How to Write a Marketing Newsletter and How to Reach Your Audience

Some fear that the end of email marketing is eminent, due to new digital platforms popping up all the time and the General Data Protection Regulation (GDPR) putting pressure on contact numbers. But social media platforms can rise and fall fast, and with the right recruitment strategy, GDPR doesn’t need to be a problem. The fact is, the end is nigh for certain types of email that many still churn out. With new tools and advances meaning competitors hitting the mark pull way ahead of those unwilling to adapt. There is no space for impersonal, unsolicited and uncreative emails. Most businesses and individuals know that email marketing can have amazing return of investment (ROI), but only if you create something worthwhile.

1. Sometimes less is more

You may have a lot you want to say and promote, but the more you include the more you dilute your message. People will only scroll so far before they lose interest and give up, so make sure there is a clear strategy behind including the different pieces of content available. If you have one important piece of content, consider limiting the newsletter to just that one subject.

This goes for the frequency of content as well; don’t send a newsletter daily if you have nothing to say, your contacts will soon lose interest. Sending a newsletter regularly is important, but what is more important is making sure you aren’t boring or annoying your audience.

2. Mix up your media

Try using videos of gifs in your newsletters to keep things exciting and pull in your audience. There are lots of free tools online for creating and embedding gifs so get creative and have some fun with it. Not all providers allow embedded videos, but you can still link to a video using a screenshot for a similar effect.

3. Stick to brand guidelines

Style guidelines are simple to create but are incredibly important. You need to have a clear voice and look so that people remember you and trust your content. The tone of voice, capitalisation, font and formality are a good way to start, as well as how to greet and sign off messages. Colour palettes, image policy and text to image ratio will also ensure you have an easily recognisable brand that your readers have confidence in. One way to ensure brand consistency is to use templates, as they will hugely reduce your workload and ensure a clean consistent image. You can find many here:

4. Make it visual

Our experience online is predominantly visual, so do not present your audience with a block of text that is unlikely to pull them in. Even one high-quality photo header prettifies an email and implores your reader to continue. You can find free high-quality stock photos on many sites, or you could consider investing in paid for sites.

5. Personalise

Many providers allow you to pull different data into the content of your email, for example, the first name of your contacts. You should greet people with their first name, or put it in the subject line. If you don’t have a first name for some contacts, consider using their last name or an informal greeting that shows you already have a relationship with them.

6. Deliver

Make sure what you send is what you said you would send. One way to do this is to give your newsletter a theme.