Mastering the Art of Engaging Newsletters: Top 10 Strategies for Success
by Kavya Ashok - Oct 09, 2024
Newsletters - those regular visitors to your inbox that can either make your day or have you reach for the delete button. So, how do you ensure that your newsletter falls into the I-HAVE-TO-READ-THIS category?
Spoiler alert: crafting a good newsletter isn’t an unattainable art form. It’s about knowing how to write a newsletter that resonates with your audience while offering value. With the right approach, you can keep readers engaged, informed, and eager for more.
Let’s dive into some practical strategies for writing a newsletter that not only catches attention but holds it too.
1. Get them with a headline that kicks b**t
Your newsletter subject line is like the trailer for a movie. If it’s bland, your audience might scroll past without a second thought. But if it’s punchy and intriguing, or in today’s world, we call it “clickbaity”, you’ve won half the battle. Crafting a compelling headline is the first step in how to write a newsletter that grabs attention.
Experiment with a mix of emotions of curiosity and value. A headline like ‘Expert Tips You Didn’t Know You Needed’ or ‘5 Quick Ways To Know Your Business Is Winning’ gets people thinking, “Okay, I need to see this.” Keep it short and to the point, preferably under 50 characters, so it fits neatly in your subscribers' inbox.
2. Yes, make it PERSONAL!
Nobody likes reading a generic message, right? One surefire way to elevate writing a newsletter is by personalising it. Address your readers directly and tailor the content to their interests. Using someone’s name in a greeting is a good start, but it goes beyond that - think about their preferences and needs, and maybe even have customised lists speaking to their interests specifically.
Personalisation can also involve segmenting your audience based on their behaviour or past interactions. Are some readers more interested in product updates, while others prefer industry tips? Cater to those preferences, and you’ll have people feeling like you’re speaking directly to them, like Year End Wrap by Spotify. From the number of minutes, to guessing your #1 song, the copy, visuals and CTA all align to make you want to open that email, like NOW!
3. Keep it clean
You may have written the best content in the world, but if it’s visually overwhelming, readers won’t stick around long enough to find out. How to make a newsletter visually appealing without going overboard? Keep it clean, simple, and easy to navigate.
Use headers, subheaders, and bullet points to break up long sections of text. Add relevant images, but don’t clutter the layout. A well-organised newsletter with plenty of white space, or your brand colours, makes it easier for readers to digest the information. When in doubt, prioritise clarity over flashiness.
4. Let your brand voice sing
Newsletters that sound like they were written by a robot are no fun to read. Inject your brand’s personality into the content. Whether your tone is friendly, professional, or quirky, let that come through naturally.
A conversational tone can help too. Imagine you’re writing to a friend instead of crafting a formal essay. If your brand allows, throw in a bit of humour or even a pop culture reference. This helps make the content fun and helps your newsletter feel relatable and human.
5. Values > Sales
If every newsletter you send is just a sales pitch, don’t be surprised if your open rates start to drop. People get tired of being sold to constantly. Instead, focus on providing real value. Offer tips, insights, or relevant information that your audience can actually use.
Whether you’re sharing how-to guides, product recommendations, or behind-the-scenes content, make sure you’re helping your readers solve a problem or gain something useful from the experience. The trick to how to write a newsletter that keeps people coming back is to balance promotional content with educational or entertaining material, like this one from Graza that simply has one sales CTA at the end of it.
6. Be clear with your Call To Action
Once you’ve provided all that value, guide your readers toward a clear next step with a compelling call to action (CTA). Whether it’s ‘Learn More,’ ‘Sign Up for a Webinar,’ or ‘Check Out Our Latest Product’” make sure your CTA is concise and action-oriented.
The CTA should stand out visually but shouldn’t be overwhelming. Think of it as a gentle nudge that helps your readers understand where they can go next for more information or engagement. And don’t complicate it with multiple CTA’s, however, the same CTA placed in different sections of the newsletter can help take your reader through a seamless journey, ultimately encouraging them to click on that silly little button.
7. Consistency builds loyalty
Want your newsletter to become a habit for your readers? Consistency is key. Whether you’re sending it weekly, bi-weekly, or monthly, make sure your audience knows when to expect it. Over time, a regular cadence helps build anticipation.
And don’t forget about consistency in content quality. Make sure your newsletter consistently delivers value so readers are excited to open it every time it arrives in their inbox.
8. Test, analyse, repeat
If you want to continuously improve your newsletter, testing is crucial. A/B testing can help you figure out which subject lines, formats, or CTAs resonate most with your readers. Try out different options - like a more playful subject line versus a straightforward one - and track the results. You can also test the different emotions you use through your newsletter and see what works best for your audience segments!
Look at your open rates, click-through rates, and even unsubscribes to understand what’s working and what’s not. By consistently analysing performance, you can refine your approach to how to make a newsletter that clicks with your audience.
9. Give people a way out
This might seem counterintuitive, but an easy-to-find unsubscribe link is essential. It’s not just about complying with email marketing laws - it's about showing respect for your audience. If someone doesn’t want to hear from you anymore, that’s okay. Give them the option to leave on good terms rather than risk them marking your email as spam.
10. Tell a story
Everyone loves a good story. One of the most impactful ways to engage your readers is by weaving storytelling into your newsletters. Whether you’re sharing a success story, customer testimonial, or even a behind-the-scenes look at your company, stories help people connect with your brand on a more personal level.
In a world where inboxes are crowded with content, standing out with your newsletter takes more than just pretty formatting and a catchy subject line. By focusing on how to write a newsletter that offers personalised value, engages readers visually, and encourages action, you’re on the right path. Follow these strategies, stay consistent, and soon enough, your readers will not only look forward to your newsletters - they might even start forwarding them to friends!
