Sometimes, coming up with new content ideas can be quite the chore. It can seem like one of those chores that you want to pass to your junior siblings while you do something better. To win the content game though, you cannot afford to let your subscribers down. You have to do the tasking job of impressing them. When the job is done though, you will feel like and be a real winner.
Whether you’re a DIY entrepreneur or you work at a local digital marketing agency, you’d know that newsletters are a valuable resource for email marketing. They establish and maintain trustworthy relationships with regular clients, and they encourage prospects to try your product or visit your landing page.
Likewise, well-crafted newsletters can upturn your product sales, encourage your web visitors to come back again, and they can spawn valuable tracking information for your upcoming marketing campaigns.
However, coming up with newsletter ideas that subscribers love to open and read is not easy. It is a subtle skill preserved for marketers who understand the tricks of the trade, as well as the psychology of their target readers.
Great Ideas for Creating Effective Newsletters
Are you looking to join the talented marketers who create attention-grabbing newsletters?
If yes, the following are newsletter ideas that would save your email from ending up in your content consumers’ trash or spam folder.
- Understand Your Subscribers
There are hundreds of email marketers vying for your newsletter subscribers. This means that the subscribers have numerous options to consider, just in case your newsletters fail to give them a reason to stick around for a while.
Would you want to keep them for years? Take time to understand your subscribers before you start sending newsletters. Know their names, their needs, their culture, and anything else that would help you serve them with the right content.
After understanding them, group them into segments that make sense for your brand. For instance, you can group them according to age, purchasing behavior, gender, and or their interests. Send each segment a personalized newsletter.
Unlike in the past, when mass newsletters worked, today’s subscribers have high expectations. They prefer newsletters that offer information that is specific to their needs. Otherwise, they will ignore or unsubscribe from a generic newsletter.
In addition to the personalized newspaper, address them by their first name, and communicate with them using a language that resonates with their age. According to an editorial posted on pinpointe.com, personalized newsletters have 6X higher conversion rates than generic newsletters.1
As a marketer, you have lots of information for your newsletters. You will want to inform subscribers about upcoming events, new management, and flash sale deals. Moreover, you would want to thank your loyal customers, as well as share links to fun articles on blogs.
Simply put, putting together a list of newsletter ideas isn’t hard but coming up with creative, effective, and lovable newsletter ideas is the real challenge.
While jamming all those topics to your newsletter will make it informative, researchers from HubSpot say that the practice may end-up confusing your subscribers.
Focus on one subject, and save the rest for your next newsletter.2
Concentrating on a single topic will help you stay relevant, and end your newsletter with an active call to action that gets your subscribers to take just one desired action at a time. Multiple calls to action can confuse or piss-off your esteemed subscribers.
If you find it hard to choose a good topic for your upcoming newsletter, schedule a simple survey to collect topic suggestions from your subscribers. Base your newsletter off the most suggested topic.
Just like any other content consumer, newsletter subscribers have tight work schedules. They barely find enough time to read through long journal-like texts. In reality, readers love content that they can skim through within a few minutes.
If not, your newsletter with blocks of boring, hard-to-skim-through texts will end up in the trash folder. If you stick to such a boring format, your subscribers will gladly hit the unsubscribe button without a second thought.
How do you make your newsletter simple to read?
Break-up it up with subtopics and lists
If you want your readers to read your all-text newsletter from start to end, break it up with several subheadings, and bulleted lists. That way, your email subscribers will spot essential points quickly. They will not need to stress their eyes looking for valuable information buried in heaps of text.
Use simple words and short paragraphs
A blog published by Internal Results, states that using short sentences and paragraphs is one of the simplest tricks to enhance your newsletter’s readability. The experts argue that short paragraphs are easy on your readers’ eyes, they motivate them to read, and they help you minimize fluff words.3
Apart from using short sentences and paragraphs, use simple words in your newsletter. They will save your subscribers from checking a dictionary to get the meaning of those complicated words in your newsletter.
Don’t shy-off from using visuals
Visuals are powerful tools in creating easy to scan content. If used well, they can convert boring all-text content into an engaging piece that your readers would enjoy reading. Moreover, visuals break your newsletters into readable bits and add value to the content in your newspaper.
- Use an Enticing Subject Line to Encourage Subscribers to Open Your Email
Writing informative and easy to skim valuable newsletters is a daunting process. But, getting your subscribers to open and read the newsletter you spent days writing is more complicated since subscribers are way too busy to notice unsolicited emails.
In fact, HubSpot reports that emails from small enterprises receive an open rate of 35%, while those from large corporations receive an open rate of 32%. This means that around 70% of newsletters emails end-up being ignored or deleted.4
Are you looking for a way to place your newsletter among the 32% that receive attention? If yes, draw your prospect reader’s attention using an enticing email subject line. HubSpot says that a catchy subject line is the only ticket to stay conspicuous in a crowded inbox.
