In today’s fast pace of life, newsletters have emerged as one of the best ways to reach customers. It has become an effective marketing tool for businesses. It is one of the most cost-effective too. A properly designed newsletter campaign can improve the profitability of any company.
However, many times, most of the advantages are lost when newsletters are poorly designed and envisioned. Newsletters must be designed as per the company’s type of products or services. Every industry is different. Hence, each industry must have a newsletter campaign that caters to it. A newsletter campaign meant for one industry will never work for another.
You realize this when you analyze email newsletter samples. The main purpose of email newsletters is to serve the business. Unfortunately, you will find that the enticing elements of email newsletters are either unorganized or badly organized. Further, we find that the purpose of the email newsletter is completely lost many times.
Table of Contents
Enticing Elements Of Email Newsletters
The elements of an email newsletter define its purpose. Broadly, they fall into two main categories
- Business Goals
- Customer engagement
Before designing any campaign, a proper understanding of these two categories is very important. Successful campaigns are produced when keen attention is paid to every detail of these elements.
Let us break the two main categories into detailed points.
Business Goals
Every function performed by any business aims to reach certain goals of the company. The most important goal is to improve sales. Email newsletters play an important role in achieving this. A successful email newsletter must fulfill the following requirements:
- Creating awareness
- Prompting contemplation
- Sales Conversion
1. Creating Awareness
The primary objective for any business is to create awareness. An informed customer is more likely to make a purchase. The simple principle is that awareness of a product or service will create a need. Need, in turn, creates a desire to purchase.
2. Prompting Contemplation
The email newsletter campaign must prompt a customer to contemplate or consider.
An existing customer is aware of the product offered. They already use what the company offers. Therefore, any email newsletter must build loyalty and be organized to achieve this objective for existing customers.
On the other hand, the objective for a prospective customer will be completely different. The newsletter, in this case, must include important information. This information must lead the customer to consider the product or service offered.
This enticing element must cause consideration in the subscriber’s mind in either case.
3. Sales Conversion
Email newsletters must be designed with sales conversion as the target. It must create awareness and prompt contemplation to lead to a sale or a purchase subtly.
Let us now turn our attention to the second category.
Customer Engagement
An email newsletter must engage the customer. A study of various email newsletter samples shows a trend. The successful ones are those that engage the customer. Every part of the campaign must achieve this. For this, one can use any of the following elements:
- Informative engagement
- Entertaining engagement
- Call to action
1. Informative engagement
The email must provide important information to the customer. This element requires a lot of forwarding thought and planning. The email newsletter must address some important questions like
- What do customers want to know about?
- What information will keep customers aware of the latest trends?
- What information will help customers?
- What information can make customers decisive?
After careful analysis of these questions, the body of the email newsletter must be based on answers to these. The newsletter’s success is based on how well these queries are solved.
2. Entertaining engagement
When information is presented matter-of-factly, it can get boring to read for the users. One cannot expect to engage customers just based on information. On the other hand, a little entertainment can grab the reader’s attention. Therefore, it is good to make the newsletter interesting while being informative. Creating some fun elements will keep the reader. If there is no inspiration to make the customer read on, they may ignore the newsletter. A lighter tone certainly manages to create a lighter mood. This aspect engages customers in a big way. Entertaining newsletters create expectations. There is a strong possibility that customers may share and forward them to another customer.
3. Call to action
The beauty of email newsletters is that they will make a call to action. If the information provided helps the customer, they will act on it. For example, deals or discounts communicated through the newsletter could be the factor that makes the customer purchase the product or service. A link in the newsletter will ensure this.
Conclusion
A study of email newsletter samples has shown the success ratio is greater for properly designed and organized newsletters. Impeccable elements combined with enticing design ensure that the newsletter campaign helps meet business targets.