We all have them: newsletters. Sometimes we click on them without a second thought and other times we can’t even remember signing up for them. It’s gotten worse it seems since the demand for digital connection and exposure hit us in 2020. Folks are getting flooded with invites and information and it can be hard to figure out what to do when it feels like every inbox is chock full of competition.
Attentions spans are only getting shorter, so what can you do to keep your newsletter worth the click? Here’s some tips/no tricks to create a newsletter that doesn’t suck.
1. What’s Your “Why”
Let’s start at the beginning (even if you’ve been at this a while). What is the point of your newsletter anyway?
- Do you want to use it as a tool to build a personal connection with your audience (letters from the editor, behind the scenes, etc).
- Do you want to offer exclusive/first dibs opportunities to subscribers?
- Do want to use it as a reflection piece (in case you missed it weekly reports, monthly reflections on the business, etc).
Once you know why you’re making a newsletter, you can be clearer around what content to generate and how to even market the value of subscribing.
2. Keep it simple/seamless.
Remember those attention spans? This is key to keeping folks engaged. Get to the point, keep the design clean but familiar design, and make sure you don’t leave it all on the page. No need to write a dissertation for an inbox.
- Link out to content with teasers/summaries. Did you write a blog? Share a line or two and give your subscribers a call to action (CTA) to READ MORE and link out.
- Have a focus in mind for subscribers and make sure it’s front and center. Having a sale? Making a big company change? Had a cool Instagram post? Tell your audience about it right away with a clear CTA (buy now, read more, watch, listen, etc).
- Bring your brand style into your newsletter to make brand recognition seamless. Your social media/website should blend into your newsletter through tone, colors, photography, etc.
3. Give before you get.
People love free things, so give it to them. It can be really tempting to push a sale, but if you’re asking for money before people see your value, you’re likely to get cut off before you get conversions.
- Repurpose your content, do a throwback, offer them a snippet of a product you’re about to launch, etc.
- Have a new t-shirt coming out? Offer a style guide on 3 ways to rock it with jeans.
- Have an upcoming writing course? Share your writing playlist/favorite stationary (maybe even toss in an affiliate link).
- About to launch a fitness membership? Do a YouTube video on your favorite post-workout stretches.