Newsletter ideas to write likable subject lines
- Keep it between 30-60 characters
- Tell your subscriber what to expect in your newsletter
- Highlight the value your subscriber will derive from your newsletter
- Personalize it with the subscriber’s name
- Don’t use All-caps in your subject line
- Add a perception of curiosity or urgency to your subject line
- Use a Proper Opening Line to Get Your Subscribers Reading
Many digital marketers think that it is unnecessary to put much thought into their email’s opening line. However, savvy marketers from Quicksprout say that your email’s open line is as important as the subject line.5
It gives your subscribers the inspiration they need to read your entire newsletter or a reason to bounce back and read the next email on the line. If you don’t want them to bounce back, use a proper opening line to get them reading.
No matter which of your newsletter ideas you want to implement, you’re going to want to have a strong opening line. And that starts with a greeting.
Seasoned email marketers propose that you start your email’s body with a salutation containing the subscriber’s name. Such a greeting will portray you as friendly, courteous, and professional.
Nonetheless, if you don’t know your subscriber’s name, Grammarly’s digital experts suggest that you just use “Hello” or “Hi there” as your salutation.6
After the salutation, state the reason why you sent the email and newsletter. Fumbling around with unnecessary stories can piss-off subscribers who simply want to know what you have for them.
Avoid misspelling your recipient’s name, addressing your subscriber by a short form of their name, or using slang salutations. These blunders will portray you as a careless or less-professional intruder.
- Make Your Newsletter Mobile Responsive
According to statistics published on campaignmonitor.com, 53% of emails are accessed by phone or tablet. Furthermore, the statistics indicate that over 900million Gmail users use mobile devices to open, read, and reply to their emails.7
For that reason, if you want both your mobile and desktop subscribers to read your newsletter, optimize it for mobile. Otherwise, your subscribers who use a mobile phone will not manage to read your email and take the desired action.
How can you optimize your newsletters for mobile?
Use short subject lines
Your smartphone or tablet can only display 20-30 characters on your subject line. Since your emails’ subject line is akin to your newsletters’ headline and you won’t afford to lose some critical characters, we suggest that you craft a 30 character subject line. If it is impossible, use essential keywords within the first 30 characters.
Focus on extra short paragraphs
With a mobile phone’s small screen, even paragraphs with three to four lines will look like huge blocks of hard-to-read text. On that account, it would be imperative to use paragraphs with one or two lines. The short paragraphs will help your readers to enjoy reading your newsletter on their mobile screen.
Use large font sizes on your emails
Many people strain their eyes when reading newsletters with tiny texts. In fact, others will bounce back or even unsubscribe from newsletters with small texts. Experts from copyblogger propose that you use font 13 or 14 pixels to let your subscribers enjoy the mobile experience of reading your email without having to sacrifice their eye health.8
- Don’t Over-send Your Newsletters
If you produce high-value emails, your subscribers will not mind receiving other newsletters from your brand occasionally. However, you should steer clear from over-emailing, lest you give the subscribers a reason to unsubscribe, mark your email as spam, or ignore you.
So, how frequently should you send your newsletters? An editorial published by Smart Insights reports that the frequency of sending newsletters differs from one niche to another and from one subscriber to another. There is no standard number of newsletters you should send to subscribers.9
However, savvy digital marketing teams give their subscribers a chance to choose the frequency of emails they wish to receive within a given period. For instance, they can opt to receive newsletters from you daily, weekly, or even monthly. We have compiled 20 other content marketing mistakes that you need to avoid.
Additional Newsletter Ideas to Help You Stay ahead of the Competition
- Give your subscribers a chance to unsubscribe at will
Truthfully, not all subscribers will fall in love with your newsletters no matter how valuable they sound. At times, your once loyal subscribers will want to take an off from promotional content.
To maintain a healthy list of subscribers, give those who wish to unsubscribe, the freedom to do so. Avoid hiding the unsubscribe button since dissatisfied customers who are unable to unsubscribe can mark your newsletters as Spam.
- Don’t underestimate the power of a CTA
Marketers use newsletters to get subscribers to visit landing pages, enroll for a service, try out a product, or download software. Without a proper call to action, your prospective readers will read your newsletter to end, but they will not take any action.
So, if you want them to act, include a strong, strong CTA that requests your subscribers to take the action you want. HubSpot’s marketers propose that you use bright colors to make your CTA conspicuous and excitable. You can also use color psychology to reinforce your CTA.10
- Strengthen your call to action with a sense of urgency
In line with an article published by Campaignmonitor, many subscribers have an affinity for postponing.
But, since you want them to take action immediately when they open and read your newsletter, you would want to create a sense of urgency in your newsletters as well as your CTA. The perception of need will motivate them to act rather than to postpone.11
- Avoid giving your newsletters an obvious sales hype
A majority of subscribers regard newsletters as a source of valuable educational or informational content. That is the primary reason why they subscribe.
So, if you want to keep them loyal, avoid making your newsletter too salesy.
Email marketing pioneers propose that your newsletter should contain just 10% of sales information.
Refresh Your Newsletter Ideas and Win the Content Game
Your newsletters have not been generating the projected ROI because you are missing some intricate newsletter ideas. Perhaps you have never taken time to understand your audience, you focus on too many topics, or your email content is unattractive to read.
If you understand your audience and you trust the quality of your newsletter content, then your email subject line or open line could be boring, you haven’t optimized your newsletter for mobile viewing, or you over-send emails.
Regardless of your issue, use the suggested ideas to revamp your email marketing game.