An email newsletter is one of the most effective email marketing tools which when crafted well can help you in engaging your customer with great content and convert him into a loyal customer. Once a customer opts in to a newsletter, it shows up in their inbox until he chooses to unsubscribe, so its a great way to market your business. According to a National Client Email Report” (2013), 68% of marketers agree e-newsletters are the top email messages which helps to achieve their business goals, up from 45% in 2011. They can be used to inform, educate, engage and inspire your audience.
Given below is an example from Made.com that sports a clean layout, beautiful visuals and just the right amount of content. Let’s analyze it further to learn how to create one of your own.
Made.com surely knows the art of creating an informative newsletter without looking boring and salsey at all. Even though they are promoting their products in this newsletter but it doesn’t looks like an advertisement. They have used a conversational tone in the email which is a great way to pull the readers in. Also, they have used compelling product visuals to grab the reader’s attention and placed them in a manner that will encourage recipients to scroll to the bottom of the message.
Your subject line should be crafted in a manner that it clearly tells the recipient what is in it, but at the same time it should grab their attention and draw them in. Subject line of this email says, “Small wonders: 5 tips for saving space”. Made.com has given a nice touch to a generic subject line “5 tips for saving space”, which is a great way to encourage and lure the readers to open and read the email.
If you want to engage or convert your subscribers, an effective call to action is a must. It can be anything you want them to do: “Continue Learning”, “Get More Info”, “Click to Watch this Video”, ‘Shop Now” etc. but, it should be clear and powerful. The CTA button should be strategically placed too.
Using a powerful call to action is a simple and effective way to increase click-throughs, as they are great way to attract your reader’s attentions and encourage them to click on. Give people a definite path by including a clear call to action link or button.
People subscribe to your newsletter when they want to learn more about your brand. Use this opportunity to start interacting with them, the more you interact with them more the chances that they will become your customers. The tone of your newsletter will play a major role in determining whether they will keep on interacting with your brand or not.
Also, using a conversational tone is a great way to pull readers in as nobody wants to read a robotic sounding email.
Your newsletter should contain links of your social profiles as it gives you a chance to engage people on those platforms. Also it provides your subscribers an access to multiple contact points without being intrusive. This is a good way to encourage social sharing and it substantially increases the likelihood of your brand getting more followers.
The only thing which i think Made.com can improve is there unsubscribe button, which they have hidden at the bottom of the email without even highlighting it and making it a complete link.