Email Newsletter Do’s and Don’ts

Email Message

Now, more than ever, connecting to your business’ audience through email is one of the best methods to reach them. Case in point: According to HubSpot, email generates $38 for every $1 spent. It is proven to be one of the most cost-effective ways to distribute content.

There are several methods one can apply when it comes to emails.
They can contain special announcements and offers, notifying customers of
changes to a product, service or policy, and just thanking them for their
loyalty. It’s important to continually reach out, but not be overbearing and
annoying. One strategy if you’re looking to touch your audience on a regular
basis is constructing an email newsletter. Here are a few things to take into
consideration when putting an email newsletter together to help it be
successful.

Email Newsletter Do’s

Worthwhile Content: This one is obvious, but it’s so
important and it should be the number one component to focus on when assembling
an email newsletter. You want to have good, thoughtful content. You need to
have done research in advance and know your audience in order for your content
to connect with them. Also, remember, your email should not discuss everything
INCLUDING the kitchen sink. You don’t need to be everything to everyone. Just focus
on your strengths and what your audience cares about.

Tone Makes a Difference: Based on your business, the
voice of your newsletter should reflect who you are as a business. Whether it’s
casual and thoughtful, serious and knowledgeable, or funny and smart, just make
sure the voice projects your business’ mentality for it to feel legitimate to
your readers.

Thoughtful Design and Imagery: A custom header, font
selection, relevant images… these are all important items to have in an
enewsletter, but remember: The design and artwork is there to boost your
fabulous content, and should not be the focus. Once your newsletter is
assembled, make sure it supports the style of your brand but doesn’t steal your
content’s thunder.

Email Newsletter Don’ts

Don’t Send them to Everyone: Segmentation is important.
You don’t want to send your newsletter to every single contact you have.
There’s nothing worse than receiving an email that doesn’t apply to you. You
want to send it to the right people. Use your data analytics and review
each subscriber with care, in order to ensure that your newsletter will
resonate with their previous interactions with your business.

Don’t Send them at Random: Your loyal consumers will
enjoy hearing the latest happenings with your business. But as we stated
before, it’s important not to push it or you risk scaring away your audience.
Being mindful of your audience and the type of content your newsletter will
include, select a schedule and timing that makes sense, whether it’s once a
month, bi-monthly or quarterly.

Email newsletters are one of the most cost-effective ways to
market to your audience. Granted, it’s no easy feat putting the structure together,
but trust us, it’s worth it!

To help you get started, HubSpot’s Content Marketing Workbook is an excellent source to help you as you begin brainstorming content ideas for your email newsletter. Click below to receive your free copy!

Content Marketing Workbook