What is a newsletter?

Usually, newsletters contain information about the newest product releases, events, or any type of information that is relevant for the business to share with its subscribers. Newsletters represent a mechanism for the business to stay in touch and ensure visitor-return percentages, which is ultimately a “free” form of marketing. A newsletter is a tool that keeps the same visitor coming again, thus making the first investment much more profitable. 


Photo: Maxim Llyahov on Unsplash

The impact of a well-written newsletter

Creating an effective newsletter, to put it simply, gives your business a better chance to get its message across. Think of it like this: if you get another email that advertises something, and it feels spammy, would you buy from it? Probably not. From the business point of view, this is a lost lead. That is why a newsletter should be considered as a powerful tool instead of just another bulleted information in the daily task management software.

Newsletters create an opportunity to get a new lead in the sales pipeline if constructed well. Depending on what we do, our mailboxes get populated by over a hundred emails a day, and to get the attention of the reader, a newsletter must be constructed to check all the boxes. 

How to create an effective newsletter

#1 The first and most important thing is effective emailing software. Mailchimp, for example, offers its users a platform that connects all of their marketing efforts in one place. Mailchimp is designed to automate and give clarity over marketing actions for online businesses. To create a bold first leap into online marketing, a small online business must have an effective tool that opens this path for them. 

#2 Figuring out what kind of newsletter your business needs is the second most important thing. Instead of writing about your company in general, make every newsletter dedicated to a specific topic. 

#3 Experiment with newsletters. By experimenting, a business gets information on what works the best with the audience they have built. If different newsletters cover various topics, this generates valuable information on what really brings traffic to the website. Taking advantage of this data creates more chances for the call to action to be clicked on. 

#4 To stand out, it is important to keep the balance of your newsletter 90% educational and only 10% promotional. This assures readers that the newsletter offers actual value instead of just being a tool to generate more traffic, revenue, etc… And that is what builds trust, and makes readers decide to investigate more. 

#5 Email subject lines hold so much power! This is where a reader is going to make their first decision. If the subject line seems boring, uninformative, or irrelevant to the reader, chances are that they are not going to read the rest of the email. So, the subject line has to be designed to hook the reader’s attention.

#6 Visual cues are really important! The overall design needs to be minimal so the reader can navigate easily. Every effective newsletter contains images and bolded texts. Readers tend to just browse through an email without reading it extensively, and great images and bolded text capture their attention – this is where the business has the chance to communicate the most important information. 

#7 Make it easy for the subscribers to unsubscribe. This one seems counterintuitive but it is quite important. Look at it like this: When creating marketing strategies, we always tend to aim at a specific audience hoping that they are most susceptible to that particular set of ads. The same goes for subscribers – if they want to unsubscribe and they cannot, they will not read your newsletters, which means your overall percentage that shows the effectiveness of your newsletter campaigns will go down. 

The power of newsletters

By following all of the steps for creating an effective newsletter from this article, you will create a tailored made newsletter strategy for your best-performing audience. And this is where the true power of newsletters lies. Subscribers are people who are genuinely interested in what your brand has to offer, and newsletters are your direct communication to them.Everything you learn within the process of sending newsletters can be used to attract new subscribers.