Characteristics of a successful email newsletter

Characteristics of a successful email newsletter

Strictly speaking, drafting an email newsletter is not that difficult to do. After all, since the content of an email newsletter relates to issues related to or that affect the business sends it to, the online entrepreneur is effectively competent in creating the content of the newsletter. However, there are certain characteristics that set apart an average newsletter from a successful newsletter i.e. one that ultimately drives up more web traffic and sales. The following are some of the tips that can help the online entrepreneur move their email newsletter from average to effective.

1. Ensure the news letter focuses on the reader and not on you The goal is to make the email newsletter realistic, practical, relevant and exciting to the reader. The mistakes many email newsletters make is to dedicate too much space to the business i.e. new products, awards won, new hires, promotions, major milestones achieved etc.

Of course, there is no problem talking about your business after all, one of the key objectives of the newsletter is to market the business. However, the key question is how does the reader benefit from the content of the newsletter? You can talk about developments on the cutting edge of industry research, changes in regulations and tips on a subject that would interest your readers.

2. Consider the competition and web traffic Here, competition does not refer to your business competitors. Rather, this is eyeball competition the fight for attention with other emails in the recipient's inbox. Your email newsletter should give readers cause to sift through other emails in their inbox to get to yours. With the pressure for time most people are under, subscribers to the newsletter may not be able to read every single email in their inbox. Avoid this at any cost because it means a loss in your web traffic.

3. Have a table of contents Some email newsletters do not include a table contents on the pretext that it takes up valuable space. However, a table of contents can be a powerful selling point for the content of the newsletter. This once again goes back to the limited time readers of the newsletter have. Through the table of contents, you can capture the attention of the reader by using thought provoking headlines. A reader may not be interested in the first article but they may want to read the last. Without a table of contents, such a reader may ignore the newsletter altogether.

4. Use multimedia This is an advantage that electronic media has over print newsletter but that many online entrepreneurs do not make adequate use of. Embedded videos in particular come to mind. Research has consistently shown that incorporating videos in an email newsletter greatly increases responses and click through rates.

5. Have a specific business target in mind The email newsletter is ultimately a marketing tool. A business must be able to measure the effectiveness of the newsletter in generating sales. There must be a way to establish clicks that originated from the email newsletter, and you should keep track of its effect on your web traffic.

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