The goal is to make the copy scannable, which is tough to do with large blocks of text. This design arrangement helps readers continue to move their way down an email, engaging with the imagery and content along the way. Think of it like a path for your reader to go down. It helps them make it to the end! Inside AWeber, use the Flat-white and Gibson templates , which have alternating sections built in. Not sure what to write in your emails?
Segmentation is an excellent way to make your email newsletters more effective and to grow your customer base. With email segmentation, you can create lists of customers based on specific parameters you set and then customize campaigns for each. You can create a list of these customers and deploy an email campaign that works toward a sale conversion goal. Rewarding customers for past purchases, sharing sale information, or encouraging customers to tell their friends about your brand are a few of the things you can do with a segmented list.
Then, you can target each list differently, either educating them further on your business, or incentivizing them to buy with a unique offer. Understanding what makes your lists unique is the key to using them effectively and seeing the ROI of your email newsletters over time.
Before you send an email, stop and think about your list. No, not the size of your list. But the individuals on your list.
Stop writing to a faceless crowd of subscribers. Instead, write to the individuals on your list. When you write to a single subscriber, they come alive in your mind.
Your writing will go from drab to engaging. Generic to targeted. And all your subscribers will feel as if you personally wrote the email to each of them. This is one of the most effective ways to find success with email marketing over the longterm. The second your readers open your message, they immediately decide whether your email provides them enough value to act on your call to action or not. The following three techniques show you how to structure your email newsletters so you provide clear value from the very first second.
Long blocks of text that force your readers to scroll and scroll create a bad user experience. Our advice: Keep email paragraphs to 2 to 3 sentences max. Adding research, data, studies, and quotes to your content is a compelling way to validate your points. However, you should always link to your reputable sources. If you mention a company or public figure, link to their web site. Choice is the enemy of conversion. Want your readers to take an action inside your email like sign up for a webinar?
Then point them to that one specific CTA with a large button all other instances can be hypertext links. But the truth is: Both design and content are equally as important to the success of the campaign. So how can you be sure to strike a healthy balance between design and content in your email newsletter? Are you sending out a discount code to new customers? Launching a new product? Announcing a huge end-of-the-season sale? There are many email templates to choose from, which can feel overwhelming at first.
AWeber has more than mobile-responsive templates that you can use. Create your account today! This Nike email does an excellent job of showing readers the detail of a product through visuals and copy:. Images do more than get your brand noticed, they elicit emotion. With images, you are able to set the mood and tone of your email before subscribers even begin reading.
Related: Curious how often businesses include images in their emails? This email from The North Face is a perfect example of stunning imagery at work. Not only does the image showcase the products waterproof rain gear , but the striking contextual image captures attention immediately:. When you include images in your messages, they may or may not always display in the email clients they were sent to. Alternative text is helpful in these cases. Take a look at this email from Hotels.
Forty-eight percent of mobile clients will block images by default, according to the email testing platform called Litmus. If you set up alt text, the description will appear where the images were supposed to go. Alt text is also important for your subscribers with visual or certain cognitive disabilities. Pro Tip: Not all images need alt text. If your image is purely for the aesthetics of the email, be sure to set an empty alt text value for the image.
Be bold with your photos — but also limit how many you use in an email. Try stripping away images in favor of seriously well-written copy. Below is a great example of a plain text email with excellent copy from Maple Jeans.
I especially love the P. They increase the spacing between the different CTAs, making it even easier to click on mobile and giving the whole email a less promotional feel. Source: ReallyGoodEmails. More and more people are surfing the web and checking their emails on mobile devices, so you should make sure that whatever design you work with is both visually pleasing and functional.
This will ensure that your mobile email is engaging to both desktop and mobile users. Want to learn more about this? Here's a detailed guide that walks you through how to optimize your email for mobile devices.
Even if your CEO doesn't have a dog, running a sender name test could be very worthwhile. Once you're ready to put together your newsletter, be sure to follow the above steps.
You should also keep a few major things in mind, regardless of your newsletter's formatting:. Want to start designing but aren't sure how? Use a template! Check out our long list of effective email templates that are free or very affordable. Originally published Sep 3, PM, updated September 03 Logo - Full Color. Contact Sales. Overview of all products. Marketing Hub Marketing automation software.
Service Hub Customer service software. CMS Hub Content management system software. Operations Hub Operations software. App Marketplace Connect your favorite apps to HubSpot. Why HubSpot? Marketing Sales Service Website. Subscribe to Our Blog Stay up to date with the latest marketing, sales, and service tips and news. Thank You! You have been subscribed. Start free or get a demo. Marketing 11 min read. Download for Free. That sound good? What is a newsletter? How to Write a Newsletter Review successful newsletter examples.
Evaluate whether or not you need an email newsletter. Figure out what kind of newsletter you want to send. Set expectations on your Subscribe page. Get creative with email subject lines. Pick one primary call-to-action.
Keep design and copy minimal. Make sure images have alt text. Make it easy for people to unsubscribe. Test, test, test. The best way to keep your subscribers around is by sending them newsletters that help them solve a problem. Offer your subscribers step-by-step instructions on how to use your product or how to get something done by creating newsletters with how-to guides.
For instance, if you make handmade scarves you can show your subscribers 10 different ways to wear them with photos. Instead of waiting for your audience to go check out your newest post, you can get them excited about it and drive traffic to your site by sharing it with them in an email—like the blog Easy Cheesy Vegetarian does below. Remember to encourage your subscribers to share the post on social media themselves and make it easy for them by including share buttons in your newsletter.
For example, you can create a blog post roundup of your most popular blog posts of all time or pull together a best-of-the-best roundup of blogs on a particular topic. Do you have a YouTube channel for your business? If you do, start sharing your YouTube videos in your newsletter. Videos are super engaging. That way, when subscribers click on the play button on the image, it will open up the video on YouTube.
An obvious added bonus of sharing your videos with your newsletter subscribers is that it will help you get more YouTube subscribers and more views! Before releasing a new product, you need to get your audience excited about it. One way to do that is by sending them a new product announcement newsletter.
A newsletter announcing your new product will create a buzz and your subscribers will line up on launch day to purchase it. Everyone loves a good deal so your subscribers are sure to enjoy getting emails from you that contain awesome coupons and promotions. To increase conversions, create urgency with limited-time offers. For example, take a look at this eye-catching 8-hour sale email from Virgin Airlines:.
A limited-time offer like this will create a sense of urgency and have your customers rushing to the checkout.
You can increase urgency even more by adding a countdown timer to your newsletter to show the minutes ticking by. Pair that with an OptinMonster sales countdown timer popup on your website and your sales will skyrocket. For eCommerce businesses, gift guide newsletters are a great way to promote the products you sell and generate more sales around the holidays.
Create a refer-a-friend newsletter asking your loyal subscribers to recommend your business to their family and friends. You can have your subscribers forward the email to their contacts. Then, if someone signs up for your email list, you can reward the original subscriber with a special discount. This is a great way to grow your email list and introduce your business to new, potential customers.
Case studies and testimonials act as social proof for your business. When a subscriber reads about a success story from one of your happy customers, it encourages them to become a customer too. Another effective form of social proof is user-generated content. Businesses typically repost user-generated content on their social media feeds, but you can also create a newsletter about it. Creating a newsletter to showcase user-generated content will show your subscribers how many loyal fans your business has and it will help you boost sales too.
So, if your business is holding an event for your customers and subscribers, be sure to send them an email invite. Sending an email invite is a great way to remind subscribers about upcoming events and get a lot of attendees. You can also create event recap newsletters. But, event recaps can also help inspire FOMO the fear of missing out in your subscribers.
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