Newsletters are not something you dash out your lunch break. They need careful thought and preparation not only a time commitment. Whilst there is no doubt that when used well, newsletters are very effective, getting started on your first one can be daunting.
You can check as many newsletter examples as you want, but you can create one for your business only after considering a number of important points.
What is the ultimate goal of sending your newsletter?
You have to answer this question before going any further with newsletter design. For most people, a newsletter is a way to sell something in a way less explicit than a sales email. Sometimes, you want to send newsletters to your subscribers reassuring them that your business or organization is doing great and is in a perfect position to deliver top-notch products. It may also be a way of informing your subscribers that you have introduced changes to your customer service strategy.
As you can see, you may decide to write a newsletter to achieve many different goals, but it is important to be clear about the goal of the newsletter not just the content. Know why you want to create an HTML newsletter and it will be easier to create something that conveys the message perfectly. Having a single purpose in mind is important, as it creates greater impact if you have a focused message.
What sorts of visuals should you use?
Newsletters work better when they are visually appealing. However, this does not mean you will always need visuals. Many newsletters serve their purpose well without a single graphic or image. But, you can get better results by accompanying a couple of visuals with the text. You can keep it simple though – even a photo of your company office will help personalize the message so it resonates better with your audience. In case it feels difficult to find an image, you can create a similar effect by using a graphic. Using graphics makes newsletters a lot more engaging and entertaining for your subscribers who are then more likely to read your message. Just be sure to maintain a balance and don’t go overboard or you could end up creating distractions that dilute the message.
Should you direct your subscribers to other pages?
It will work in your favor if you could convince your subscribers to read your newsletter and then click the link to go to your landing page or website or to even read an expanded, unabridged version of your newsletter. However, you need to do it carefully. Newsletters that make promises then fail to have a working link are annoying and loses customers. Whatever you do, continue to make your newsletter as informative as you possibly can.
If all else fails, but yourself in the position of your subscriber. Being objective about what you have spent hours producing might be difficult but it’s a useful skill you can master with practice. Try changing your perspective and reconsider our three questions then. It could give you some useful insight into what it’s like to be on the receiving end of your newsletter.