Newsletters are one of the most effective ways to communicate with your audience, build trust, and drive traffic to your website. According to a recent study by HubSpot, newsletters have an average open rate of 22% and an average click-through rate of 3.1%, which are higher than most other email marketing campaigns.
But how do you send newsletters that stand out from the crowd, capture your audience’s attention, and motivate them to take action? In this article, we’ll show you how to choose the right newsletter software, design your newsletter template, write engaging newsletter content, segment your newsletter audience, test and optimize your newsletter campaigns, follow newsletter best practices, and get inspired by newsletter examples.
Choose the Right Newsletter Software
The first step to sending newsletters is choosing the right software that suits your needs and budget. There are many options available in the market, but not all of them offer the same features, pricing, and ease of use. Here are some factors to consider when comparing different newsletter software options:
- Features: What features do you need for your newsletter campaigns? Some common features include drag-and-drop editor, responsive design, personalization, segmentation, automation, A/B testing, analytics, integrations, etc.
- Pricing: How much are you willing to pay for your newsletter software? Some software charge based on the number of subscribers or emails you send per month, while others offer flat or tiered pricing plans. You should also look for any hidden fees or discounts that may apply.
- Ease of use: How easy is it to use your newsletter software? You should look for a software that has a user-friendly interface, intuitive navigation, helpful tutorials, and reliable customer support.
Some popular newsletter software options include Mailchimp, Constant Contact, AWeber, ConvertKit, Sendinblue, etc. You can check out their websites or read online reviews to compare their features, pricing, and ease of use.
Design Your Newsletter Template
The next step is designing your newsletter template that matches your brand identity and message. A good newsletter template should be visually appealing, responsive, and consistent. Here are some tips to design your newsletter template:
- Use a simple and clean layout that makes it easy for your readers to scan and read your newsletter. Avoid cluttering your template with too many images, colors, fonts, or elements.
- Use a color scheme that reflects your brand identity and creates contrast and harmony. You can use tools like Coolors or Adobe Color to generate color palettes for your newsletter template.
- Use a font that is legible, professional, and matches your brand voice. You can use tools like Google Fonts or Font Squirrel to find free fonts for your newsletter template.
- Use images that are relevant, high-quality, and optimized for the web. You can use tools like Unsplash or Pexels to find free stock photos for your newsletter template.
- Use a responsive design that adapts to different screen sizes and devices. You can use tools like Litmus or Email on Acid to test how your newsletter template looks on different email clients and devices.
Write Engaging Newsletter Content
The most important part of your newsletter is the content. Your newsletter content should be catchy, compelling, and clear. Here are some tips to write engaging newsletter content:
- Write catchy headlines that grab your readers’ attention and entice them to open your newsletter. You can use tools like CoSchedule Headline Analyzer or Sharethrough Headline Analyzer to test and improve your headlines.
- Write compelling copy that delivers value, solves problems, and inspires action. You can use tools like Hemingway Editor or Grammarly to check and improve your copy.
- Write clear calls to action that tell your readers what you want them to do next. You can use buttons, links, or text to create calls to action for your newsletter content.
- Use personalization to make your newsletter content more relevant and appealing to your readers. You can use variables like name, location, interest, etc. to personalize your newsletter content based on your subscribers’ data.
- Use segmentation to tailor your newsletter content based on your subscribers’ characteristics, preferences, and behavior. You can use criteria like demographics, psychographics, geographics, etc. to segment your newsletter audience into different groups.
Segment Your Newsletter Audience
Segmentation is the process of dividing your newsletter audience into smaller groups based on their common traits or interests. Segmentation allows you to send more targeted and relevant newsletters that resonate with your readers and increase engagement and conversions. Here are some benefits of segmenting your newsletter audience:
- Increase open rates: By sending newsletters that match your subscribers’ needs and expectations, you can increase the chances of them opening and reading your newsletters.
- Increase click-through rates: By sending newsletters that offer value and solutions to your subscribers’ problems, you can increase the chances of them clicking on your links and visiting your website.
- Increase conversions: By sending newsletters that persuade and motivate your subscribers to take action, you can increase the chances of them buying your products or services, signing up for your offers, or joining your community.
