Email newsletters are relatively cheap to produce, and can have a big impact. But only if they’re written and produced well.
Here are our eight top tips for making sure your email newsletter has the impact it should:
1. Don’t start with ‘Welcome to our November Newsletter’ and don’t put ‘newsletter’ in the headline
Readers know they’re reading your newsletter, they don’t need reminding. Instead, head up your communication with the most interesting thing you have to say.
2. Keep email subject lines short, as they’ll only get cut off in email browsers
People are more likely to open your newsletter if it comes from a real person, rather than just the name of your organisation.
3. Have a clear call to action and put it right up at the start
Repeat it throughout the newsletter. Don’t confuse your readers with too many different actions. Be clear about your most wanted action, and stick to it.
4. If you’re including a ‘donate now’ button, also include a ‘or find out more’ link next to it
It continues the conversation with those not quite ready to donate.
5. Don’t send your newsletter to those who haven’t actively signed up for it
Better to have 200 self-selected subscribers, than 2,000 who never asked for your information. Make it easy to unsubscribe, and use unsubscribe statistics to tell you what works and what doesn’t.
6. There is no magic time of day to send emails
Any increase in opening and click-throughs from sending at particular time is insignificant compared with the increases you can get from writing better stories, better targeting and better segmentation of your list.
7. Monitor and optimise your newsletter
Respond to what your open and click-through statistics are telling you.
8. Subscribe to lots of newsletters yourself, and note which ones attract your interest most – and why
Don’t re-invent the wheel. Re-use great ideas in your own materials, to generate interest and engagement.
