In the previous episode we wondered what you need to know before creating a branded newsletter. At this point, let’s assume that we have decided that a newsletter is exactly what we need to complete our communication strategy, that we have the right content to share with users, and that we have the time and resources to support. this long-term activity. term (Have I ever scared? We are only at the beginning).
Now what are you doing?
In addition to choosing the tools in email marketing more suited to our needs – but we’ll talk about that in the next episode – we have to keep in mind four fundamental points, essential to create a powerful and rewarding newsletter.
Know who you are writing to
Ask yourself who your target is and, if that helps, follow the profile of a typical user identify their interests, needs, and problems that you could help them solve. This will allow you to bring useful ideas, solutions and tools to your recipient and become a reference point in a given area.
Your core business is the sale of furniture accessories for offices? You can create a topic on how to make small spaces functional, with suggestions on choosing the color scheme and illustrations on the arrangement of elements.
Password? Stand out and specialize.
Define editorial lines and plan releases
I editorial lines they are just columns comparable to those in print magazines. They are important because they allow you to be clear, each month, what content you will need to complete the newsletter – without having to rethink them each time from scratch – and why they are a element of continuity between shipments.
The editorial trend on furnishing small workspaces, for example, can become inspiring content for the category of designers who will start following the newsletter with interest precisely to collect ideas and ideas. Other examples of editorial lines could be a video presentation of new products, particularly relevant case stories, or interviews with successful architects and interior designers.
Five ideas for renovating the interior of your home are gathered in this furniture newsletter
Once the editorial lines have been defined, it is essential plan outings.
Fixing a calendar day for sending the newsletter allows you to be continuous in the activity but above all creates “waiting” for the user. Remember that your audience has chosen to subscribe to the newsletter, thus showing interest in you: your task will therefore be to keep it alive or even increase it. But how often should a newsletter be sent? There is no one answer to this question. Make a schedule based on how much time you can spend on it.
Do you want a tip? Do not overdo it.
Create short, clear and readable newsletters in no time
When you start creating your newsletter, the clarity and the easy to read should be your main goal. It is true that the user is interested in what you have to say, but it is also true that he does not have a lot of time for you, so you need to help him find the information immediately. ‘he’s looking for.
Divide the email into strips and put different content in each one. For each piece of content, add a title that summarizes it, a short explanatory text, and an image that immediately makes you understand what you’re talking about. Always assign the same visual characteristics to each editorial line so that it is easily identifiable in the newsletter. Avoid text walls and make heavy (but not too much) use of links and buttons: by referring the user to view content on your site, you lighten the email and bring free basic traffic.
In this design newsletter, each subject occupies a special box and is accompanied by text and images.
Use an eye-catching subject line that is reminiscent of newsletter content
Did you think the most important element of your newsletter was the content?
But no, it is the object. It’s his job to grab the user’s attention, intrigue them, and convince them to open the email.
Try to ask yourself which of your emails could be the most interesting to the audience and build on that. Or create a sense of urgency (For this month only, 20% discount on the Infinity office chair), arouses curiosity (See what we have in store for you!), make the user feel special (Only for you who have subscribed to our newsletter, the new Infinity armchair in preview). In short, unleash all your creativity to capture the reader’s attention.
Once you have completed these steps, you should be ready to send the newsletter to your database. Always remember to test it before officially sending it: check that the links work, that there are no typos and that all multimedia content is displayed correctly.
Are you running out of ideas or do you want to create a special newsletter? Take a tour here> Very good emails You can find an avalanche of emails to draw inspiration from.
See you next time!