Newsflash: The average person receives 100-120 emails every day. That figure doesn’t even include junk or spam!
Each of us has only so much time at our disposal — including your email newsletter subscribers. If you don’t immediately capture their attention, your email marketing efforts will quickly end up in their junk or spam folder.
Are you wondering how to write an email newsletter that your subscribers will actually read? Keep reading for some important email newsletter ideas you may not have considered yet.
Narrow Your Focus
As this post explains, email targeting is vital to ensure your newsletter lands in the right inboxes. But once you’ve done your homework and found customers with the right demographics and buying habits… Now what?
Too many businesses make the mistake of cramming everything into their newsletters. They announce a new product next to a PR story, followed by a blog post and then a random event calendar. Confusing, right?
Strengthen your newsletter content by focusing on one primary topic — not your entire company or brand. Also, only send out a newsletter when you have something important to say.
Skip the Technical Jargon
You might be (rightfully) excited about the latest specs on the gadgets you sell. Your customers, though, aren’t as likely to care if there’s a centrifugal exhaust that produces radial airflow in your latest vacuum cleaner model.
Rather than specs, focus on the benefits and solutions. For example, is your vacuum ideal for households with long-haired pets? Will it help them save money on their power bill because it uses a low wattage?
Make the focus on your customer and their pain points, not your product and its specs. How will your product help your customers to feel happier and save time or money?
Pro tip: Write like you talk. Imagine you’re sitting at a bar having a drink with a friend and then craft your newsletter like a friendly conversation. Of course, you’ll also want to make sure it matches the overall tone of your brand.
More Education & Less Promotion
Have you ever signed up for a newsletter, only to get bombarded with sales pitches multiple times per day?
Don’t be that company. Your email newsletter content should mainly focus on educating your customers, not selling to them. A good rule of thumb is 90% educational and 10% promotional.
Send your subscribers relevant, educational, and timely information. For our vacuum company, was there a new study released about cleanliness inside the home? Is allergy season in full bloom? Is National Cleaning Week right around the corner?
Think of ways to tie local news, events, and seasons into your newsletters. What’s on your customers’ minds? How can you connect your product to something they’re already thinking about?
If you do this well, the sales will come naturally — without the need for lengthy promotions and pitches.
Craft a Successful Email Newsletter Today
Without the right email newsletter content, your marketing attempts will be in vain. Use the tips above to review your current newsletter and make adjustments where necessary.
If you do, you’re sure to see a great return on your investment!
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