How to Build a Newsletter That Turns Subscribers into Buyers
Sending regular newsletters to your subscribers has many benefits. Firstly, it allows you to communicate any important news or updates in your company. And secondly, it enables you to nurture subscribers who haven’t yet bought from you to become a customer. Simply sending out a newsletter without any thought is not enough and won’t help you convert your prospects. So, how do you build a newsletter that turns subscribers into buyers?
Before we go any further, it’s important to realise that your prospects will not buy directly from an email and so your goal should be to get them to a landing page on your website. If you can do that, you’re over the biggest hurdle. So how can you get them to that landing page?
1. Perfect your Subject Line
Think about how many emails you receive every day- do you open every single one? Or just the few that catch your attention? Your subject line is one of the most important elements to consider when you build a newsletter because it’s the first glimpse your subscribers get of your email. Therefore, it should immediately spark your subscribers interest and entice them to open your email. Figures suggest that a staggering 66% of all emails are now being opened and read on a mobile device. Did you know how many of the email subject line the average mobile device reveals? Between 25 and 30. So keep it short and sweet. (Click here for email subject line do’s and don’ts.)
Ask an thought-provoking question in your subject line. The majority of your subscribers will be desperate to learn the answer!
2. Offer Valuable Content
Now that you’ve got your subscribers to open your email, what content should be included? It absolutely MUST be relevant and valuable to your target audience. Otherwise they simply won’t be interested and you run the risk of them opting out of your emails. Ideally, the content should be predominantly your own, however curating content from other relevant sources is another effective way of engaging your subscribers and can save you a lot of time. This could include:
- Links to articles
Bookmark or save relevant and interesting articles as you go along using a tool like Evernote.
3. Give Something Away
Your newsletter should not always be about selling, but about offering value to your readers. Give away a free e-book for example. Including a link in your email to a freebie on your website does two things:
- Firstly, it increases traffic to your website
- Secondly, it gets people to a landing page. Here you can offer paid products too!
Everyone loves a freebie and doing this could well lead to additional subscribers. So think about what you can offer your readers.
4. Include Just One Primary CTA
What is the aim of your email? Keep this in mind when you build a newsletter. Again, your newsletter should not always be about selling to your readers, however, if you have a new product available, of course you want people to buy it.
If this is the case, ensure that this is the first thing your readers see. Include a brief description of the product and tell your subscribers exactly what you want them to do.
Of course, you can include other links to articles or blogs in your email but make these secondary call to actions and allow your product to take centre stage.
5. Build a Newsletter That is Visually Appealing
There is nothing worse than opening an email-eyesore. We’ve all received them at some point. The ones with one too many typos, bad quality images, loud and garish colours or overuse of capital letters. We might open them due to their enticing subject line but immediately hit delete. A 100% open-through rate is worthless if your click-through rate remains at zero.
So, how can you ensure your email is visually appealing when you build a newsletter?
- Limit your font to just 2 or 3 styles:
Using too many font styles can make your emails look messy. Consider using just one for your headings and one for the body. Last Minute’s email (below) uses what appears to be just one font and a variation of standard and bold text.
- Use high quality images
If photography’s not your strong point, consider downloading high quality stock images, using sites like Unsplash or Pexels.
- Keep it simple
Keep your text usage light and utilise sections appropriately.
- Limit your colours to just 2 or 3
Match your brand colours for consistency and limit it to up to 3 complementary colours. Last Minute uses just 3 simple colours- black, white and their brand colour, pink.
- Ensure your email is responsive
As mentioned previously, 66% of all emails are now being opened and read on a mobile device. Therefore, if your email is not responsive then you can forget it converting any subscribers into buyers!
So there’s 5 tips build a newsletter that turns subscribers into buyers. Your primary aim should always be to nurture your readers and engage them with great content as opposed to sell to them constantly. Win their trust and build a relationship by offering free and useful resources and keep them interested in your brand.