Concrete link between brands and customers, the newsletter is an essential marketing tool. However, in order to achieve its objectives, it must be well written and harmonious in its content as in its form. Therefore, here are 5 tips for writing an effective newsletter !
This may seem obvious, but the first thing to do to write an effective newsletter is to provide personalized content that meets the needs and expectations of readers. Thus, data and information about customers is the key to the success of personalized newsletters. For example, a company with the purchase profile of its customers can send them customized newsletters. Thus, a customer interested exclusively in items on sale will receive content about it.
In a technologically hyper-connected society, the human relationship becomes more and more valuable. Adopting a human tone allows the reader to guess the presence of the newsletter’s writer behind the screen. Thus, the company creates a real link of quality with its target clientele.
Headers, hooks, initials, logos, hyperlinks, photos … it’s about using the unique graphic codes of the company, whether to be identifiable or to make an impression. For the sake of efficiency, it is imperative to create responsive newsletters. It is also important to keep in mind that a newsletter is the extension of a website. Therefore, the newsletter must be in perfect symbiosis with the company’s website.
It is sometimes difficult to judge, with more or less precision, the size of a newsletter for maximum effectiveness. With images and adaptable content, a newsletter that is too short will not be taken seriously. As for a newsletter that is too long, it will tend to annoy the reader, who will not go to the end of the page. Outside advice may be helpful. The best solution is to be proofread before validating the final sending.
Great email subject
No matter the field, it’s important to use a creative and interesting email subject. It is the subject of the email that creates the reader’s first impression of a newsletter. Consumers are constantly bombarded with information. To stimulate the interest of readers, objects must stand out. What kind of object will make the reader want to open the email? Something personalized (Ex: Anna, we offer you …) for example, will be more eye-catching than a simple ‘10% discount just today!