Email newsletters are complex as they combine several types of content about different parts of your business, and can include event reminders, surveys, information about your products or services, and promotions.
Furthermore, since newsletters do not serve a single purpose, it is more difficult to create a call to action through them.
But this does not mean that you should avoid creating eMail newsletters, because if you create them correctly, you will be able to create a subscriber base that is really interested in what you can offer them , and even follow up until you achieve a conversion and obtain loyal customers.
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Keys to creating the best eMail newsletters
1. Balance the content of your newsletters
2. Explain clearly what you will send in your newsletters
3. Don't forget an attractive subject line
4. Create a call to action
5. Minimize design and text
6. Don't forget to include cancellation information in the subscription
Keys to creating the best eMail newsletters
One of the main problems that arise when creating newsletters is the large amount of information that they usually contain, and that they often have an unclear focus. All the communication that you integrate into your e-mail marketing campaigns must be clear and have a common thread that unites all the elements that you want to integrate.
Once you've focused on a specific topic that you want to add to your newsletter, you can add elements that directly relate to the topic to create a well-targeted newsletter that will generate more engagement.
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1. Balance the content of your newsletters
Even though your subscribers have joined your database because they want to receive information about your products or services, a newsletter full of promotional content can tire them out and drive them away.
Ideally, your newsletter should be 90% educational content and 10% promotional , meaning you should focus on providing your subscribers with relevant and timely information to keep them top of mind for potential customers, but unless you need to communicate important or exciting news about your products, skip most promotional sections.
2. Explain clearly what you will send in your newsletters
Once you've determined the focus and content of your newsletters, make sure your subscription landing page contains information about what your potential customers will find in your future communications as well as how frequently you'll send them.
Communicating this information in advance will help reduce cancellation rates as well as spam rates.
3. Don't forget an attractive subject line
You should consider that the kenya business email list opening rate will be directly linked to your subject line . It is best to create a different, creative and interesting subject line for each newsletter you send and thus avoid your subscribers getting bored or not finding it attractive to open your emails.
4. Create a call to action
Even though email newsletters have different calls to action because they contain different types of content, that doesn't mean that you have one that is more important. You should choose the main one , and the rest as complementary. This will get your subscribers to take the main action.
5. Minimize design and text
Newsletters tend to be cluttered by nature, but one of the best tricks for creating effective newsletters is to integrate concise text that gets the point across and a layout with enough white space so it doesn't overwhelm your subscribers.
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Time is money and so is your subscribers' money, so providing the text necessary to make them want to click and learn more about your call to action is enough. On the other hand, alleviating visual tension with white space makes your design look tidy and much easier to go to the button with the call to action.
6. Don't forget to include cancellation information in the subscription
Although it may seem counterintuitive, if you want to keep an active and interested database, you must add clear information about the unsubscribe process. Be clear, do not use alternate phrases such as “modify your communication” or hide a button as a way to retain your subscribers.
This will ensure that those who stay do so with pleasure and those who don't, don't mark you as spam.