- Decrease unsubscribe rates: By sending newsletters that respect your subscribers’ preferences and frequency, you can decrease the chances of them getting annoyed or bored with your newsletters and opting out of your list.
Some common ways to segment your newsletter audience include:
- Demographic: Based on age, gender, income, education, occupation, etc.
- Psychographic: Based on personality, values, attitudes, interests, lifestyle, etc.
- Geographic: Based on location, climate, culture, language, etc.
- Behavioral: Based on past purchases, browsing history, email activity, etc.
Test and Optimize Your Newsletter Campaigns
Testing and optimizing are essential steps to improve your newsletter performance and conversions. Testing allows you to compare different versions of your newsletters and see which one performs better. Optimizing allows you to make changes based on the test results and feedback. Here are some tips to test and optimize your newsletter campaigns:
- Use A/B testing to test different elements of your newsletters such as headlines, images, copy, calls to action, layout, etc. You can use tools like Mailchimp or Optimizely to run A/B tests for your newsletters.
- Use analytics to measure the results of your newsletters such as open rates, click-through rates, conversion rates, bounce rates, etc. You can use tools like Google Analytics or HubSpot to track and analyze the results of your newsletters.
- Use feedback to get insights from your subscribers about what they like or dislike about your newsletters. You can use tools like SurveyMonkey or Typeform to create surveys or polls for your newsletters.
Follow Newsletter Best Practices
To send newsletters that are effective and professional, you should follow some email marketing best practices. Here are some of them:
- Keep your newsletter list clean by removing inactive or uninterested subscribers who don’t open or click on your newsletters. This will help you maintain a healthy and engaged newsletter list that improves deliverability and reputation.
- Comply with email marketing laws and regulations such as the CAN-SPAM Act in the US, the GDPR in the EU, and other relevant laws and regulations in your region. This will help you avoid spam complaints, fines, and legal issues.
- Track and analyze your newsletter results and ROI by using tools and metrics that measure the effectiveness and impact of your newsletters. This will help you identify what works and what doesn’t, and make data-driven decisions to improve your newsletter campaigns.
Get Inspired by Newsletter Examples
One of the best ways to learn how to send newsletters that your audience will love is to get inspired by successful newsletter examples from different industries and niches. Here are some of them:
B2B Newsletter Examples
B2B newsletters are newsletters that target other businesses as their audience. The main goal of B2B newsletters is to educate, inform, and nurture their leads and customers, and establish themselves as thought leaders and experts in their field. Here are some B2B newsletter examples:
- HubSpot: HubSpot is a software company that offers tools and resources for marketing, sales, and customer service. Their newsletter provides valuable tips, insights, and best practices for growing a business online.
- Buffer: Buffer is a social media management platform that helps users schedule, manage, and analyze their social media posts. Their newsletter shares useful content, stories, and experiments on social media marketing and strategy.
- Shopify: Shopify is an e-commerce platform that allows users to create and run their own online stores. Their newsletter features success stories, case studies, and advice from successful Shopify merchants and experts.
B2C Newsletter Examples
B2C newsletters are newsletters that target consumers as their audience. The main goal of B2C newsletters is to entertain, inspire, and persuade their prospects and customers, and encourage them to buy their products or services, sign up for their offers, or join their community. Here are some B2C newsletter examples:
- BuzzFeed: BuzzFeed is a media company that produces viral content, quizzes, videos, and news. Their newsletter delivers fun, engaging, and trending content to their subscribers’ inboxes every day.
- Airbnb: Airbnb is an online marketplace that connects travelers with hosts who offer unique accommodations around the world. Their newsletter showcases amazing destinations, experiences, and tips for travelers and hosts.
- Netflix: Netflix is a streaming service that offers a wide range of movies, shows, documentaries, and originals. Their newsletter recommends personalized content based on their subscribers’ preferences and viewing history.
Nonprofit Newsletter Examples
Nonprofit newsletters are newsletters that target donors, volunteers, supporters, or beneficiaries as their audience. The main goal of nonprofit newsletters is to raise awareness, solicit donations, and mobilize supporters for their cause. Here are some nonprofit newsletter examples:
- Charity: water: Charity: water is a nonprofit organization that provides clean water to people in developing countries. Their newsletter updates their subscribers on their projects, impact, and stories from the field.
