Some clients will fixate on the creative but we like to take a step back and review what they want to achieve with the email in the first place. Of course something everyone wants to achieve is high open rates. Effective planning can go a long way to help a newsletter gain the recipients attention.
Content is King
Understanding your audience also means your copy should be relevant to them. Do some research, then put yourself in your audiences shoes. It needs to be enticing. Keep your content short, sharp and sexy. Don't lose them with irrelevant information.
There are many ways to engage the user and offer them a clear reason to continue their path to your site. 'What happens next' text works. For example, 'What was Posh Spice doing in this shop?' (as a clickable link) or 'Find out how to win a dream trip'. Link to the relevant part of your site. Don't make readers work to find the content you're promoting. Make it easy.
Use the language of your audience. Make it chatty, but not patronising and have the tone sit well with the product.
Poor content can't be saved by clever design later. An email may look slick and sophisticated but if it's got nothing to say, why would anybody want to read it. Copy counts. Take time to perfect the pace and tone of your newsletter.
Subject Lines
In a crowded inbox, a newsletter needs to stand out. It needs a subject line that makes you want to open it and a trusted 'sent from' address. It has to be short, snappy and juicy. The user's got to be intrigued. Online competitions and exclusive offers generally have a good click-through rate.
Presenting Your Content
Once you've finished your content it's time to start thinking about the design. Most email clients have a 'preview pane'. When this pane sits below the email list you have on average around 400 pixels of the newletters content visible before you have to scroll down. This 400 pixel area is the most important for promoting your content. Always present the content title in the largest font and matching the main subject line.
Usability tests show that the average reader only scans content. You have about two seconds to capture attention.
Email Distribution Companies
With content and design finalised, next on the list is sending the newsletter out. Most firms employ a mail communication company to send out the emails, manage the email lists and provide feedback on open rate and click-through data.
It's time to become serious about email newsletters again. With your enticing copy, great intuitive design and a supportive distribution company in place, your ultimate newsletter is now ready to meet it's audience.
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