Newsletters are very important to keep the audience of your business informed of any updates or promotions, especially important given the changing requirements for Phase 2 reopening.
Keeping your audience informed of new hours of operation and COVID safety regulations is crucial, but how do you ensure that your email list will open and read your newsletter? Here are three things to focus on when creating a standout newsletter:
The copywriting in newsletters should be clear, brief, and punchy. You want to grab people’s attention and keep them interested while helping them move fluidly through different topics.
Cross your T’s and Check Your Links
Make sure that you’re editing out any grammatical errors and broken links. Since there is very little copy to be read, grammatical errors will be more obvious. Similarly, your newsletter’s content is the star of the show, so if your reader can’t follow the links to the content you’re referencing, the authority and trust will be lost and they may unsubscribe.
Write a Catchy CTA
Speaking of links, don’t forget to include a CTA! Whether you have one call to action or if you have three, you should always make them stand out design-wise and use the copy to clearly state the action you want your readers to take. Newsletters are a great way to inform and engage with your customers, so make sure you have a link on the newsletter to your website to “Make a Reservation”, “Learn More”, or “Call Today”.
Make it Personal
Lastly, make sure your newsletters are personalized. Your audience will pay attention to your emails when they know that you have them in mind! A great way to do this is by writing your emails as if you are speaking to only one person in a friendly and relaxed (but professional) way. At Seedling, we further this by using HubSpot to add in an email recipient’s first name automatically, to let enhance that one-to-one connection.
Design is another crucial component when building an effective newsletter. You want your newsletter to be visually appealing so that your audience will want to continue to read them in their entirety.
A Picture Says 1000 Words
Incorporating compelling pictures is critical when creating your newsletter because if there’s very little copy, you’ll want to express your message through images. Images, just like copy, need to be engaging. So when you pick a picture to be included in your newsletter, make sure you ask these questions:
- How is the quality of the photo? Is it grainy or unprofessional?
- Does the image relate to your audience in any way? Is it timely and relevant?
- Does the image reflect your company and its values?
Keep in mind the images that you choose should be interesting, relevant, and professional.
Add Some Color
The color scheme of your newsletter is also very important. VerticalResponse.com suggests using your logo as a guide for the colors that you use in design to keep things consistent in your branding.
HubSpot lists their favorite designs of newsletters and notes that using colors that pop like yellow, or red could be “powerful color choices”.
Whatever colors you choose, make sure that the font color is legible across all platforms, mobile, desktop, and tablets. If they look great on desktop but don’t translate over to mobile, then your message may be lost.
You want to highlight your business in your newsletter, but you don’t want to appear boastful or out of touch. On the surface, it may be about you and updates about your business, but your true focus should be your audience and the value that you can bring to them.
Give it to them Straight
When choosing topics to put in your newsletter, be sure to reserve a section of your newsletter for any information that has changed such as hours of operation, altered menus, or promotional deals.
In the other areas of the newsletter, be sure to include information that could immediately benefit your audience, with no strings attached.
For example, in Seedling’s newsletter, we included a blog about adapting to the current economic climate during the pandemic as well as a video that discussed how business owners could get cash fast.
Band Together and Be Genuine
If you are more of a B2C business, keep current events in mind. Highlight the ways that you’ve been helping other businesses. In an article about the benefits of being charitable for your business, Squareup.com suggests ways in which you can amplify your philanthropic efforts. They suggest that
“You could try creating an email marketing campaign seeking volunteers to partner with your company, and support a charity together.”
Show your email receivers that you’re human and include some ways that your staff is coping with the heavy socio-economic changes we’re facing.
People want to support businesses that they can relate to and that they care about—not for the sake of the brand—but for the people like you who work hard every day to bring the brand to life.
So there you have it!
Newsletters are meant to be fun so have fun creating yours but don’t forget to keep these 3 components in mind to keep your audience hungry for more.