The Art of Creating a Newsletter that Drives Engagement

Content marketing is incomplete without newsletter email campaigns. They can be a significant source of engagement and traffic for your ecommerce store, increasing sales, retaining customers, and establishing brand image, but only if done right.

As simple as email marketing might sound, setting up a campaign that gets results is actually pretty challenging. Most novice marketers aren’t even familiar with the use of newsletters because they are unaware of the effective way to approach marketing with it.

But we are here to tell you that this tactic works. Here are five tried-and-tested tips for creating a relevant and eye-catching newsletter with well-researched strategies:

5 Tips For Creating An Engaging Newsletter

Many marketers consider email obsolete, at least for marketing purposes. However, research shows that 83 percent of B2B companies send out newsletters to their existing and prospective customers and garner some impressive results.

However, just sending out a newsletter isn’t enough – you need to make it engaging and good-looking – give your leads what they are looking for, and they’ll reciprocate in kind.

So, here are a few tips that you can use if you are wondering how to create a newsletter.

It Should Be About More Than Just Sales

The mistake that marketers usually do is make their newsletters too sales. Since their purpose to send out the newsletter is to increase their sales, they think that might be the best way to do that. However, when the recipients receive that kind of email, they instantly decide not to open or act on it.

Even if you aim to drive engagement or sales on your ecommerce store with the newsletter, it shouldn’t be too obvious. You need to create a newsletter that feels valuable to your customers. It should evoke positive feelings in the customer about your brand. Include information that may interest your subscribers.

A Strong Design

Would you want to read a page full of text boxes and overcrowded with clumsy animations and graphics or a neatly organized one with enough white space and exciting animation? Most of us will choose the latter for sure. If you don’t want to read it, there’s no reason to expect the subscribers to read it.

A well-thought-out design gives clarity and direction to the reader, and a crowded newsletter can make things confusing and frustrating for them. So, regardless of what you’re selling, you need to focus on creating a design that is easy to comprehend. Keep the text to image to white space ratio balanced. If you are out of ideas, you can search for newsletter templates online.

Create An Impactful Subject Line

Subject lines play a huge role in enhancing the open rate of emails. If the first impression of your email doesn’t strike the subscribers, they won’t open it. So, you need to make your subject line interesting enough to intrigue your subscribers – keep it concise and relevant.

You can personalize it by including the name of the recipients in the subject line. Email that has the recipient’s name in the subject line has an 18% open rate. You can also include active words to hook your subscribers’ attention.

Offer Incentives

Offering freebies, discounts, and downloadables is a great way to increase engagement in your newsletter. You can include these incentives based on the interests of your subscribers.

You can even use the abandoned cart or behavioral data to know which products have caught your subscribers’ eye. Then, please encourage them to browse further and maybe even purchase using the discount code you emailed them.

This will spark your subscribers’ interest more in your brand and eventually increase subscribers’ engagement rate. However, you can only ace this strategy effectively if you do proper research on your targeted audience.

Include Valuable Content

It is hard to guess what your customers might be interested in if you don’t know them. So, you need data analytics to understand what content can be valuable for a particular segment of your subscribers.

You need to know what the subscribers expect from your business. Then, curate the content for your newsletter, keeping their interests and needs in mind. These interests could either be in your companies’ values, general FAQs, a new product, CSR activities, products of their interest, etc. This will boost their engagement with your brand, and they will visit your ecommerce store more often.

Conclusion

Now that you are familiar with and have applied some email marketing tactics to create more engagement in your newsletter, you need to be patient. It will take time to understand what exactly works the most for your subscribers finally, but it will happen. Then, you can tweak your strategy according to the behavioral data of your subscribers.

Following a data-based strategy to create your newsletter can ensure your success. You will score more engagement, build authority, and drive sales.