How to Craft Email Newsletters That Captivate Your Audience

Newsletters remain a valuable way to attract attention, with an average open rate of 22%. Average rates are as low as 15% and as high as 25%, putting newsletter open rates in the middle.

If your small business has yet to launch an email newsletter, there’s no better time.

Weekly, monthly, or quarterly newsletters can inform your audience, strengthen customer relationships, drive conversions, and sell more products and services.

Committing to a weekly newsletter ensures regular engagement and keeps your audience informed and looking forward to each issue.

In this blog post, we’ll explain how email newsletters work and what goes into successfully planning a newsletter, including plenty of do’s, don’ts, and best practices.

Table of Contents

Key Takeaways

Email newsletters can be valuable for building your brand, increasing trust, winning more conversions, and retaining loyal customers.
Small businesses can use affordable tools for creating custom newsletters, including email marketing software like EngageBay.
Your business must track notable KPIs to ensure your campaign is heading correctly.

Understanding Email Newsletters

Mailjet email list — *Image courtesy of Mailjet*

A newsletter is an informative, educational report on your company and industry issued through email. Some businesses send newsletters weekly, while for many more, it’s monthly. Bimonthly and quarterly are two other timeframes to consider.

There are many types of content you can select from when compiling your newsletter, including:

Top 10 lists
Employee of the Month features
Customer reviews and testimonials
Letters from the owner
Referral and share links
Event recaps
Roundups
Holiday greetings and wishes
Free resources
Gift guides
Blog posts
Interesting stories
Insightful news
New product or service announcements
Behind-the-scenes glimpses
Expert interviews
Coupons and discounts
Upcoming events calendar
Polls and surveys
Industry news
FAQs
Case studies

Newsletters are like an amalgamation of your other content marketing efforts.

You can share blog content, webinar or video transcripts, checklists, eBook previews, and other short- and long-form content in your newsletter to educate your audience and inspire them to purchase your product or service.

The Benefits of Email Newsletters

Let’s unpack those newsletter perks I touched on in the intro.

Helps build your brand

A newsletter is a golden opportunity to put your brand on display, from the logos and graphics you use in your content to educating your audience about your brand and displaying your helpful, welcoming tone (or whatever your brand tone happens to be) in email.

I always say that as a small business, your work is cut out for you in building a brand.

Launching an email newsletter shortly after your company goes live is a great way to establish that brand and strengthen it by association with each upcoming edition of your newsletter.

Improves lead conversions

Converting leads takes a lot of nurturing unless they enter the already warm funnel (as is the case with marketing-qualified and sales-qualified leads).

Building the educational, informational foundation through an email newsletter means leads should begin gliding through the sales funnel faster, as they’ll have more of the information they need.

Strengthens customer loyalty

Email newsletters are also a vital tool for maintaining those customer relationships you’ve already worked so hard to build.

Keeping your customers in the loop of your newest products and services and what goes on behind the scenes in your business will go a long way toward keeping them engaged.

Offering exclusive, limited-edition discounts in your newsletter is another surefire tactic to increase open and click-through rates for longer-term customers.

Increases email subscriptions

High-quality content spreads fast, and that goes for newsletters as well. As more of your audience begins buzzing about the quality of your newsletter content, you should notice more prospective customers opting in.

You should use automation if you aren’t ready to begin the lead nurturing process with a welcome message and a series of drip emails until your next newsletter goes out.

Improves content marketing success

As you’ll recall, newsletters tie in with existing content marketing campaigns beautifully.

You can cross-post your blog posts, video content, webinar materials, case studies, event reports, and pieces of your eBook within the newsletter, where this content will be right at home.

Incorporating your content into your newsletter gives it a second opportunity to drive your audience to your website.

Elevates website traffic

On that note, you should see a steady uptick in website traffic because of regularly sending your newsletter.

Your website must be optimized with a focus on UX and neat navigation, so prospective customers can find what they want and buy it.

Boosts sales

If done successfully, an email newsletter can be an excellent driver of sales.

