Best Practices for Email Newsletters

Publishing an email newsletter is an easy way to get the word out about your life, interests or business. When you do it right, you gain followers, increase your traffic and have fun! Do it wrong, and you will waste time and energy—and lose money!

The things you must pay attention to when you are publishing an email newsletter:

Who Is Your Audience?

Who are the people you want to reach with a newsletter, and what is your plan? Is it to sell a product or provide information on a previous purchase? An email newsletter for business can serve one of two purposes—keeping your current customers happy or getting more customers. Understand the value of your marketing efforts before you send out your first email blast.

What Do You Have To Say?

You must be able to communicate your intentions clearly, as well as define the role of the newsletter. Make it a part of every email blast. Never hide your objectives from customers, but celebrate them! An excellent newsletter leaves customers—both new and existing—wanting a little more and willing to pay for it!

Make Sure You Get Consent.

Permission to receive emails—opting-in—is the purpose of any successful email marketing strategy. Have users sign up for your newsletter, and follow up with a confirmation to approve the request. In addition, make it easy to unsubscribe—to opt-out. With consent, your email will have better chances of being read and passed along to others.

Send A Welcome Email.

Everyone likes recognition, and a welcome email is a way of saying thanks for subscribing. It also gives you an opportunity to upsell to a premium (paid) product.

Subject Lines Are Essential.

If you want your email to be read—or kept out of the Spam Folder—make sure you have a compelling subject line. Avoid words like “Free” and “As Seen.” Put the newsletter’s name in the subject line. Demonstrate you are not spamming, and that you are giving the user something they wanted.

Creating a fantastic email newsletter is like any other marketing product—you need to understand the customer, give them what they want, and always continue building value.


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