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How to Craft a High-Converting Email Newsletter for Your Business

An email newsletter is a fantastic way for small businesses to connect with their audience, attract visitors to their website, and boost sales. 

Publisher newsletters typically achieve an open rate of 37.51%. With such a vast potential reach, creating a high-converting email newsletter that engages your readers right from the email subject line to the call to action is essential. 

This article will teach you how to create an email newsletter that captures your audience’s attention and drives conversions.

Why There Is a Need for an Email Newsletter

developing an email newsletter

Small businesses can employ email newsletters as a potent tool to foster audience engagement and increase conversion rates. 

Email newsletters offer a direct line of communication with your audience, giving you full control over your message. 

Moreover, they provide a personalized touch that differentiates them from other marketing channels. You can personalize your messages by customizing the newsletter content to match the specific interests of each recipient. This helps in fostering a more profound connection with your audience. 

Additionally, email newsletters allow you to showcase your expertise and unique selling proposition. Sharing industry insights, educational content, and exclusive promotions helps you cultivate credibility and establish yourself as a dependable authority within your newsletter audience.

6 Tips for Creating a High-Converting Email Newsletter

Creating an email newsletter that effectively converts requires thoughtful preparation and skillful implementation. Let’s learn how to create an email newsletter that turns your readers into paying customers.

1. Understand Your Audience

Sending out generic newsletters without considering the preferences and needs of your contact list can lead to disengagement and a high unsubscribe rate. Hence, you must understand your email subscribers to create personalized and relevant content that converts.

The first step toward understanding your target audience is conducting audience research. This includes analyzing demographics, interests, and preferences to ensure that your newsletter’s content is relevant and valuable to them.

Surveys and questionnaires are great tools for collecting this information. You can send your target audience an email like the one below right after they subscribe to your email list:

You can also analyze social media analytics. Look at engagement rates and content performances on social media platforms like Facebook, Instagram, and X. This can give you an understanding of the types of content that interest your target audience. Social media analytics also helps you identify trends your target audience follows. With it, you can also identify relevant audience demographics. 

Once you have gathered the necessary data about your audience, you can develop detailed personas representing your potential customers. These personas will help you in segmenting your audience. We’ll talk about this in the next section.

2. Use Segmentation and Dynamic Content

email newsletter

Segmenting your email list involves dividing your subscribers into smaller groups based on specific criteria or variables. This includes demographic information (age, gender, location), past purchase behavior, engagement level (opens, clicks), or interests. Why segment your list? Because it helps you tailor your content and messaging better to suit the preferences and needs of each group. The result is increased engagement and conversion. 

You can use email marketing software or customer relationship management (CRM) systems to segment your email list easily. You typically just need to specify your criteria for a contact to fall under a specific segment and save that segment. The segments are also usually updated automatically. For as long as a new subscriber meets the conditions you specified for a specific group, they automatically get added to it.

Once you have your audience segments, you can personalize your emails using dynamic content. 

Dynamic content is content that changes depending on who receives the message. With dynamic content, you can, for instance, display different products or offers based on past purchase behavior or prior email engagement, or send a particular email to subscribers with specific interests or demographics.

For instance, this email content by a small interior design brand changes depending on where the subscriber is based. This one, in particular, was sent to email contacts based in Greenville:

You can also use a marketing automation platform to create dynamic content. With email newsletter software like GetResponse, for instance, you can do this by using merge words. Merge words are small pieces of code that allow you to present specific data you have stored from your contacts in your email. For instance, if you want the first name in your subject line to change depending on who receives your email, you should incorporate the “firstname” merge word:

The in-built newsletter editors of these tools also typically give you a list of other predefined merge words you can use for your dynamic content, as you can see above.

3. Add Strong and Unique Headlines

Headlines are the first thing your readers see when they open your email newsletter. Therefore, it is essential to create strong and unique headlines that can grab their attention and entice them to continue reading. 

To create a compelling headline, aim for a length of no more than five to seven words. This will make it easy to scan and be quickly understood by readers. 

Also, use compelling questions or action phrases such as “discover” or “last chance” to build anticipation and create a sense of urgency. Ensure you highlight the benefits and value your email content brings to your readers. These benefits may include exclusive content, discounts, or industry insights. 

Here’s an example of a headline that mentions the value the reader will get from the newsletter. It’s what prompts the subscriber to continue reading:

In addition, adding numbers or statistics, as in the example above, can make your content compelling. These specific details help to set expectations and motivate readers, increasing the likelihood that they will read through your email and take action. 

Finally, consider using emojis or symbols. They can help convey emotions and add personality to your headlines.

4. Make Your Newsletter Easy to Read 

A readable email ensures readers grasp and digest the information you’re trying to convey. This is especially critical when communicating vital news, updates, or announcements.

