Believe it or not, emailed newsletters are the most reliable way to communicate.
Newsletters are not dead. In fact, the tales of their demise have been grossly oversold. What does that mean for your company? It means that it’s time to strap on your thinking cap and start crafting a newsletter. We show you how in five easy-peasy-lemon-squeezy little steps.
Think About Design. Your newsletter needs to look good, no matter what device someone is reading it on. And it needs to be skimmable—think bullets, headers and short paragraphs.
Nail the Subject Line. This is what will (or won’t) grab readers attention. Do it right and they open your newsletter. Get it wrong, and you are consigned to the trash bin.
Now’s the Time for Content. After you have perfected your design and crafted a killer subject, time to focus on crafting content that backs that all up. Listen to reader feedback to tweak things and improve along the way.
Test. Test. Test. Have a question about how your newsletter is doing? Do a survey that asks readers. Send out A and B versions and see which does better. Test subject lines on Twitter to see what garners the most eyes. And then test some more.
Grow Your Email List. Finally, be proactive about signing up new readers. Use social media, partner with another business, whatever it takes to promote your newsletter. And above all, keep it super simple to sign folks up.
Notice how we haven’t mentioned the best day or time to send your newsletter? There’s a reason for that. Others have tested this (again with the testing) and the open rates really don’t fluctuate that much. So, send it on Monday at 6 a.m. or Friday at 5 p.m.—the time only matters when you think about your goal. If you have something that requires action, such as a survey or a super long article, hitting your subscribers during their morning commute isn’t going to be your most effective time. But the great thing about emailed newsletters is people will read them, if they find them interesting, long after they have arrived in their in boxes.