Why newsletters are more relevant than ever?
Before we start, let us take a moment to remind you of the importance and relevance of newsletters. Unlike social media, you have more control over who sees your content. Indeed, we must not forget that the organic reach, the free visibility, of platforms like Facebook and Instagram is dropping to a worrying level every year. On average, only 5% of your online community will see your content.
Moreover, if something happens to your social media account, you will still have the possibility to send newsletters to communicate with your community. It is something to think about!
8 things we should find in a newsletter
Now that you understand more about the utility of newsletters, what should we find on them to ensure the final result looks professional and people want to read your content? We found eight elements you should pay attention to; let us see this more closely.
A catchy and informative title
The first element we want to present is one of the most important: the title. Also called the object, it is the call to action, the short message people will see when they receive their newsletters in their inbox. The text must be brief, representative, and appealing. Remember that you only have a few seconds to convince the potential reader to open your email.
If you need help with the sentence to use, consider using A/B tests. Most emailing tools offer this option.
Find out our tops to increase the opening rate of your newsletters.
Your logo and branding components
In many of our articles, we highlighted the importance of branding. The visual identity allows brand consistency and helps look more professional. Consequently, it is essential to use components of your brand image in several places, including in your newsletter.
Of course, the most well-known element is the logo. It should be placed in the newsletter header so people can easily recognize your business. But that is not all. You must also consider the color palette, the fonts, and the general style.
The main objective
Then, there is the question of the main objective. What is the primary goal of your newsletter? Why do you want to communicate with your community? Every newsletter sent should have a primary purpose, whether it is to inform or increase your revenues. Remain concise; people only have a few seconds to discover the content.
Also, it is essential to remember that sending a newsletter daily is unnecessary. In fact, this should be avoided. There is a direct link between the number of emails you send and the number of unsubscriptions. Therefore, only send a newsletter if it is relevant and valuable.
A header
Whether it is a website or a newsletter, the header is one of the first things people see. It is then vital to ensure that it looks good and it helps you be recognized quickly.
Consequently, as we mentioned before, we should look for elements like your logo, business name, and other visual identity components. You can even add a catchy title to encourage people to discover the rest of your newsletter. Do not hesitate to keep the best emails you receive to have ideas for later.
Professional-looking images
It is not because you decide to send a newsletter that you should not pay special attention to the visuals. Indeed, it would be more interesting to use pictures to make everything more alive.
However, you must ensure your images are light and clear. A low-resolution picture can harm your professional credibility. To ensure everything is perfect, we recommend you send yourself a test email and compress photos if needed.
Call to action buttons
As we mentioned above, every newsletter should have an objective. It can inform your community about a major change, the arrival of a new product, or a special promotion. One way to get results is to add call-to-action buttons directly to your newsletter.
This way, you will be able to verify the results, for example, with the click rate. Here is another tip: take the time to test all your newsletter’s buttons when testing it.
Social media badges
Most newsletters will also have a footer. Once more, like a website, it is the perfect opportunity to add some information and your social media badges.
Whether you are active on Facebook, YouTube, LinkedIn, or TikTok, mention it in your newsletters. You can even add a small sentence to invite people to follow you for more exclusive content. Often, a simple image with a link is enough.
An unsubscribe option
Finally, the last element we should find in a newsletter is simply an unsubscribe link. Besides being mandatory in several countries and emailing tools, it will allow people to tell if they are no longer interested in your products or services. See this as a gift; you will only keep the people who want to stay in touch.
Moreover, if you notice that your newsletters perform less well, it might say that it is time to clean your lists and remove those who never open your emails.
In conclusion, newsletters remain effective and relevant tools. If you have not used this type of email yet, consider using one to communicate with your community.
Regarding what we should find on them, start by defining a primary objective and a title, then consider the visual components and contents you desire to use. Do some tests, and check everything is working before clicking the send button!