- UNICEF: UNICEF is a nonprofit organization that works to protect the rights and well-being of children around the world. Their newsletter informs their subscribers about their campaigns, programs, and events.
- TED: TED is a nonprofit organization that spreads ideas through short talks on various topics. Their newsletter curates the best talks from their events, podcasts, blogs, and books.
Sending newsletters is a powerful way to communicate with your audience, build trust, and drive traffic to your website. To send newsletters that your audience will love, you need to choose the right newsletter software, design your newsletter template, write engaging newsletter content, segment your newsletter audience, test and optimize your newsletter campaigns, follow newsletter best practices, and get inspired by newsletter examples.
We hope this article has given you some useful tips and ideas on how to send newsletters that your audience will love. If you have any questions or feedback, please let us know in the comments below.
Here are 10 unique frequently asked questions after the conclusion:
How often should I send newsletters to my audience?
There is no definitive answer to this question as it depends on your goals, audience preferences, and industry standards. However, a general rule of thumb is to send newsletters at least once a month but not more than once a week.
How long should my newsletters be?
Again, there is no definitive answer to this question as it depends on your content type, format, and purpose. However, a general rule of thumb is to keep your newsletters concise but informative enough to deliver value to your readers. You can use tools like WordCounter or Readable to check the length and readability of your newsletters.
How can I increase my newsletter open rates?
There are many factors that affect your newsletter open rates such as subject lines, sender name, preheader text, timing, frequency, segmentation, personalization, etc. You should test different variations of these factors and see what works best for your audience. You should also avoid spammy words or practices that may trigger spam filters or lower your reputation.
How can I increase my newsletter click-through rates?
There are many factors that affect your newsletter click-through rates such as headlines, images, copy, calls to action, layout, design, etc. You should make sure that your newsletters are relevant, valuable, and appealing to your readers and that they have clear and compelling reasons to click on your links. You should also use analytics and feedback to measure and improve your newsletter performance and conversions.
How can I increase my newsletter conversions?
There are many factors that affect your newsletter conversions such as landing pages, offers, trust signals, urgency, scarcity, social proof, etc. You should make sure that your newsletters are aligned with your landing pages and offers and that they have persuasive and motivating elements to encourage your readers to take action. You should also use A/B testing and optimization to improve your newsletter conversions and ROI.
How can I grow my newsletter list?
There are many ways to grow your newsletter list such as creating lead magnets, adding opt-in forms, using pop-ups, running contests, offering incentives, promoting referrals, leveraging social media, etc. You should make sure that you offer value and benefits to your potential subscribers and that you have clear and compliant opt-in processes and policies.
How can I retain my newsletter subscribers?
There are many ways to retain your newsletter subscribers such as sending welcome emails, providing value and solutions, asking for feedback, rewarding loyalty, re-engaging inactive subscribers, etc. You should make sure that you respect your subscribers’ preferences and frequency and that you maintain a consistent and engaging relationship with them.
How can I measure the success of my newsletters?
There are many tools and metrics that you can use to measure the success of your newsletters such as open rates, click-through rates, conversion rates, bounce rates, unsubscribe rates, ROI, etc. You should define your goals and KPIs for your newsletters and use tools like Google Analytics or HubSpot to track and analyze the results of your newsletters.
What are some common newsletter mistakes to avoid?
There are some common newsletter mistakes to avoid such as sending too many or too few newsletters, sending irrelevant or boring newsletters, sending poorly designed or formatted newsletters, sending broken or misleading links, sending spammy or non-compliant newsletters, etc. You should follow email marketing best practices and test your newsletters before sending them to avoid these mistakes.
Where can I find more resources on how to send newsletters?
There are many resources on how to send newsletters such as blogs, podcasts, books, courses, webinars, etc. Some of them include:
- The Ultimate Guide to Email Marketing by HubSpot
- Email Marketing Made Simple by Neil Patel
- Email Marketing Rules by Chad White
- Email Marketing School by ConvertKit
- The Email Marketing Show by Rob & Kennedy
How can I get feedback on my newsletters?
There are many ways to get feedback on your newsletters such as surveys, polls, ratings, reviews, comments, replies, etc. You should make it easy and convenient for your subscribers to give you feedback and use it to improve your newsletters. You should also thank your subscribers for their feedback and show them how you use it to provide value and solutions.