Promoting new products and services, offering limited-time discounts, and building more loyalty to your brand will keep customers buying regularly.

How to Plan Your Newsletters

Email newsletters don’t grow on trees.

Effective email marketing efforts, including planning your newsletter, require foresight and meticulous preparation, as it can take months for a newsletter to come together. Here are the steps required to create yours.

Step 1: Set clear goals for your newsletter

First, it’s time to sit down with a few other key parties within your small business to determine what goals you want your newsletter to achieve.

Are you hoping for more website traffic? A higher rate of conversions? More engagement? Sales?

Whatever the goal, keep it tucked away in the back of your mind as you begin putting your newsletter together. You’ll refer to it often.

Step 2: Define your target audience

Next, determine who among your audience would be the most interested in your newsletter content.

If you haven’t already segmented your audience, you should do so before you write a single word of your newsletter content.

Personalization is required for your newsletter to succeed, and that means, at the very least, targeting your content to your segmented audience niches.

You should also use the customer’s name and their shopping history and pain points to determine which newsletter content is the most relevant to them.

Step 2: Choose the right email marketing software

Before you can send newsletter content, you have to choose the ideal service to help you do it. There are many email marketing tools you can select from, and we’ve compared them all, such as below.

With so many excellent options on the market, how do you select one? Well, our blog content, like the article above, will help.

We think you’ll gravitate toward EngageBay for your email marketing, especially as a small business owner. Our all-in-one startup CRM includes a series of email marketing tools to propel your campaign goals forward.

For example, you can send bulk emails and newsletters, produce targeted marketing messages, automate emails, customize email templates, personalize email content, receive real-time email alerts, integrate third-party software, and receive reporting.

EngageBay’s prices are small-business-friendly, with a free-forever plan and affordable pricing tiers beyond that.

Step 4: Brainstorm content

With the foundation of your newsletter coming together, it’s time to decide what kind of content will fill it. You don’t have to write all original content, as you can reuse materials from your blog, for example.

However, you can’t regurgitate everything.

The newsletter is supposed to offer value to all groups that comprise your audience. Those who have been with you for a while might have watched all your videos and read all your blogs, so recycling them will hold no value for them.

You might consider loose newsletter themes to help you decide which content to include or address the most frequent pain points your audience identifies.

Once you have some ideas, build an editorial calendar so you can continue publishing newsletters regularly.

Step 5: Produce the content

You’ve identified what kind of content you need, so now you can sit down and write or record it. The same content production processes your small business uses can apply here.

Step 6: Select a template (or create your own)

Many email marketing tools, such as EngageBay, offer a variety of premade newsletter templates, including customizable email templates that can be tailored to fit your content’s needs.

These pre-made templates provide a convenient starting point, especially for those unfamiliar with email design or seeking inspiration for their newsletter’s layout and style.

Options range from replicating the look of a newspaper, opting for an e-magazine style, to using responsive templates that ensure compatibility across email clients like Mailchimp.

You’re not limited to the default features of these templates.

You can configure text, newsletter layout, CTA button copy, logos and graphics, and newsletter colors to better match your brand and message. This level of customization allows you to leverage the benefits of email template design, making your newsletter more engaging and effective.

Of course, if you have the time and the drive, you can always build a newsletter template from scratch.

This path allows for maximum customization, catering specifically to your brand’s unique requirements. However, it might necessitate a deeper understanding of advanced newsletter-building skills, such as HTML.

Step 7: Test your newsletter

Regardless of whether you built your email newsletter template from scratch or used one included in your email marketing software, you must still always test your newsletter before you send it.

EngageBay’s email marketing tool has A/B testing, allowing you to compare two versions of your newsletter to ensure which will drive the most opens, click-throughs, and conversions.

If you’ve suffered from bad bounce rates in the past, you must begin A/B testing your campaigns. It will make a big difference.

Step 8: Plan a time to send the newsletter and schedule it

The great thing about email marketing tools is you can automate when your newsletter goes out, scheduling it whether the bulk of your audience is part of your time zone or halfway across the world.

