10 Pro Tips for Creating a High-Converting Email Newsletter

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November 11, 2022

in Blog, Email Marketing

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Writing a newsletter is sometimes not that easy! You know what you want to tell your readers in the newsletter. However, you often sit in front of the screen as if you were in front of a white sheet of paper and don’t know how and where to start. That can be changed! With the help of our 10 Pro Tips, you can learn ‘how to create an email newsletter’ in no time at all – with content that will make your subscribers click the call-to-action button with sheer enthusiasm!

1. Start with a crisp headline

After you have come up with an attractive subject for the newsletter and have packed more exciting information about the mailing topic in the e-mail header, it’s time to get down to business – the actual newsletter content!

Let’s start with the first step: You can increase the interest of the subscribers, which you have already aroused with your subject line, even further with the help of an attractive headline when opening the e-mail! Think about what the main message of your newsletter should be and how you can summarize it in a catchy newsletter headline.

This has the advantage that your readers can see at a glance what your newsletter is about. If the headline convinces them, the probability is very high that they will take the time to read the entire newsletter text!

Try to keep the headline as short as possible – even if it’s difficult! Avoid text headings that span multiple lines. That can quickly become too intrusive. Instead, you can work with the main heading and a subheading, whereby you should focus on the main heading with a larger font size and bold type or with a prominent web font. This allows you to share more information with your subscribers in the newsletter title without the headline visually “overwhelming” them.

With a summarizing and exciting headline, you increase the interest of your subscribers and encourage them to continue reading the newsletter. It is up to you whether you place the headline above or below the header image – both work!

2. Give a personal touch

Please take it personally! Before writing the introduction to your newsletter, it’s a good idea to greet your recipients individually by name. This makes you, as a company or brand, more approachable to your readers as your email becomes much more personal in one fell swoop.

Depending on the industry and company, different greetings may be appropriate: When choosing between “Dear…”, or just “Hello…” it is best to use the communication style that you usually used on your website.

In our experience, e-mail marketing in general is usually a little more relaxed. After all, you want to establish contact with your target group with your newsletter and create a long-term relationship. A heartfelt “Dear Mr. Jack” has a much more sympathetic effect and automatically creates more closeness than a comparatively more distant, cooler greeting.

What is needed for personalized greetings? Of course, the customer and prospective customer data that you want to use in the form of address, i.e. usually the first and/or last name and, if necessary, the gender (for “Mr.” or “Ms.”) of your recipients. If you have this data, it is incredibly easy to send individual newsletters: You do not have to send a separate e-mail to each customer or prospect, but with email tools, you can add one to each of your e-mails with just one click insert a personalized form of address. This ensures that the appropriate name is automatically inserted into the greeting for each recipient when the message is sent. This is how you show that you care about every one of your readers!

Create a personalized newsletter now with TextProz Email Newsletter Writing Service.

3. Avoid clutter

The salutation is done. Go on! Before you start writing confusingly, it is always worth first listing in bullet points what information you would like to share with your subscribers in the newsletter. You can then arrange the various items in your content list in an appropriate order and consider which aspects of it fit best into the introduction, body, or conclusion of your email body. This is how you end up with a well-structured email text!

Now, how to create an email newsletter, imagine you are telling someone a story. In your newsletter story, you should raise the arc of suspense to the highest level of suspense, so that at the end of the day, clicking on the call-to-action button appears to your readers as the only possible happy ending to the story.

Introduction: Before you fall straight into the house with the door, an introductory sentence, which only increases the curiosity of your readers even further! Would you like to present your new collection, which is now available in your online shop? Subscribers who can identify with this situation will continue reading your newsletter! So it makes sense to always address a well-known problem from everyday life in the newsletter introduction, which ideally affects most of your recipients.

Body of newsletter: Depending on the goal you are pursuing with your newsletter (e.g. informing, selling, or entertaining), the newsletter content will of course also vary. However, the main part should always be about excitingly presenting your concerns. For example, you can reveal the secret that your new collection is now available online, your readers can now read your latest blog article on a hot topic, or that an unbeatable discount promotion is starting today. In the case of innovations and updates for one of your products, you can also go into the main part about why you decided to update.

Footer of Newsletter:

You should give your all in the final part of your newsletter! The point here is to engage your readers in such a way that they want to know more and therefore click on the call-to-action button. In the example with the new summer collection, you naturally want to get your readers so enthusiastic about your new outfits that they want to look around in your online shop directly. Therefore, pack all the advantages in the final part of the text that your customers will enjoy thanks to the new trendy items from your shop. If your newsletter is about a new blog article, on the other hand, you should point out to your subscribers at the end how the tips from the article can be implemented in everyday life and thus help them to solve a specific problem.

