I have a love-hate relationship with my email. On the one hand, it keeps me in touch with my friends and family, alerts me of sales and specials from my favorite businesses, and at the best of times, is the messenger of great news.
On the other hand, emails can be draining, constantly demanding my attention. When I get a newsletter from a business, for example, it’s usually a low priority on my list. If I’m a regular customer or have always found their content useful, I’m excited and eager to open.
But if they’ve “struck out” one too many times, I hit “delete” without even opening.
So what can you do to make sure your emails stay out of the trash? How can you write newsletters that brighten your customers day?
How to Write Email Newsletters Your Customers Will Actually Want to Read
1. Don’t always sell.
As a business, your goal is to sell. Many of your newsletters can and should be selling your services but you should also incorporate content that has no ties to selling – it is simply there to entertain and reinforce your brand.
For example, our creative team built this fun newsletter for a client titled “The Adventura Summer Bucket List”.
2. Consistency and quality.
Once you’ve gotten a customer’s email, it’s up to you to prove your worth. In order to keep your seat at the table, you must share good content regularly. What defines good content? What do we consider regularly?
We see the best results with clients who send email newsletters at least twice a month. This cadence keeps the business relevant but doesn’t overwhelm customers with information they don’t need all the time.
As for good content, this varies from business to business. Different customers judge quality differently. But the one defining characteristic of good content is value – are you sharing information that gives something to your customers? Have you hit the sweet spot between what you as a business owner need and what the customer needs?
3. Visual style is more than just an added bonus.
Today I got an email from a business that I had never heard before. They were offering me exclusive access to a marketing webinar at a discounted price.
Fortunately, my spam folder caught the email before it was routed to my main inbox. When I went to delete the email, I saw that it was written in plain text – no special branding that I recognized, no logos, no images, nothing. Combined with the fact they were trying to sell my something, this immediately triggered a red flag in my mind and I deleted it fully knowing it was spam.
How you style your emails – logos, graphics, text, fonts – is the impression you leave with your customers. Putting effort into the visual component of your newsletters makes your content and your brand feel professional and trustworthy – and separates you from spam emails.
When executed well, email marketing is an affordable and efficient way for businesses to engage existing customers. With a digital point of contact, you can build great relationships, turning one time visitors into loyal customers.