What makes a great newsletter?
A great newsletter starts by telling the reader what's in it for them!
Evoke the senses
Use images, animation and video to grab your readers’ attention, motivating them to read on. Here are 25 examples of GIF animations used in email marketing.
A word of caution: before you use animations and videos make sure you know what devices your readers are using as this could affect their visual experience.
Know your audience
Is your typical reader going to be scanning your newsletter on the train or reading at leisure from the comfort of their sofa? If you know this, you know how much detailed information to include.
It’s important to note that no matter how much time your reader has there is still a limit to the quantity of information they can absorb before losing focus. It’s best to display information in an F- shaped pattern which reflects the way that people typically scan content.
Write an enticing title
It’s vital that the subject line is intriguing as well as recognisable to readers. Will a short, sharp line be effective or will your readers respond better to a lengthy, detailed subject line? Think about which key words are most likely to entice your readers by using a split-testing method. For keyword ideas see Econsultancy’s 152 Killer Keywords.
See our blog post, How to write headlines that sell.
Communicate what you want your reader to do
Show consideration for your reader
Before someone signs up for your newsletter say exactly how their data will be used and how often the newsletter is produced. Give them a chance to customise how often they receive your newsletter so that it is always welcome and never a nuisance. If they can customise they are less likely to unsubscribe.
Ultimately, what makes a good newletter a great newsletter is consideration for the audience..