📤 𝑀𝒶𝓀𝑒 𝓉𝒽𝑒 𝑀𝑜𝓈𝓉 𝒪𝓊𝓉 𝑜𝒻 𝒴𝑜𝓊𝓇 𝒩𝑒𝓌𝓈𝓁𝑒𝓉𝓉𝑒𝓇𝓈 📩

Are you thinking about starting a company newsletter? Or are you on the hunt for ways to improve upon one you've already started? No matter what camp you're in, I've put together a few tips and pointers to guide you on the email journey.

𝒪𝓊𝓉𝓁𝒾𝓃𝑒 𝒴𝑜𝓊𝓇 𝒲𝒽𝓎

Newsletters are meant to be a bridge between your target audience and the end goal. Are you looking to position your company as a thought leader in the industry? Are you looking to boost sales? Do you have a rewards program that you'd like more folks to sign up for? No matter what your why is, make sure you've narrowed in on the importance of your email. This "why" will come in handy when defining your messaging and topics. Along those same lines, narrow down your target audience to further hone in on the right tone, messaging and topics.

𝒲𝓇𝒾𝓉𝑒 𝒶 𝒞𝑜𝓂𝓅𝑒𝓁𝓁𝒾𝓃𝑔 𝒮𝓊𝒷𝒿𝑒𝒸𝓉 𝐿𝒾𝓃𝑒

Keep your subject line and preview text brief but enticing. A subject line should be 10 words or less as to why a reader should even open the email. Preview text should be 50 to 90 characters. Stuck on ideas? Turn to a colleague or friend and explain in one sentence what you want your audience to feel when reading this upcoming email. The act of saying your ideas out loud is the start of your brainstorming session. External processing can get you out of your head.

𝒦𝑒𝑒𝓅 𝓉𝒽𝑜𝓈𝑒 𝒞𝓁𝒾𝒸𝓀𝓈 𝒞𝑜𝓂𝒾𝓃𝑔

Boost your newsletter's click-through chances by placing snippets of information in the email and adding a clear Call-to-Action (CTA) button that directs folks to a specific spot on your website. Avoid adding entire blog articles or product sheets to a newsletter. If a reader can get everything they need from one newsletter, you could be hindering your click-through rates (CTR). As a benchmark, the average CTR for newsletters is roughly 2.91%. Source: https://mailchimp.com/resources/email-marketing-benchmarks/

𝐸𝓂𝒶𝒾𝓁 𝑀𝒶𝓇𝓀𝑒𝓉𝒾𝓃𝑔 𝒯𝑜𝑜𝓁𝓈

Utilize email marketing platforms like MailChimp or Hubspot to personalize, optimize and monitor your newsletter, month after month. From A/B testing to automatically adding the recipient's name from your contact list, these platforms can make your life so much easier – and add a TON of value to your newsletters. It's also important to mention that you should monitor your newsletters month after month to see how certain topics are resonating with your audience, evaluate bounce-back rates (updating your contact list as needed), and see how your emails are growing over time. Assessment is a crucial instrument for continual growth of your newsletter.

𝒞𝑜𝓃𝓈𝒾𝓈𝓉𝑒𝓃𝒸𝓎 𝒾𝓈 𝒦𝑒𝓎

Grab your planner! It’s time to determine the frequency of your newsletter and mark those days in your planner. Planning in advance can help during your busy weeks, but consistency is also going to be key in reaching your target audience. On average, the best newsletter frequency is a maximum of twice a week and a minimum of once a month. Strategize with your communications team to find the right frequency for your email.

After reading this list, if you need an extra set of hands with your newsletter or you want to further strategize on this topic, be sure to reach out! I'm one email or LinkedIn message away. 👋