How to Create an Email Newsletter

Do you finally want to learn how to create an email newsletter for your service microbusiness? I’m a big fan of email newsletters and have been writing one regularly since 2000 or so. It’s been one of the most powerful ways for me to stay in touch with prospective clients (and current and past clients, as well).

Email newsletters can help boost your sales dramatically, but most service microbusiness owners simply overlook its significance. Email open rates are still very high, making an email newsletter a solid investment – if you do it right.

Here’s how to create an email newsletter that will bring you great ROI for your service microbusiness:

Find a Focus!

If you want people to read your newsletter, you need to give them a compelling reason to do so. Pick one vertical and stick to that. You can always segment your newsletters for other aspects of your business if you want to. Don’t confuse your readers with multiple calls to action on multiple subjects. Remember, a confused mind doesn’t buy.

With Killer Subject Lines

You want to give subscribers a compelling reason to open your newsletter instead of ignoring it. For example, a local clothing store might try something like: “Spring Into April with Our Scarves in Our Buy One, Get One Free Special.”

Just make sure to keep your subject line relative to your email. Nobody appreciates being tricked.

Information First, Sales Second

The second thing to keep in mind is that you are writing a newsletter, not a sales letter. People subscribe to a newsletter to get information, not get a hard-core sales pitch delivered to their inbox. When you give a subscriber something for nothing, you create a sense of obligation in them. You have provided something valuable and they might feel they owe you.

Keep It Short, Sweet and Simple

When writing your email newsletter, deliver the content to come in small, easily digestible chunks. Make sure to include relevant images to illustrate your content. You don’t want to overdo it with pictures and video, so keep in mind that everything you add has the potential to slow a subscriber down when they scroll through your newsletter.

One reason I love my email marketing provider, Birdsend, is that they are all about creating simple, easy-to-read emails that deliver one primary message.

Add Video – And Mention It In Your Subject Line

Video is hugely popular, and recent research shows that simply including the word “video” in the subject line of an email increases open rates by 19%. If videos are already part of your marketing mix, then you should include them in your newsletter. Even a short, 30-second video can add a lot of appeal.

Make Opting Out Easy

Make sure that you offer an easy-to-see, easy-to-use way for your subscribers to opt-out of getting your newsletter. No customer enjoys the feeling of trying to unsubscribe and not being able to do so.  Or worse, yet, being told that it takes 5-10 business days to remove you from an email list. With marketing automation as it is today, there’s no reason why you can’t be immediately removed from someone’s list.

Keep It Regular

You get no benefit from an email newsletter if you send it out sporadically or only once a year. Set a publishing schedule and stick to that. I’ve been sending out a weekly broadcast for 20 years.  Depending on your business, you may find that is too frequent, and monthly might work better for you. Here’s a great article from Mailer Lite on the best days and times to send an email newsletter.

You should no longer be asking how to create an email newsletter. Keep your customers in mind and create content in which they will find valuable. As long as you put your subscribers’ needs before your own, you can create a great newsletter that will help you grow your business.

We recognize you might need help with this because you are wearing many hats. We would be delighted to provide a hand. If you need some help in creating an email marketing newsletter that can get you results for your business, we want to help you. Click here to check out our monthly email newsletter program.

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