When you are exploring how to create an email newsletter, you should always keep the so-called AIDA model in mind to ensure the right structure. The AIDA principle is a marketing funnel that companies should follow for their advertising to encourage consumers to buy. The A stands for Attention, the I for interest, the D for desire, and the A for action. This also applies to your newsletter:

Source: HubSpot

Attention:

With an appealing subject and a modern header image, you will arouse the curiosity of your subscribers and thus gain their attention.

Interest:

An attractive headline and an exciting introductory sentence arouse the interest of your recipients, who now want to find out more.

Desired:

The newsletter text, which presents all the advantages and shows your readers THE solution to their problems, makes your prospects want to buy your product or learn more about the presented topic on your website.

Action:

A bold and cleverly labeled call-to-action also encourages your readers to click the button – and they’ll find themselves on your site!

Regardless of the topic of your e-mail, you should also observe the following tips when writing the newsletter so that your newsletter text is clear and structured:

It is better to have more short paragraphs than a few long ones
Short sentences for easier reading comprehension
Sufficient white space to the left and right of the newsletter text and sufficient line spacing
Emphasizing the most important phrases and keywords in bold type, for easier scanning of the text

4. Quite true: Delete filler words

The longer a newsletter text is, the lower the probability that your recipients will read it completely. Therefore, when writing your newsletter, avoid unnecessary filler words that only bulk up the text unnecessarily and stretch it out.

In the end, it is best to read the entire text again from top to bottom and cross out all superfluous words, without which the text would be just as easy to understand.

5. Motivate readers to click with action verbs

The omission of unneeded substantiations of unknown technical terms increases the comprehensibility of a text and reduces the reading effort required. Please what? How to put it more simply: In your texts, refrain from turning verbs and adjectives into nouns and from incorporating complex technical terms. On the other hand, use positive, active action verbs such as B. “increase”, “win”, “profit” or “save”!

Your e-mail text may sound more professional with nouns, but let’s be honest: Your subscribers probably neither have the time nor the inclination to have to read your text several times to understand what you want to tell them. So keep it simple and write your newsletters the same way you would talk to your customers on the phone.

6. The tone makes the music

If your subscribers enjoy reading your newsletters, you’ve got a foot in the door. In the long term, this creates a bond with your company or your brand. This loyalty in turn increases the chance of a successful newsletter conversion, which means that your readers e.g. B. order one of your products or register on your website.

In e-mail marketing, in particular, your communication style can sometimes be a little more relaxed. Of course, there are still some areas and industries where too much looseness could appear dubious. But after all, you know your customers and subscribers best and you can certainly estimate without any problems what degree of colloquialism and wit your target group is capable of in the newsletters.

7. Pull together and show empathy

When writing your newsletter, you should always remember that you depend on your subscribers at least as much as vice versa. That’s why it’s important to keep showing your readers that you care about them. Simply sending out newsletters designed to sell your products is not the way to go. Instead, show your recipients that you are thinking of them, e.g. through helpful newsletters with important tips, step-by-step instructions, recipes, evaluations, or creative ideas. At first glance, these may not be of much use to you as a company, but they help your readers or simply surprise them in a positive way.

What you get: Happy subscribers who think your company is great and are interested in staying in touch with you – and maybe also in integrating your products into their everyday lives. Accordingly, your newsletter text should convey a feeling of “together” and “mutual” and give your prospects and customers confirm that they have made the right decision with your company or brand!

8. Put facts on the table

Make comparative statements in your newsletter or reflect the opinion of your existing customers, you should always back them up with real facts. On the other hand, the use of concrete facts has a clear advantage for you as a company that the information is more convincing and encourages your readers to take action, e.g. set up your online shop so that you can sell more.

9. Time is golden: Read the text again with a little distance

We all probably know it: You tinker with a text for a long time and rewrite a sentence here and there and replace a few words with better-sounding ones when you read them again. In the end, you are more or less satisfied with the result and put the text aside. The next day you get a bit of a shock when you realize how many typos you missed and that a few sentences sound weird.

That is normal! That’s why it’s always good to take a step back after you’ve finished writing your newsletter. Let the text rest for a bit and devote yourself to another topic to clear your head. You will notice that with a fresh look it is much easier to put the finishing touches to the text and to notice and correct the last careless mistakes. Another good practice is to read your newsletter out loud. Even if you may feel a bit strange at first – when you read aloud you automatically notice which passages you stumble upon while reading. Try it!

10. Four eyes are better than two: have it proofread before sending

You did it – your text is up! Before you send out the newsletter, you should subject your masterpiece to an endurance test. For example, send the newsletter to your colleagues and ask for feedback – four eyes always see better than two!

Want more content marketing tips, insights, and examples? Keep visiting TextProz Blog. If you need help from a professional content writing agency visit our Content Writing Services page.

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