From Kelly Forst April 27, 2021
What is the best way to address subscribers week after week with an email newsletter? Find out now.
Top marketers follow similar strategies when it comes to creating addicting newsletters. While flawless writing and beautiful email design are important, they're not the most important thing when writing newsletters that keep subscribers busy week after week.
It's an understanding of what subscribers actually want in their inboxes.
Because when you understand the wants and needs of your target audience, you can create content that interests them, address their problems, and much more.
What do all great email newsletters have in common?
In this post, we'll uncover 5 common characteristics of successful email newsletters that you can use to create addicting newsletter content that your readers will not find anywhere else.
How to Write a Newsletter: 5 Features of Addicting Newsletters
1. Newsletter content is helpful.
If you've ever wondered how to write a newsletter that would keep readers busy for weeks, months, or years, you've probably been looking for different ways to serve and be helpful to your audience.
The best way to create helpful content is to brainstorm topics that are tailored to your audience's needs.
Not sure what your audience needs? Find out their biggest "pain point" – or the problem that keeps them up at night. After all, people don't buy a product or service because it has flashy features. They end up buying a product because it solves a problem for them.
Understanding your subscribers' biggest weaknesses will help you promote your product more effectively and create compelling marketing copies. How to find your customers' weaknesses.
2. Addiction content is interesting.
In order to create interesting content, some writing principles must be observed.
First, choose a tone that works best for your audience. In many cases, a conversation tone can improve readability and make your brand more understandable.
However, if your audience is expecting a serious tone because it is more appropriate for your industry, keep it formal.
Regardless of whether your tone is lighthearted, funny, disrespectful, or formal, treat your subscribers with respect, says John Corcoran, founder of Smart Business Revolution.
"I don't talk to people," says Corcoran. “It's worth reading my emails. I even bury jokes in the "PS" and the little script at the end just to please and surprise people who are paying attention. "
Second, organize your email content so that subscribers can easily read and scan it.
In today's fast paced world, you may only have a few seconds to demonstrate the value of your email. Structure your content so that the most important information is at the top.
Also, use headings, sub-headings, and bullets to break up large blocks of text. (Reading is much easier on mobile devices. At AWeber, we recommend paragraphs with a maximum of 2-3 sentences.) To make important parts of your message stand out, try bold, italic, or underline Words and sentences.
Related Topics: 8 Top Brainstorming Techniques For Writing Killer Emails
3. Top email content is unique.
Try to take a new perspective on a topic to make your content stand out from the rest. This will also help you establish yourself as a thought leader in your niche.
For example, a lot of people think that you need a ton of email subscribers to be successful with email marketing. However, this is not the case! So we wrote a blog post about how a small, engaged email list is better than a large, unchecked one. This post was hugely successful as it offered a unique perspective on an important topic.
You can also try out new content media that your competitors may not have a large audience on. If your industry is flooded with blog posts and e-books, experiment with other forms of communication like podcasts or videos.
Not sure what to put in your email? Check out these 45+ free email typing templates to get started.
4. Incredible newsletter content is transparent.
A big reason subscribers drop off an email list is because the emails are no longer delivering the expected value. So don't try to trick readers into opening an email with "click bait" – or a subject line that is tempting but has very little to do with the content of the message.
The first step to transparency with emails: explain what content you send and how often you send it on your registration form, as we did on our newsletter landing page.
By telling people what to expect before they join your list, they'll know what they're getting into. You will also be more likely to attract the right subscribers (who are more likely to engage with your content and buy your product or service).
The second step to transparency: keep your promises!
When you say you send an email once a month, you're not bombarding your readers with email every other day. When you say you send helpful tips and advice, you are not sending an advertisement. If you do, your unsubscriptions and spam complaints will increase almost immediately, which will ultimately damage your business in the long run.
Related Topics: 16 Proven Sign Up Form Ideas to Grow Your Email List
5. Addicting email content builds relationships.
We like to do business with people we know, like, and trust – as opposed to a large, faceless company. Humanize your message to improve connection and engagement with your subscriber.
The deeper you connect with a subscriber, the more likely they'll be engaging with your email, buying products from you, and sharing your business with their network.
One way to do this: ask questions. The more feedback – good and bad! – The more you learn from your subscribers, the more likely it is that your business will be successful.
If you ask questions of your subscribers, you may discover a bug in your product that is preventing them from buying. Or maybe they all mention a feature that they absolutely love and that you can use in your marketing collateral. Or maybe they'll tell you about their biggest business challenge, which leads to your next great product idea. Or maybe you are collecting a number of fantastic testimonials and case studies to promote on your website.
Feedback is the fuel for your company.
Another way: personalization. You don't have to be pen pals with each of your subscribers. However, you should make them feel like they are sending personalized emails.
Here's why: 74% of marketers said targeted messaging and email personalization improve customer retention rates.
Try to include your subscriber's name in your message. You can add their first name in the middle or at the end of the email copy instead of at the beginning, which will bring your reader's eyes down and keep them reading. Or you can enter the dates of birth of your subscribers on your registration form. Then send them a festive message or voucher on their birthday.
The more you try to engage with your readers, the more successful your email marketing will become.
For more ideas on how to personalize your email, check out this post on engaging subscribers in contextual email.
Learn how to write a newsletter that people love.
Creating a newsletter that will open people up week after week is only part of the puzzle.
First of all, you need to build an audience. Then you have to stand out.
Learn how to write a newsletter and see examples of the best email newsletters to inspire your own.
And let us know below what your subscribers love about your newsletters!
Additional coverage from Monica Montesa, Liz Willits and Jill Fanslau.