How to write an email newsletter that hits the mark

Does your business send out an email newsletter? If the answer is no, then you really are missing out on an essential element of your content marketing plan. Email newsletters are an effective and inexpensive way to promote your business and build up a marketing database of contacts that is actually yours. Think about it. If your social media accounts were deleted overnight (and what a terrifying thought that is!) what would you do? How would you get in touch with your audience and follower base? You’d find yourself in a pretty tricky situation. If you’ve taken the time to build up your email list then, no problem, you’ll still be able to stay in contact with your audience. Phew!

There are so many great reasons to send out an email newsletter. Not only does it enable you to build up your own marketing database, it also helps to build credibility with your audience, promote your products and services and you can always repurpose your newsletter content in a number of useful ways.

If you’ve decided that an email newsletter is just what you need to grow your marketing database, how are you going to ensure that you produce something that doesn’t sit unread in the inbox of your ideal client?

Come up with a powerful subject line

This is probably the most crucial element of any good email newsletter. If your subject line doesn’t hit the mark and resonate with the recipient straight away, they’re likely to hit delete without even bothering to open your email. After all of the hard work you’ve put into writing your newsletter, that would be a real shame. Keep your subject line relatively short, relevant to your audience and make it enticing. Asking a question in your subject line can be a powerful way to get your reader interested ‘What’s the best way to increase your Instagram audience?’ Or you could offer a solution to a problem they’ve been having ‘How to write copy that converts’. Pique the interest of your reader and make them want to find out more!

Speak to the reader directly

This is a general rule for any copy that you’re writing. Whether it’s website text, a blog post or an email newsletter, make sure that you address your reader directly. Use ‘you’ and ‘your’ to engage them in a conversation, making them feel as though you are speaking to them directly. If you do this, your copy is much more likely to connect with your audience.

Use action words

Making use of action words throughout your copy is a great way of getting your reader to engage and take action. Use words and phrases such as ‘find out’, ‘take a look’, ‘sign up’, ‘contact me’ ‘book’. This makes it really clear to your audience what action you would like them to take next, whether that’s signing up to a group you’re running, booking in a discovery call, or visiting your website.

Include a deadline

Who doesn’t love a deadline? There’s nothing better than the thought of being up against the clock to spur people into action. We all suffer from FOMO and phrases such as ‘offer ends Friday at 8pm’, ‘doors close in 24 hours’ can be a great way to attract customers.

Edit and redraft

As with any copy that you’re writing, make sure that you spend time editing your original draft to refine your writing and make it as sharp as possible. It can be helpful to read your copy aloud and print out a copy to go over as you’re more likely to notice any mistakes and typos this way. Try and keep your sentences simple, clear and to the point and avoid any repetition.

Finish with a call to action

Always finish your email newsletter with a call to action. Show your reader what the next step is in the journey for them and encourage them to take it. When they’ve finished reading your email, what do you want them to do next? Make your call to action as compelling as possible, rather than saying ‘click here to sign up‘ say ‘Ready to take the next step? Click here to join my new Facebook group ‘The Copywriting Club’ and find out more about my copywriting tips and tricks’. Which call to action leaves you feeling more likely to sign up?

Once you’ve decided that an email newsletter is the way to go, there are lots of tools out to help you get started with the technical side of things. Mailchimp is the obvious one that springs to mind when it comes to email marketing platforms but there are other options out there. If you do need a bit of support when it comes to writing the content for your newsletters, I’m always happy to help. Just drop me an email, or check out my Services page where you can find out more about all of the packages that I offer.