How to Write an Effective Newsletter That Converts is a simple process if you take the time and follow my guidelines that are very easy to implement to create better conversions.
Are you looking to build an email list that converts? Even if you are not selling anything you are always looking to convert readers into subscribers, or subscribers into someone taking a specific action of some kind.
When you’ve decided to start off your email marketing campaign the first hurdle you are probably going to face is the lack of subscribers.
Every website owner should have a subscription button inviting people to subscribe to their email newsletter and unfortunately, people aren’t always interested in getting emails in their inbox. How many times did you subscribe to a newsletter yourself?
Over the years I have subscribed and unsubscribed from dozens of email newsletters. The one common denominator for me has always been that I subscribe when I see value in doing it.
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Your Subscription Language
This means I want to subscribe. That is probably the most important thing in writing an effective newsletter that converts. It starts with getting people on your email list that want to be there.
This eliminates spam. People will know who you are when you email them.
So let’s go through building a list of subscribers that want to be on your list so you can convert them more easily.
1. Best Ways to build up your email list.
There is no clear-cut method to build up your email list. You probably need to use a mix of methods to get the best results.
Test which ones are giving you the best results and which aren’t. Here are some of the best ways to build your email list.
2. Through landing pages.
Build landing pages and invite your readers to subscribe to your email newsletter at the end. Instead of directly asking to buy products or services, free email newsletters are the best way to generate reader interest through landing pages.
Landing pages do not have the advantage of preselling as a blog or website does. Therefore consider sending your subscriber to a presell page after they subscribe.
3. Pop up plugins.
You can use pop-up plugins on your website to alert your website visitors to subscribe to your email newsletter. Most probably you have a WordPress site and it’s pretty easy to find a pop-up plugin for free.
Just search the WordPress plugin directory for one. Use pop-ups on all pages and blog posts and not just your home page.
4. A form on your site.
Just have a simple form on your site. Your audience is reading through the pages so they can subscribe to your newsletter if they find the content interesting.
Put your form above the fold. This makes it easier to see and subscribe. Use a freebie to entice your subscribers.
Use social media sites like Facebook. They are a marketer’s paradise.
While you may use Facebook ads to generate interest on your Facebook pages, there is a lot more than you can do including tweeting and using LinkedIn to help people know about what you have to offer.
6. Survey tools
Carry out regular surveys among your customers to know what they need from you. You can even ask your website visitors to fill out a 2-minute survey.
These short surveys show you are interested in your subscribers. They can also provide you with valuable information that will help you convert more subscribers into customers.
7. Who’s Your Audience?
You need to use the right email template to connect with your audience. Let’s put it another way. Top email tools have built-in templates, but you may need to create one that suits your business needs.
Let me give you an example……
As a pharma marketer perhaps you could try to get one that has a ‘healthcare’ feeling to it. Choose the frequency by which you would contact your subscribers – decide whether it’s weekly, bi-weekly, or monthly.
8. A/B Split Testing.
You need to optimize your email list – you would probably do well with each newsletter that you send. Focus on building your list and carry out A/B split testing.
A/B split testing is a method used to understand which variation or form of your page will yield the best result. Here you can use two to three different type of email templates to check which one produces the most positive results. You can have simple variations within the template itself including:
1. The topics/content of the newsletter
2. The tone of the newsletter
3. The email template of the newsletter
A/B split testing helps you know what type of method will help you get higher conversion rates. You can check a number of different factors including the number of views, downloads, and conversions through each version.
I have found that always selling in an email newsletter is a bad approach. A better approach is to provide useful content in the newsletter.
Include links back to your blog or website if someone wants to click on them. This puts them in charge and they will click more when they want to.
Quality content builds your credibility with them. When you are credible you will convert more subscribers over time.
This is a process. Remember Rome wasn’t built in a day. Let me also say right here that proofreading is important. Nothing hurts conversion rates like poor grammar and spelling.
Appear professional when you write. Write like you talk and keep errors to a minimum. You do not have to write like a professional using big words, but be simple and let your point flow for better understanding.
My Final Thoughts
I have always felt that too much emphasis is put on style and not content when it comes to writing an email newsletter. Write like you talk and use topics people are interested in.
When you do this, conversion rates increase naturally. People like to buy from people they like and trust. You earn that by targeting the right audience and respecting them when you send out your newsletter.
Then you can use tools such as surveys and split testing to improve your conversion over time. And if you make a few mistakes sometimes, you can make the necessary changes when you read from time to time when you get comments.
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