipment for a particular sport. By providing this information, the store demonstrates its expertise in its niche, provides valuable information and reminds people that they can purchase sporting goods at the store - all without making a sales pitch.
Stay Focused
Typically, email newsletters are focused around a single topic. A sporting goods store might have a newsletter devoted to soccer in the fall and lacrosse in the spring. Sometimes a newsletter might cover a wider variety of items, but this makes it harder for the reader to follow and stay engaged in the content.
Many email newsletters will contain a call-to-action (CTA). So while the copy is not directed at selling, a small portion of the newsletter is dedicated to prompting an action. This could be a special offer to motivate a purchase, a free consultation or even a small gift. The email newsletter is 90% information and 10% promotion. A writer needs to seamlessly integrate the promotional part into the email without a hard sell. It's important to focus on a single CTA and not include multiple offers in the same email.
Know Your Audience
The tone is important for email newsletters and should reflect the audience. Some newsletters will require a professional tone, while others need a more informal tone. Understanding the target audience is important for determining the tone of the writing.
Be Interactive
Email newsletters are about relationships, so there must be a give-and-take. Encourage readers to respond to questions or give their perspective on issues addressed in the newsletter.
Copywriting Tips for Email Newsletter Writing
- Have a stunning subject line. This ensures that more people open the email and read the copy.
- Address the reader. It's important to write in the second person to engage with your readers.
- Make the text easily scannable. Today's readers will often skim through an email. Use persuasive headlines and bullet points to focus their attention on important details. You might even use some bold within the copy to highlight key points or the details of an offer.
- Use short paragraphs and sentences that are easy for readers to digest.
Email newsletter writing is an essential skill for content marketing. By following these tips, you'll be well on your way to writing effective email newsletters.
