Do you produce a regular eNewsletter but find that your open rate is declining and people just aren’t engaging with it like they used to?  Or perhaps you are at the point in your business where you are considering starting to send an eNewsletter but not sure where to start?

I’ve been working with clients to makeover their email marketing for many years now and over that time I have seen all ends of the spectrum when it comes to eNewsletters – the good, the bad and the UGLY!  I am constantly being asked to review email marketing campaigns and give some feedback about how they could be improved, and turn the open rate from a steady decline, to most certainly headed in the opposite direction – up, up, up and UP!

Here are my 8 top tips for an amazing eNewsletter (that your list will actually READ!)

1. Keep it Clean

Choose a template and layout that is easy to read, with lots of white space.  Avoid any distracting coloured or patterned backgrounds.  Aim for a design that is clean, simple and easy to read.

2. Balance your text

Break up sections of text with appropriate high-quality images.  I know that nothing turns me off more than opening a newsletter that is a massive page of text – don’t do that to your subscribers! If you want to include long blog posts or articles, consider only inserting the first paragraph or two of the post and then placing a “Read More” button which sends people over to your website to continue reading.  This is also a great way to drive traffic to your website – just make sure to cut the text off at a point that is enticing and really makes the reader want to click through to finish reading.

3. Use an appropriate email marketing system

There are many email marketing systems available, however I generally recommend MailChimp as the best starter option.  It’s easy to set up, easy to integrate with your website and Facebook page and best of all – it’s FREE for under 2,000 subscribers (with a range of cost-effective options for larger lists).

4. Use sub-headings and white space

Make it easy for your readers to scan the content by using plenty of subheadings and white space to break up the sections of your eNewsletter.  It’s all about readability – keep it clean and uncluttered.

5. Don’t make it all about sales

Of course, it’s fine to include an element of promotion by way of special offers, information on new products or services etc, but balance this out with other non-salesy elements.  These could include articles that compliment your business offerings but aren’t necessarily sales or promotion driven, images or quotes or even perhaps a collaboration with complimentary businesses or services.

6. Watch your tone

Try and write in a conversational way using every day language rather than writing in stiff corporate speak. You will find that your readers will relate to you much easier if you write in a way that is a bit more relaxed and conversational.

7. Spice up your subject line

Think about it – if you were to receive an email with the subject line “Fred’s eNewsletter”, would you open it?  I know myself, I am so swamped by emails that I tend to bin most email marketing unless it has a really enticing subject line that catches my eye and reels me in.  Make sure you give some real thought to an interesting, enticing and eye catching subject line for your eNewsletter.

Some examples:

• The top 6 ways to get more sales (and a special bonus!)
• The truth about passive income (that nobody’s talking about)
• How to work less (and earn more) in your business
• Check out the amazing new range just launched (and an exclusive subscriber discount!)

Clearly it will all depend on what products or services that your business offers, and the content that you have included in your eNewsletter, but you get the gist!

8. Remember your calls to action!

What do you want your readers to do after reading your newsletter? Do you want them to book a place in your workshop?  Ask them to!  Do you want them to contact you for a quote?  Ask them to!  Do you want them to buy your product?  Direct them to your shop!  Whatever it is that you want them to do – make it clear.  Call them to action.