Bespoke internal and external communication that captivates your audience
Newsletters
"You got mail" ... (but is it nice or noise?)
Newsletters can be a great tool to drive engagement and establish strong customer relationships - both internally and externally. It can be used to keep your readers and target audience updated on the newest topics, trends or current situations in your business.
BUT - Newsletters can also have the opposite effect and be considered as spam or noise.
To become a favourite newsletter - which doesn't suffer the death of inbox dust - there are some good practices you can stick to that will help you create engaging content which brings good value to your readers, and will be well worth your time and efforts.
Quick tip - Test and Analyse
Experiment with different designs, formats and content. Use analytics to understand what works best and continuously refine your approach.
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To make your newsletter stand out and truly captivate your audience, focus on these 10 best practices:
1. Grab attention and get visual
Use meaningful and catchy headlines as well as images and other visuals or interactive elements, such as polls and quizzes to encourage reader interaction and make your newsletter more dynamic.
2. Use active language, storytelling and be clear and concise
Use short paragraphs and clear messages that give true action and momentum. Deliver your message in a simple and clear way and use storytelling to create appealing content.
3. Catch the skimmers
Use plenty of sub-headings and key words for the reader to quickly decode your content.
4. Consistency with surprises
Send newsletters regularly, but sprinkle in occasional surprises like exclusive discounts or behind-the-scenes content the readers can’t find elsewhere.
5. Know your audience and make it relevant
Show the benefit and impact of your content, and tap into your readers world with timely information and content that is relevant and useful to them, mathcing their interest or need. Examples are tips, industry news or exclusive offers. Always aim to educate, entertain or inspire.
6. Use Call-To-Action (CTA)
Drive engagement and guide readers towards taking specific actions through strong call-to-actions (CTAs), using goal-oriented verbs (eg explore, join, start, upgrade, discover, create, sign up).
7. Write in a conversational tone and with a strong brand voice
Use a professional, yet informal tone. Let your brand's personality shine through in your writing style and tone. Authenticity resonates with readers.
8. Make things personal (but don’t get creepy!)
Personlise where you can to get the reader to respond to your content better. You can for example segment your audience and tailor content to their interests, needs or preferences. This makes the newsletter feel more personal and engaging.
9. Your subject line deserves attention
Spark readers interest with a good subject line that is intriguing and awakens curiosity. Personalisation (like using the recipient's name) can also increase open rates. We all judge emails on the subject line.
10. Design really does matter
Always think about the reader’s experience. Use a clean, visually appealing layout with consistent branding. Incorporate high-quality images, videos or graphics to make it engaging. Great content in a bad design rarely gets the attention it deserves.
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