Tips to design an effective email newsletter

By OctaneGo, November 23, 2011 | Tips & Resources

The festive season is upon us. Consumers love to get drenched in raining discounts and offers. If you have a product/service to offer, you would obviously want to cash in on the festive fervor too. But the question is, how are you reaching out to your consumers? With the facility of bulk SMS under fire from TRAI, the next logical medium to interact with potential and current customers is email marketing. Here, we will discuss a quick-hit list of how to make an effective newsletter in this blog post.

So let’s think of it from a customer’s point of view. You may have opted in to numerous newsletters. But I am sure you don’t check each of them with the same intent. Some are partly read, some completely read whereas some are not read at all. The factors that lead to effective newsletter campaigns are:

  • Engaging Content:
  • If a customer has opted in for your newsletter himself, the intent is clear. He is interested in your product or service. To keep having customers interact with your brand as you would like them to, provide them with engaging content. Tell them something they don’t already know about your product or industry, something that keeps them coming back to your website through your newsletter.
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  • Sell, but to an extent only
  • Again, an opt-in user means an interested user and a current or potential buyer. Do not try too hard to keep selling through your newsletter. Use it as a tool instead to shorten the sale cycle and sell more often. Throw in a few discounts or free trials for your loyal customers and the users who have opted in themselves.
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  • Keep the newsletter short and simple
  • The KISS (keep it short and simple) rule applies to newsletters as well as it does to any other email you send out as well. The average attention span per email is just about 20-30 seconds. That is all the time you have to put your message across clearly.
  • Don’t make it text heavy
  • Having just said that the average time your consumer would be willing to spend on you email is a few seconds, don’t bombard him with too much text. Keep text to a minimum and use more images to make the newsletter visually appealing.
  • Focus on One main message at a time
  • I am sure you may have multiple things to tell your consumers, but keep in mind that the ability to absorb multiple messages is limited. Focus on one main message that you want to send across in one newsletter. For other important announcements, it is advisable to use your next newsletter. This way, the message that is sent out is clear and without ambiguity.
  • Personalization and targeting
  • There are two things that can get your reader interested pronto. Address your target audience by name. That would immediately separate you from the bulk mailers and a bit of coding shall take care of that. A nice greeting at the beginning of the email also does a good job at getting attention. Companies like, Octane, even offer easy-to-use personalization tags so that you can even personalize the subject line.
  • Go social
  • You know those colorful, ubiquitous buttons. These are really helpful tools to have at the bottom of your newsletter. It provides users to directly interact with your social pages be it Google+, Facebook or Twitter. It complements your newsletter by driving traffic to the above mentioned social pages. But not just that, you can also get customers to sign up for your newsletter at these social platforms. That is how we prefer doing it-
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  • Frequency
  • Depending on the kind of business you are in, go in for either a weekly, bi-weekly or monthly newsletter. Finding the optimum frequency is key for your business. Too much and the possibility of annoying the user is higher. Too little means too little interaction with the brand and lesser recall value
  • It is never too late to Opt out:
  • Your content might be great, your service or product might simply fit the bill, and the recipient might have opted to get your email, but nothing should stop you from putting that button at the bottom. That way, you have put your subscriber in command of the communication, and you have also ensured a higher ROI for your campaigns. It might be a good idea to explore why the people left. One of the best email campaigns last year succeeded in converting 40% of the unsubscribes back into their fold by carefully listening to their feedback and improving on it.
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So that is how you design an effective newsletter. If you are still not sure how to do it, ask us at Octane and we will be happy to help.

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