6 ideas and a few methods to broaden your publication

Email designEditorial staff • August 18, 2021 • READ 6 minutes

With the advent of social media marketing, many people would think that email marketing is going to be obsolete. However, contrary to what you might think, email marketing is alive and well. Email marketing is a fantastic way to get your brand message out there, promote existing content, build and maintain brand awareness, and many other benefits that guarantee that you will reach at least one segment of your target market.

What is a newsletter?

Newsletters are one of the most common strategies in email marketing. These are emails that contain lists of the most exciting content about your company or brand. It can be helpful to stay relevant to your audience and get traffic. Still, they are also some of the most difficult to do properly.

Many brands run email marketing campaigns and invite us to subscribe to their newsletter. Then our inboxes are flooded with newsletters from various senders. Let’s be honest: we don’t read them all, but do you know which elements make a newsletter more relevant or attractive than the others?

Let’s share with you six tips for building a newsletter and some tricks to do each of them like a pro:

1. Set your goals so you know where you are going

Before working on any aspect of your newsletter, you need to know what your goal is to achieve. Do you want to stay up to date?; advertise your new products ?; do you invite your audience to attend your events? Your content, language, and even your design won’t be the same if you want to educate your readers instead of increasing your sales. So you need to have your goal clear before you start working on it.

Here are some tricks you can use:

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1. Align the goals of your newsletter with your business goals. What you want to achieve as a company can support you in what you want to achieve with your newsletter.
2. Plan and plan your campaign. When you have a plan, you have a mapped out path to achieve your goals, and with a schedule, you know how and when things need to be done.

2. Branding is key to standing out

Your brand needs to be present and consistent in every newsletter you send out. Your logo, signature colors, social media profile picture, and anything that makes your brand recognizable need to be a little knowledgeable about the design of the newsletter. This way, your audience can quickly know who is broadcasting it and what to expect from it.

Here are some tricks you can use:

1. Place your logo in a visible place. Your logo is the signature of the mailing campaign, so it must be visible and recognizable. If you don’t already have a logo, try this free logo maker tool from Placeit.
2. Use color psychology in your favor. Using your brand’s signature colors will help make it recognizable, but don’t stick to more than two colors. You can also use seasonal colors to set the mood.
3. Share business information. Share something about your brand to get more engagement with your audience. Share new achievements, some of your previous experiences, or let them know when you make a hiring.

3. Design with your brain, not just your eyes

Design is crucial when creating a newsletter. It has to be appealing, attractive, but also practical. You have to think in practice, not just think aesthetically; Your newsletter needs to be easy to read, not just pretty.

Here are some tricks you can use:

1. Choose the best template for you. There are thousands of newsletter templates out there, so choose the one that best suits your needs and stick with it. Your audience will get used to the look of your newsletter and look forward to it.
2. Make it responsive. Whether you use a template or any other tool to create your newsletter, make sure it works on both computers and smartphones. Many of your viewers will be checking their emails on their phones.
3. Use web-safe fonts. The best typography styles are the ones that you can read faster. So stick to the ones that work better on websites. Remember, less is more, so don’t use too many different typography styles.
4. Pay attention to the images used. Although most people like emails with pictures, it makes them heavier and many users choose to turn them off, so you need to make your pictures accessible. Make your content self-sufficient so it doesn’t depend on images and don’t use images to explain information. Consider avoiding an image as a background.
5. Use keys wisely. If your newsletter has controls to direct your audience to your website, social media, or other sites, make them visible and valuable (and make sure they actually work!)
6. Make it scannable. Don’t assume that your audience is taking the time to read the whole thing (even if it’s very brief). Make it easier for them to browse by splitting it up and they will be grateful to you.

4. Use a functional and consistent structure

Your email structure should support your content and make it easier for your audience to explore. Using sections to disseminate knowledge, initiatives, events, and ideas will make your readers more enjoyable. Establishing a structure can make it easier for you to create a future newsletter: It becomes a template for your content.

Here are some tricks you can use:

1. Captivate your readers with a great headline. Since it is the first thing they read, you need to grab their attention with a heading that is the subject of the email. If you click on them and open your newsletter, you have won.
2. Use a classic storytelling technique. Take your readers on a journey, make it fun, entertaining and engaging as you tell them the news as if it was a friend telling a story.
3. Keep things short. Your main goal with your newsletter is to get the reader from it to your website as quickly as possible. Try to make it so that it doesn’t take more than 3 minutes to read (or at least search through) it.
4. Have a clear call-to-action. The goal of your newsletter must be a call to action for your readers, and it must be precise. Would you like them to buy a new product ?; To use a promotional code ?; To follow your brand on social media? It has to be easy to do (a link or button can work). If your readers respond to this CTA, then your newsletter worked.

5. Broadcast the best content for you AND your audience

Perhaps you have a clear goal and message that you want to send to your audience. Still, the content you include in your newsletter has to be useful to your audience as well, otherwise it will lose interest.

Here are some tricks you can use:

1. Make your content helpful. Create content that will help your users achieve something. Create tutorials on how to use your products, submit educational articles, including tips about your industry. This makes your email relevant and something to look forward to.
2. Build traffic to social media. This might be more helpful to you than it is to your readers. Suppose you want more information. In this case, you can take the chance to go even deeper with your content on other platforms such as blogs, social media posts or YouTube videos. Try Placeit’s free intro makers to start producing amazing video content.
3. Balance information and advertising. Let’s be honest here; Nobody wants to open an email full of advertisements. Yes, your goal might be to increase your sales, but your newsletter should be at least 70% information and the rest can be your advertising.
4. Make it interactive for your readers. This is a great way to generate engagement and make your content shareable. Create dynamic content or polls so your readers can take part. This is also a handy way to get feedback from them.

6. Always test how your newsletter works

You need to make sure that your newsletter is working properly and helping you achieve your predetermined goals. The best way to do this is to test and try so that you can customize what needs to be customized and what needs to be changed.

Here are some tricks you can use.

1. Check how your email is working before sending it. You can send your newsletter to yourself or to a secure email account where you can test it. Here you can see if the buttons and links are working or if the images are displaying correctly; also any other technical details that you may need to test before they land on your audience’s screens.
2. Check if your audience likes it. You can ask your audience about your newsletter every now and then. Maybe they want more information than you are sending. Maybe they want more or less pictures or more interactive features. If you give them what they want, they will do the same for you.

Create the best newsletter for your brand!

A newsletter is a marketing strategy that takes time to create new engaging content on a regular basis. Still, this is one of the most effective ways to stand out for your target market and be close to them all the time.

Follow these tips and tricks and you will be well on your way to producing the newsletter your brand (and your customers) need!

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