What to Include in your Email Newsletter

As a marketer, you want to deliver great content that's engaging and drives sales. Whilst an e-newsletter provides the perfect platform for you to do all of the above, some businesses don’t always reach their full potential.

We’ve put together a series of what to include in your e-newsletter to make sure it performs the best it possibly can - let's dive into part 1!

Your E-Newsletter Must Have An Engaging Subject Line

This is the first place you grab your reader’s attention. Recent research from HubSpot demonstrates that 35% of email recipients open an email based on the subject line alone! It’s one of the most crucial parts of your e-newsletter and while it only takes up maybe 5% of your newsletter, it should take up a lot more than 5% of your effort to craft.

Set A Goal For Your Email Newsletter

For each e-newsletter, you should set one primary goal. At Total Merchandise, our goal is for people to check out our current offer on promotional products, therefore, we focus our email on having subscribers click through to our website.

For most businesses, the main goal will be to generate high click-through rates. A great way of increasing engagement is to personalise the email and segment your list. For instance, if you are an e-commerce clothing store selling menswear and ladieswear, segment your subscriber list so you can send promotions of ladieswear to women and vice versa – this increases the value of the email for the subscriber as it is more personal to them.  

Include A Clear Call-To-Action

Including a clear call-to-action ensures that the reader knows where to go, resulting in higher click-through rates. For instance, having an obvious button that states ‘Meet our new product’ is much more eye-catching than a hyperlinked text saying ‘new product’. 

Make Sure Your Newsletter Features An Unsubscribe Link

We know this sounds counter-intuitive, but it’s important for subscribers to be able to easily unsubscribe, so make it clear with an unsubscribe link at the bottom of your email newsletter.

When the reader clicks through to your unsubscribe page, this is where you can say that you’re sad to see them go but offer a few alternative options from unsubscribing indefinitely. If your company sends 2-3 per week, offer the subscriber the option to reduce their intake of your newsletters to once per week. 

Now you have a clear understanding of what's needed before you send your email you can be confident when clicking send! If you want some more information about how to make your e-newsletter the best it can be, you're in luck - keep an eye out for part two and three of this series.

Written by

Katie Reed | Product Manager & Head of Artwork

With 13 years of experience in the promotional merchandise industry, Katie speaks with true authority about all matters related to promotional products. Her attention to detail and creative flair ensure that product details, prices, imagery and descriptions are accurate and answer all our customers' questions. Her articles and other product-related content have become truly trusted sources of information and inspiration for anyone deciding on their next promotional product order. In another life, Katie would have been a star Quidditch player.

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