After identifying the best times, you can schedule your newsletter and move on to the next task on your massive to-do list. It’s set it and forget it.

Step 9: Track analytics

How did your newsletter campaign do? Built-in analytics in your email marketing software will paint a clear picture.

For example, EngageBay’s analytics use predictive modeling to help you plan more successful campaigns. You can also track all the email and website metrics you need to determine how your campaign performed and how to do better next time.

How to Create the Perfect Content for Your Newsletters

Of course, content creation is very nuanced, and I recognize that.

That’s why I want to present this collection of tips to help you produce A+ content with every email newsletter going forward. A crucial aspect of this is learning how to catch readers’ attention. This can be achieved by crafting engaging headlines or incorporating interactive elements within your content.

By focusing on strategies that pique the interest of your readers, you ensure that your newsletter not only informs but also captivates your audience, keeping them engaged from start to finish.

Craft compelling subject lines

Here is a collection of tips to internalize when writing subject lines:

Keep the character limits between 50 and 60 to ensure your subject line isn’t cut off.
Drive a sense of curiosity by asking difficult-to-answer, thoughtful questions.
Incorporate power words into your subject line.
Segment your email lists and personalize the subject line.
Use punctuation sparingly; one punctuation mark per subject line is fine.
Include a call to action in the subject line.
Be specific about what the newsletter content is about.
Address the email to the recipient.
Send newsletter content (and other email marketing content) from a familiar email address.
Convey a sense of urgency or FOMO.
Incorporate numbers into the subject line.
Use only a limited number of emojis, with one or two just right.

Keep your content relevant, engaging, and valuable

The last thing you want is for your subscribers to ask, “Wait, why did I subscribe to this newsletter again?” Your newsletter content might extend beyond what readers will find on your website or blog, but it still must be targeted and relevant.

Incorporate visual elements

Visuals such as your layout, logos, graphics, and images require careful consideration.

The visuals should attract attention but not to the point of being distracting. That requires striking a careful balance and utilizing whitespace in your design.

Personalize your newsletters

The greater the personalization you can incorporate into your email newsletter, the higher the chances of its success. Remember to use the recipient’s name in the email, address their pain points, and recommend services or products in the newsletter.

How to Design Your Email Newsletter

Email newsletter layout — *Image courtesy of HubSpot Blog*

Are you ready to knock it out of the park with your email newsletter? You can’t do that without responsive, clean, engaging design.

The following pointers will help you nail it the first time.

Choose your newsletter colors carefully. They don’t have to be a one-to-one match of your logo colors but should be close to remain aligned with your brand.
Use unsubscribe links. If your audience changes their mind about engaging with your newsletter, they can unsubscribe easily without reporting you for spam, which hurts your sender’s reputation.
Put your CTA button above the fold. You can add a second button below the fold if you like, but you need that main one to be visible.
Use web-safe fonts, aka none that are customized or require a download to display.
Choose a readable typeface and font size. If your audience struggles to read your newsletter, they won’t bother opening the next one.
Embrace whitespace. It can be used to separate visual elements and make your newsletter layout look neater overall.
Use high-res visuals, including images and videos.
Add custom visual media rather than stock imagery, as this will lend itself better to your brand and come across as more authentic.
Optimize your email newsletter for mobile users.
Be consistent. Once you’ve found the right layout and typeface for your newsletter, use them or similar variations going forward.

EngageBay’s free email templates are all HTML-based, with over 1,000 to get you started. Envato Elements also has a series of templates you can customize, with 260 of them.

Growing your subscriber list

Acing your email newsletter layout and design is one thing. However, if no one reads your emails, it doesn’t matter how optimized and good-looking they are. They won’t make an impact.

Try these best practices as your small business grows your email audience.

Build trust with social proof

Reviews and testimonials with glowing remarks about the tenacity of your small business will inspire uncertain leads to subscribe to your email list.

Case studies can also be valuable, as they put the reader in the shoes of your customers to see how you improved their professional or personal lives.

