How To Write A Company Newsletter – Creating an e-newsletter is one of the most effective ways to provide value to customers, encourage them to buy more products, and engage with your brand. Overall, newsletters are an essential component of any high-performing email marketing strategy. They have a significant ROI. On average, brands return $36 for every $1 spent on email marketing. If you want to make sure you don’t miss a single step when creating your newsletter, keep reading. We’ve created a comprehensive checklist for anyone looking to send an email newsletter. How to Start an Email Newsletter When you start an email newsletter, you take on several responsibilities at once. You need to proofread your copy, create compelling calls-to-action, design your email to work across multiple inboxes and devices, avoid spam triggers, and discuss clickable subject lines. You should do all of the above while staying within the email law (yes, there is such a thing). If you mess up any part of your email, once it’s sent to your subscribers, it can’t be undone. If you send out newsletters, mark the next steps in your browser or print them out and hang them next to you. You’ll want to take advantage of these important steps. Ready to get started? Here are the steps to create the perfect email newsletter for your business or personal purpose. Step 1: Choose your email newsletter tool. First, choose an email newsletter tool that fits your budget, goals, and technical capabilities. HubSpot offers one of the best email marketing tools you can use to send optimized and well-designed newsletters. It is part of Marketing Hub, a marketing automation software for small businesses. An email newsletter tool is easy to learn – there is virtually no learning curve, especially if you have experience using page editors in your content management system. Even if you’ve never touched a drag-and-drop editor before, HubSpot’s email marketing tool is easy to learn. And you can start for free. We recommend using HubSpot’s free tool to get started with creating your newsletter, and we’ll include screenshots of your steps. HubSpot includes many integrations such as BEE Pro and alternative email newsletter builder tools. Step 2: Find a purpose for your newsletter. Learn the types of newsletters you can send in our free email newsletter guide. Before you start writing, make sure you fully understand the purpose of your newsletter and how it fits into your larger content strategy. (Got one in place? Skip to the next section.) Need a newsletter to drive more traffic? Want to help build opportunities? Want more email contacts? Want to drive traffic to your website? Or promote new products and services? Find your purpose and let the rest of your decisions flow from there. It is also worth noting some key performance indicators for each of these objectives. Remember, your KPIs should go beyond “how many people opened it”. Instead, it should be closely related to your overall business goals. Your email open rate can be an indication of your newsletter performance, but it shouldn’t be the only number you focus on each month. Here are some email marketing metrics to consider. Step 3: Choose a template and collect content. Once you’ve decided on a goal for your newsletter, it’s time to choose a template and find content for it. If you’re new to email design, I recommend checking out the pre-made templates – it’ll save you a lot of pain. If you use HubSpot, you have access to pre-built templates in your email tool. Depending on how early you target your newsletter and how often you plan to send this newsletter, you can actively or passively find content in the time between sending two emails. Being proactive means looking for content that addresses a specific goal. Passive means you stumble across other content while browsing, but realize it’s a good fit. When I put together newsletters, I do a lot of active searching, but I can save a lot of time if I’m passive. Bookmarking links throughout the month was a time saver because I knew I had to send out a newsletter every month. Instead, I usually spent several hours hitting the back button and digging through the content. How you want to collect your content is up to you. However, the best places to look for content are your company’s social media accounts, lead offers, internal newsletters, and training documents. Favorite Resource: Email Newsletter Lookbook Need inspiration on what content to include in your newsletter? HubSpot’s Email Newsletter Lookbook lists the best email newsletters in all industries to help you plan your email newsletter. Step 4: Personalize your template. A template is a great start, but it’s time to personalize it. Using a template gives you an idea of how your newsletter will look before you write the copy. That way, you know exactly how much space you need to move your content around — and there are few things more frustrating than trying to squeeze in too much space. Your pattern doesn’t have to be flashy or anything. Even newsletters with minimal text and color formatting look great. Design should make it easy for recipients to read, scan, and click on email elements. Tip: Use HubSpot’s AI email writer to create newsletters. The tool can create a copy, and then you can choose a template that suits your needs. This means it should be mobile friendly. According to Litmus, 41.6% of people open email on a mobile device, 25% more than on a desktop. You can customize the template by clicking the Items button in the Marketing Hub and editing the specifications in the left panel. Check out this post for some great email newsletter design inspiration. Step 5: Set the email newsletter size. Unfortunately, email newsletters do not automatically resize when sent to subscribers. But since everyone opens their email on their own device and email service, how do you know what size or resolution they should be? Most providers standardize email newsletter size to 600 pixels wide, with basic email padding 30 pixels wide all around. In this case, the content of the newsletter can survive the correction. Therefore, it is very important to ensure that your newsletter design fits the universal 600px width. And what about the height? After all, your email can be as long as you want (or rather, as much) without the email client messing up its design. However, if an email takes forever, people are much less likely to click on your website – and email clients with sensitive spam filters will notice. As a general rule, try not to make your email recipients scroll for more than a second before reaching the end of the email. Step 6: Add body content. Next: Complete the template with words and pictures. This will be the meat of your email newsletter, so take the time to make it perfect. While some prominent newsletters take the opposite approach, many keep their copy short and sweet to encourage clicks. This post will help you copy your email newsletter if needed. Don’t forget to include some images to help support your copy. Don’t forget to edit your email well – maybe forward it to one of your colleagues. Remember, once you’ve submitted an item, you can’t fix embarrassing mistakes like web content. Make it clear to your audience what value they expect from your newsletter, but make sure the content isn’t predictable, says Hustle managing editor Ben Berkley. The way The Hustle works is that our readers receive the most relevant business and technology news in a quick and exciting package, but each email is packed with surprises and topics you won’t find anywhere else. – he explains. “The format is always consistent, but the two e-mails appear to be editorially unduplicated.” Berkley says readers never know what they’re going to get, but “they know it’s worth reading.” Step 7: Add personalization tokens and intelligent content. I feel like the best email newsletters I get are the ones I personally subscribe to – a friend took the time to put together a newsletter that includes the things I want. I open them, click them, and share them every now and then. If you want your digital newsletters to feel personal, you need to do three things: segment your emails, choose content that only that group of people will like. add in personalization tokens. If your marketing software supports personalization, it’s a simple thing that can dramatically affect your conversion rates. Pro tip: only add a few personalization tokens – you don’t want your email to be crap
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