Furthermore, an easy-to-read email enhances the entire user experience and encourages readers to interact with your material. When your newsletter is readable, it becomes more fun and accessible. That results in increased engagement, click-through rates, and conversions.

That said, consider the layout and appearance of your newsletter. Use a clean and structured arrangement with clear bullet points, if necessary, to break up the content. Check out this newsletter. The design includes ample white space and distinct subsections:

Also, use shorter phrases rather than longer ones to improve the readability of your email. You can use tools such as Hemingway to check your email content’s readability. For the best reading experience, aim for a Grade Level of 6 or 7. 

In addition, choose readable typefaces to make your email newsletter scannable. A study found that the most readable font as viewed from electronic screens is Arial, followed by Verdana. Don’t use more than three typefaces in a single email newsletter, though. It can be visually confusing for the reader.

To further ensure readability, make sure your font color contrasts with your email newsletter background. So, if your background is dark, use light font colors.

5. Add Compelling Images and Other Visuals 

Visual content attracts people naturally. Therefore, incorporating eye-catching images into your email newsletter can grab subscribers’ attention and make it more interesting. It can also improve the overall aesthetic of your newsletter.

So, select high-quality images that are relevant to your valuable content and align with your brand identity. This will ensure a cohesive visual identity.

Furthermore, consider using images that can evoke emotions or tell a story. This can help you establish a stronger connection with your readers and increase engagement with your email communication. Check out this emotionally engaging, high-quality image below. Doesn’t it make you want to read the email copy?

crafting a email newsletter for your business

In addition, charts and graphs can be a great way to present complex information in a visually appealing and easy-to-understand format. They can help your readers quickly grasp key insights and trends, making your newsletter more informative and engaging. 

Of course, whatever the visuals you incorporate into your email, you need to ensure they have the right sizes. If you want to add visuals as a background, make sure they’re 1920 pixels wide to ensure the best definition. For any other type of email image, the ideal size is 600 to 640px. This will ensure they look good across different devices.

Pro tip: Any good newsletter platform will help you preview what your email looks like across different devices. Here, an example from GetResponse.

Don’t forget to compress all your visuals using optimization tools such as TinyPNG and Imagify to ensure they load quickly. Additionally, consider using alt text to improve accessibility and provide context to them if they don’t appear.

6.  Include a Clear Call to Action

A clear and direct CTA can encourage your email subscribers to take the desired next step, whether it’s making a purchase, signing up for a webinar, or subscribing to a service.

So, use action verbs that tell the subscriber exactly what you want them to do. Examples of action verbs include Buy, Discover, Read, and Register. Notice how these words can’t be subject to any other interpretation. If email recipients click on Buy, for instance, they know they’re making a purchase and nothing else.

Also, make sure you don’t use too many CTAs in a single email newsletter. That’s a surefire way to confuse your prospective customers and drive them away. How many is “too many,” you ask? Well, based on a study by Databox, many marketers–43% of them–-use only one CTA in a single email, while 30% use two. Only less than 20% use three different CTAs in a single email newsletter:

Whatever the action verb (or verbs) you choose, make sure they stand out in your email newsletter. One option is to make your CTA button larger than your other email elements. 

You can also make the CTA action word’s font color contrast with the color of the CTA button, as in this email:

Leaving white space around your CTA button helps, too. See this example below:

Don’t forget to optimize your CTA placement. The general rule is to place your CTA above the fold so it’s one of the first things newsletter subscribers see. You can also reiterate the CTA at the bottom of your email. This is for email subscribers who need to read what you have to offer them before they take any action.

Want to ensure you have the right final CTA and placement? Conduct A/B testing to help you determine what exactly resonates with your readers. Your chosen email marketing platform can again help you here. 

One final tip before we end this article: Once you have your final email newsletter, don’t just hit send, though. Make sure you verify your contact details with an email finder. This will help ensure your email newsletters reach your recipients as intended. 

Conclusion on Your Email Newsletter

Crafting an effective email newsletter requires following best practices. This article has shown you exactly how to create an email newsletter.

You need to understand your audience first, of course. Use segmentation and leverage dynamic content based on what you find. Learning how to create an email newsletter also means knowing how to create strong and attention-grabbing headlines. Make sure you keep your email content easy to read with compelling visuals. Finally, include a clear call to action that tells subscribers exactly what you want them to do.

With these tips, expect a visually appealing email newsletter that drives excellent results for your small business.

Author bio:

Meet Michal Leszczynski, Head of Content Marketing and Partnerships at GetResponse. With 10+ years of experience, Michal is a seasoned expert in all things online marketing. He’s a prolific writer, skilled webinar host, and engaging public speaker. Outside of business hours, Michal shares his wealth of knowledge as an Email Marketing lecturer at Kozminski University in Warsaw. You can reach out and connect with Michal on LinkedIn

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