Create enticing lead magnets

Lead magnets are another awesome way to drive up more email signups.

However, not any ol’ type of lead magnet will do. You should select targeted content that addresses your audience segment’s primary pain points. That way, you can be sure the content provides value.

Comply with email regulations

From CAN-SPAM to the GDPR, if it seems like there are more email laws and regulations than ever, that’s because there are. They’re all required for your small business to pay attention to, especially if you have customers in international markets.

Violating email regulations means getting fined and losing your audience’s faith.

It’s not worth it when it takes little time to read the rules and ensure you comply with every email you send, even those outside your newsletter.

Use exit intent pop-ups

Uh-oh, is a visitor about to leave your site without sharing their email address?

This is exactly what exit intent pop-ups are engineered to do. By offering website visitors 10% off or providing another exclusive, incentivizing deal, you can collect the email address you need and grow your newsletter.

Have a sweepstakes or giveaway

Everyone loves free stuff; it’s one of those facts of life. Tap into that by hosting a giveaway or sweepstakes. You can even hold a contest if you wish. The requirement for entry should be an email address so you can increase your list.

Increase signups by ensuring you have an excellent prize, whether it’s cash, a gift card, or your products and services.

Require emails to participate in a webinar

You have a wealth of knowledge about your industry. Share it by hosting a webinar. Attendees can join by sharing their email address, where they’ll then receive updates and news about the webinar leading up to the big day.

You can use webinars to drive up email subscriptions, whether you’re charging for the webinar or offering it for free. Webinars are valuable because you can use transcripts as lead magnets, so make sure your small business offers at least a few.

Improve your content quality

Valuable content is worth a lot to any audience. Once you hook them in, don’t get lax. Continue sending tailored, personalized, high-quality blog posts, newsletters, videos, and all other nature of content.

Your most loyal customers are also your biggest supporters who can drive more referrals.

How to Analyze Your Email Newsletters

I talked earlier about the importance of analytics in determining the success of your email newsletter campaign, but precisely which KPIs should you measure? Here’s a rundown.

Open rate
Click-through rate
Bounce rate
Subscribe rate
Unsubscribe rate
Delivery rate
Clicks by URL or link
Spam complaints
Website traffic
Conversion rate
Email forward rate
Engagement rate
Social shares

How do you begin analyzing the performance of your newsletters?

Your email marketing tool of choice should have an analytics and reporting section.

Within there, you can highlight specific data points you want to focus on, request reports, and use historical campaign info to make data-driven decisions that improve your newsletter.

Common Mistakes While Crafting Email Newsletters

If email newsletter marketing were easy, everyone would have sky-high open and click-through rates. However, I think we all know that’s unrealistic.

Before your first email marketing campaign goes live, do yourself a favor and review this list of do’s and don’ts. Your future self will thank you!

You’re not segmenting your audience

Emailing everyone rarely has the kinds of KPIs you anticipate.

You need a target audience to build your email newsletter campaign around. You shouldn’t create the campaign first and then try to make your audience fit.

You’re too salesy

A newsletter is not a sales email. Sure, it has sales elements like writeups of your products and services and discounts and deals, but it’s more than that. Trying too hard to push a sale in your newsletter could elevate your unsubscribe rate.

You write your newsletter without a goal

What’s the point of any marketing activity without a goal in mind?

You can’t create a clear, actionable path to success when working with abstract concepts and vague ideas. Take the time to hammer down the details before your email newsletter campaign goes any further.

You buy your email lists

Purchasing an email list is a fast way to get more subscribers, but you won’t likely retain them.

Once you begin issuing emails, the subscribers will make up their minds about your content and likely unsubscribe en masse.

The only way to grow an email list is by following the strategies above. It can be a long game, but it’s worth it, as you will have engaged subscribers who want to read your content.

You’re not monitoring your KPIs

Listen, I know it’s sometimes nerve-wracking to look at your metrics, especially for your first few email newsletter campaigns, but you can’t put your head in the sand and pretend the numbers aren’t there.

