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What are the best practices for creating engaging email newsletters?

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Email newsletters are one of the most effective customer experience communication tools, but they can also be challenging to create and maintain. How can you design and write email newsletters that engage your audience, deliver value, and drive action? Here are some best practices to follow.

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1 Know your purpose and audience

Before you start crafting your email newsletter, you need to have a clear idea of why you are sending it and who you are sending it to. What are your goals and objectives for your newsletter? What are the needs, interests, and preferences of your audience? How can you segment and personalize your newsletter to suit different groups of subscribers? Having a clear purpose and audience will help you shape your content, tone, and frequency.

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Bonnie Conrad

?? Marketing Director | Digital Strategist | I Don’t Do Fluff—Just Data-Backed Strategies That Drive Growth ??
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One thing I have seen work really well is personalizing content for the specific audience and their interest or pain points. Tailoring the newsletters with clean and concise language for your reader to easily skim over and understand. Also, be clear about your call to action and ensure it is relevant to the information you share in your newsletter. For example, if you are discussing your newest course that is about to launch, you would use the CTA "Preorder Now" or "Learn More," not something like "Subscribe Here" or "Contact Me".

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Raymond Caron

Customer Service and Quality Improvement | Managerial Certifications | Process Improvement Expert | Analytical Problem Solver
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People receive a large number of emails, and do not commit a large amount of time deciding what to read and what goes to trash, so must be very tightly focused, engaging and the introduction in the email, and newsletter should reflect the high points quickly to get the audience to connect. Focus is the most important item

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2 Choose a catchy subject line and preheader

The subject line and preheader are the first things your subscribers see when they receive your email newsletter. They are also the main factors that influence whether they open it or not. Therefore, you need to make them catchy, relevant, and enticing. Use clear and concise language, avoid spammy words, and include keywords that match your audience's intent. You can also use emojis, questions, or numbers to add some personality and curiosity.

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Farah Mohammed

RBC Branch Manager Advisor
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You want something short, informative and intriguing. Short because most likely your reader is viewing your email/article from their mobile device not leaving much room for a long title. Informative because you want your reader to feel like they can benefit or find value in the information being shared if they choose to spend time reading your email/article. Let's face it, time is precious and if someone feels like they didn't find your content engaging, you better believe the next time they see your name whether coming from an email or article they're not going to read it. Lastly, intriguing. This is where you have that magic word that stops them from scrolling and brings their eyes right back to click on your email/article.

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3 Create a consistent and attractive layout

The layout of your email newsletter should be consistent, attractive, and easy to read. Use a simple and responsive design that adapts to different devices and screen sizes. Use a clear and recognizable logo, a header that summarizes the main topic, and a footer that includes your contact information and unsubscribe link. Use white space, images, and colors to break up the text and create visual appeal. Use headings, subheadings, and bullet points to organize your content and highlight the key points.

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4 Write engaging and valuable content

The content of your email newsletter should be engaging and valuable for your audience. It should provide useful information, insights, tips, or stories that relate to your purpose and audience. It should also have a clear and compelling call to action that encourages your subscribers to take the next step, whether it is to visit your website, buy your product, or reply to your email. Use a conversational and friendly tone, avoid jargon and fluff, and proofread your content for errors and typos.

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5 Test and optimize your email newsletter

Before you send your email newsletter, you need to test and optimize it to ensure that it works well and delivers the results you want. You can use tools like Litmus or Mailchimp to test how your email newsletter looks on different email clients, browsers, and devices. You can also use tools like CoSchedule or SubjectLine to test and improve your subject lines and preheaders. You can also use analytics and feedback to measure and improve your open rates, click-through rates, conversions, and satisfaction.

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6 Follow the best practices for email marketing

Finally, you need to follow the best practices for email marketing to ensure that your email newsletter is compliant, ethical, and respectful. You need to obtain permission from your subscribers to send them emails, and honor their preferences and choices. You need to avoid spamming your subscribers with too many or irrelevant emails, and provide them with an easy way to unsubscribe. You need to respect their privacy and data, and follow the laws and regulations that apply to your industry and location.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for creating engaging email newsletters?

1

2

3

4

5

6

7

1 Know your purpose and audience

2 Choose a catchy subject line and preheader

3 Create a consistent and attractive layout

4 Write engaging and valuable content

5 Test and optimize your email newsletter

6 Follow the best practices for email marketing

7 Here’s what else to consider

Customer Experience

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What are the best practices for creating engaging email newsletters?

1

2

3

4

5

6

7

1 Know your purpose and audience

2 Choose a catchy subject line and preheader

3 Create a consistent and attractive layout

4 Write engaging and valuable content

5 Test and optimize your email newsletter

6 Follow the best practices for email marketing

7 Here’s what else to consider

Customer Experience

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感谢您的反馈

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