If you think that email marketing is an outdated means of communication, you are probably overlooking a key tool to increase your conversions. Today, more than ever, with the prevalence of smartphones, users have the opportunity to check their email multiple times a day and receive real-time notifications. Emails can establish a direct relationship with customers, and creating newsletters that convert continues to be an effective strategy to achieve marketing goals.
What is a newsletter?
The newsletter is one of the most common forms of direct communication with customers. It typically consists of emails used to send information about new products or services, promotions, or updates on company activities. They follow the same rules as writing content for the web: titles and text should be engaging, divided into short paragraphs with simple sentences. When properly designed, newsletters can bring significant benefits, such as increasing sales and directing traffic to your website.
Newsletters that Convert
Why do some newsletters achieve a high conversion rate while others do not? Creating newsletters is an art that must be learned, refined, and tested. While emails are a common communication tool, it’s important to know how to write newsletters that convert, to which readers will respond favorably. Indeed, we have only a few seconds to capture users’ attention and persuade them to respond to the call to action, ultimately leading to conversion.
Bad practices
There are many best practices to follow for creating newsletters, but today, we will focus on some of the most common mistakes you can make. Avoiding these mistakes ensures that your newsletter doesn’t end up in spam folders or the recipient’s trash. Here are some examples of mistakes to avoid when creating a newsletter:
1. Not segmenting the audience
One of the first things to do in your email marketing campaign is to create a segmented mailing list. This way, you can categorize recipients based on different criteria and send targeted messages with relevant content. If you send the same message to all recipients, you risk low engagement, resulting in fewer chances of opens and interactions.
2. Using a generic subject line
This mistake is also related to a lack of personalization: if the email subject line is generic and doesn’t engage the recipients, it will be challenging to pique their curiosity and encourage them to read the content. Users often feel more connected to newsletters that include their name or personalized information.
3. Neglecting the visual appearance of the newsletter
In addition to having an appealing design and a good balance between text and images, a newsletter should be well-formatted across all devices to ensure that recipients can view it properly.
4. Neglecting the tone of voice
The newsletter, like any other form of communication, must be consistent with the brand’s tone of voice. Getting the tone of voice of your newsletter wrong can create a kind of dissonance with other channels, leading to a lack of trust among recipients. Ensure that your communication is always uniform to convey a reliable image of your company.
5. Do not include a CTA
The call to action is a button or link that encourages users to take a specific action, a crucial element for driving conversions. The action should be clear and understandable, the button visible, and well-placed within the design.
6. Being overly verbose
As mentioned earlier, you have only a few moments to capture the reader’s attention and convey the message that leads to conversion. If you write overly long newsletters, you risk boring recipients, causing them to abandon its reading. Therefore, it’s essential to always be concise and clear in the message you want to convey.
7. Do not monitor results
Monitoring newsletter results is an essential aspect of testing the strategy and understanding what works and what doesn’t. Data on opens and engagement can help you determine if the content and mailing list segmentation are effective and whether changes are necessary.
Now it’s your turn!
If your business doesn’t already include a newsletter service, we recommend considering this initiative. Email marketing campaigns offer significant benefits and can lead to a substantial increase in your company’s revenue. If you need support in designing newsletters that convert, you can contact us for a free analysis and we will assess the best strategies for your email marketing efforts.