Even if you fail, that’s okay.

You can learn from your errors to strengthen your email marketing campaigns for next time.

You’re misaligning your subject lines and body content

If your subject line mentions A and B, but your body content only goes on about C and D, that will raise suspicion among your audience. Irrelevant email content is likely to lead to spam complaints and more unsubscribes.

It’s sometimes hard to write a subject line that encapsulates your entire newsletter, but do your best to touch on at least one or two points in the email body.

You’re misleading your audience with your subject line

Sensationalistic subject lines may have their place, but your email newsletter campaign isn’t one of them.

Inflating the content of your subject line or overpromising to make your emails more enticing might drive more open rates, but it won’t elevate your click-through rates.

More so, this is another way to watch your unsubscribe rate jump.

You’re cramming your emails with too many elements

I love an eye-catching visual element as much as the next email marketer, but you can’t use too many in one message. Remember, whitespace is your friend.

The goal is to wisely incorporate it, not block every last trace of its existence with images and videos.

Besides, overloading your emails with visual media will make them load slowly, especially on mobile devices.

You’re not using a call to action

Please don’t forget your CTA, as it’s one of the most important parts of your newsletter, if not the most important part.

CTAs are what get people from their inbox to your website or social media feed, so you need a good one or two in your newsletter. One must be above the fold, as you’ll recall.

You’re mass emailing without segmentation and personalization

Sending hundreds of emails might feel productive, but it’s often anything but.

Most marketers who send mass emails don’t bother to segment their audiences and tailor the content to their pain points. In other words, it’s emailed to anyone and addressed to everyone.

The generalized content won’t perform well and could lead to an influx of people unsubscribing because they feel the content is too irrelevant.

Besides, sending huge numbers of emails without warming up your IP is a great way to hurt your sender’s reputation, impacting email deliverability.

You’re not optimizing emails for mobile

With more than one billion people accessing their emails via phone, you must have emails optimized for mobile and desktop devices alike.

Forgetting this important element will almost certainly lead to campaign failure.

Case Studies and Success Stories

One of the best examples of successfully utilizing email newsletter campaigns comes from LandCafe.pl, a coffee and travel eCommerce store.

They wanted to boost product awareness through their email newsletters, especially their artisanal coffee beans. Further, they were hoping to use email to increase their sales and shorten the time customers spend making up their minds.

To do this, they launched a three-part email sequence to their newsletter audience that provided educational information on their products, helped readers develop an affinity for what they sold, and then elevated trust so they’d feel readier to buy.

LandCafe.pl’s sales rate increased to 54% through these emails.

SEO Tips

Use relevant keywords naturally throughout your articles.
Optimize your images with alt text.
Link to authoritative sources in future and past content.
Encourage social sharing and comments to increase engagement.
Use meta tags effectively in the description and title.

Conclusion

An engaging email newsletter can open doors for your small business.

You’ll have more leads, convert more of them into customers, build better customer relationships, and strengthen your brand with your consistently high-quality email content.

Creating a newsletter begins with knowing your goals and your audience. Then, you can choose the right email marketing software to align with those goals and begin creating and testing your content.

Implementing the tips discussed in this guide will help your first email newsletter be one success of many.

EngageBay is an all-in-one marketing, sales, and customer support software for small businesses, startups, and solopreneurs. You get email marketing, marketing automation, landing page and email templates, segmentation and personalization, sales pipelines, live chat, and more.

Frequently Asked Questions (FAQ)

1. How do I advertise an email newsletter?

Promoting your newsletter via your website, blog, and social media accounts is one way to spread the word. You can also tap into your referral network and have them share the news through word of mouth.

2. Is a monthly newsletter enough?

That depends on your goals. You should send emails at least weekly if you hope to elevate your website or social media traffic. However, monthly emails are fine if your newsletters are more for informational purposes.

3. How long should an email newsletter be?

Aim for around 200 words to drive higher click-through rates. Link to longer-form content rather than include the full text in your newsletter.