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How to Create an Email Newsletter that Builds Brand Loyalty

Email newsletters are an effective way to communicate with and sell to your target audience. An email newsletter, like any strong device, may serve several purposes.

Newsletters, for example, not only tell subscribers on what’s new with your firm, but they also inform them about your goods and services, putting your brand front and center in their inboxes.

When you create email newsletters with the purpose of offering value to your consumers, you can strengthen your connection with them and develop trust and authority—both of which are great for your marketing goals!

This article will show you how to develop an email newsletter that will help you build deep connections with your readers and convert leads into new customers.

What makes an email newsletter effective?
It’s an excellent moment for email newsletters.

The New York Times has joined the trend, starting 33 email newsletters of its own. And they’re quite good at it—their newsletters have a whopping 70% open rate.

One of the New York Times’ practical methods for appealing newsletters is to transition from RSS feed-based newsletters to ones produced by actual people. This personal touch helps break through the inbox congestion of a million social media and other internet feed-streams that appear in the inbox of your prospect on a daily basis.

The Times also emphasizes giving value outside of sales content and other offers, which is a critical component of any excellent email newsletter.

It gives us an important lesson about how to maintain our readers’ attention: just engage them! Bring your audience knowledge that they actually desire and need. Choose a trend relevant to your business that your clients are interested in and let your imagination go wild.

Consider this example from Harvard HEALTHbeat’s newsletter:

It features a feature article to assist visitors learn more about yoga, a sidebar with online learning classes, and this in the sidebar if you scroll down the page:

This timely tidbit provides a brief daily health advice, allowing readers to benefit even if they don’t have time to read the whole email. This sidebar also contains related articles that may be of interest to readers who have some spare time.

Remember that if your newsletter doesn’t provide value, it won’t operate as a marketing tool, therefore as you put up your newsletter, be sure to provide readers something more than offers and sales hooks.

Let’s look at how to make an email newsletter that will accomplish all of this for your clients and more.

How to Develop a Successful Email Newsletter Strategy
Ready to dive in and start creating an outstanding newsletter? Awesome! Here are a few pointers to help you stay on track:

  1. Maintain your relevance
    You already know that your readers want and want value, but you must also produce content that is both relevant to them and to your business.

Consider Casper’s approach to the snoring-inducing topic of mattresses. Nobody wants to read article after article on mattress troubles.

But what about sleep? That is a totally other story! It’s a topic related to their product (mattresses) and what consumers want—a good night’s sleep.

This is how they accomplished it:

Their “Van Winkle’s” newsletter provides clients with up-to-date information about sleeping properly.
This not only delivers relevant (and beneficial) material for their audience, but it also allows them to connect their product to the customer’s quest for the best method to sleep tight.

  1. Make it easily distributable.
    Designing a superb newsletter with relevant information and encouraging sharing is the ideal strategy to maximize the effect of your marketing efforts.

You may accomplish this by including a simple request in your call-to-action (CTA) and making it clickable, or by including conspicuous social media sharing buttons where subscribers can discover them.

An example of a social media button placement is shown below. One of the most obvious placement spots is the full-color social media symbols at the very top of the newsletter header:

And here’s an email newsletter with prominent, clickable links to urge readers to send it on to interested friends and relatives.

The red print in this one shines out against the basic backdrop, increasing the desire to share the message.

  1. Keep things basic.
    For skimming readers, a clear, uncluttered approach works best. This email from Really Good Emails is attractive and informative due to its bright, basic style and easy-to-find content:

This email is personable and straightforward, with the relevant information prominently displayed and clickable, allowing users to quickly get the information they want.

  1. Personalize it
    Personalizing your newsletter will increase the likelihood that it will be opened and read.

Personalized emails are opened 29.3% more frequently than non-personalized emails, therefore it’s worth the effort to include this touch in your email newsletter.

Personalization may also increase your income by 5.7 times, which is a compelling incentive to use it in your next email newsletter campaign.

So, now that you understand the significance of customizing your newsletter, let’s look at some choices. Personalization may be used in a variety of ways. Here are a few ideas to get your imagination going.

Here’s an example of a newsletter with a personalized subject line, which is an excellent approach to avoid the spam filter.

FitBit personalizes its email in the following example by picking content for a specific audience:

Segmenting enables you to give more relevant, quality information to certain niches within your audience, while also increasing the number of opens and clicks on your email marketing tools.

Another method to be more personable is to send your newsletter from the “desk” of a real person, rather than a randomly created email address.

This customized newsletter comes directly from Dan:

Personalization contributes to the relationship-building mentioned earlier, and it shows your audience that you care about them as people, not simply sales prospects.

This, in turn, is one of the ways that your email newsletter can help you develop your client base, create trust, and, most importantly, generate brand loyalty.

Wrap Up
You discovered how crucial email newsletters are to your marketing plan in this post.

With consumer and marketer interest in this multi-purpose product growing, it’s a smart idea to consider adding an email newsletter to your arsenal of key marketing tools.

You’ve learned how to construct an email newsletter that provides relevant material in a simple, personable, and shareable format in order to boost consumer interaction and establish a strong, brand-loyal base of repeat purchases.

Using an email newsletter is a terrific method to show clients how important they are to you, provide them with extra value, and boost their chances of purchasing from you again and again.