One of the best ways to provide your customers value, encourage them to buy more things, and stay engaged with your brand is by creating an email newsletter. In general, newsletters are a key component of any successful email marketing campaign.
Continue reading if you want to make sure you don’t omit any procedures when creating a newsletter. For anyone wishing to send an email newsletter, we’ve put together a thorough checklist.
How to Create a Newsletter
You’re balancing many balls at once when you launch an email newsletter. While adhering to email law, you have to worry about editing the language, coming up with engaging calls-to-action, designing the email to work on numerous inboxes and devices, eliminating any spam triggers, and coming up with clickable subject lines (yes, there is such a thing).
Oh, and after you send your email to your subscribers, there is no going back if you make a mistake in any section of it.
Create a bookmark for the following instructions in your browser if you’re sending newsletters, or print it off and hang it next to you. You don’t want to skip these important stages.
Checklist for creating an email newsletter
Are you prepared to begin? The steps you should follow to make the greatest email newsletter for your professional or personal objectives are listed below.
Step 1: Select a tool for your email newsletter
Pick a tool to build an email newsletter. Priorities first Pick an email newsletter tool based on your financial situation, objectives, and technical proficiency.
One of the best email marketing solutions available is provided by HubSpot, allowing you to send optimized, attractive newsletters. It is a component of Marketing Hub, a marketing automation tool for small to medium-sized enterprises. There is hardly any learning curve when using the email newsletter tool, especially if you have prior familiarity with drag-and-drop page editors on content management systems.
The drag-and-drop editor in HubSpot’s email marketing tool is easy to use even if you’ve never used one before. And you can begin for nothing. With screenshots included as we move from step to step, we’ll demonstrate how to begin building your newsletter using HubSpot’s free service.
Step 2: Establish the purpose of your newsletter
Types of newsletters and how to generate them. In our free email newsletter guide, you can find out what kinds of newsletters you can send. Make sure you are well aware of the purpose of the email and how it fits into your overall content strategy before you begin to write a single word. (Does one exist? Move on to the part after this.)
Is the goal of your newsletter to increase blog traffic? aid in your lead generation? Obtain more email addresses? entice visitors to your website? or advertise fresh goods and services? Establish your objective and let it guide the remainder of your decisions.
For each of these objectives, you should also make a note of certain key performance indicators. Remember that your KPIs should be more comprehensive than “how many people opened it.” It ought to be more directly related to your overarching business objectives. The performance of your newsletter can be estimated by the open rate of your emails, but this shouldn’t be the only figure you pay attention to each month. Consider the following email marketing stats.
Step 3. Select a template and gather your stuff
Choosing a template for an email newsletter’s creation. Once you’ve determined your newsletter’s objective, it’s time to select a design and gather content for it. If you have no experience designing emails, I’d suggest looking into pre-made templates because they can prevent a lot of future misery. You can use pre-made themes in the email tool if you’re using HubSpot.
You might be able to actively or passively find content between two email sends, depending on how early you set your newsletter’s aim and how frequently you intend to send it. Active refers to searching for content to accomplish a particular task. Passive refers to the fact that you’ll come upon it by chance when looking through other content yet realize it could fit in well.
I used to spend a lot of time actively looking for information when putting together newsletters, but I could have saved a ton of time by being passive. I could have saved a lot of time by bookmarking links during the month since I was aware that a newsletter needed to be sent out every month. Instead, I would typically spend hours searching for information on my blog by using the “Back” button.
Whatever method you want, great sources of content include your company’s blog, social networking pages, lead-generation deals, internal newsletters, and training materials.
Step 4. Customize your template
Create an email newsletter by customizing the template. Although a template is a terrific place to start, it is now time to add your own style. Before you start writing the copy for your newsletter, use a template to get an idea of how it will look. Then you’ll be able to promote a piece of content using the exact amount of space you have available. There are few things more stressful than having to fit copy into a small space.
Nothing particularly fancy needs to be in your template. Newsletters will still look fantastic with simple color and text layout. Simply put, the email’s layout should make it simple for readers to read, skim, and click on various components. Therefore, it should also work well on mobile devices. 41.6% of individuals, or almost 25% more people than email opens on desktop, check their email while using a mobile device, according to statistics from Litmus.
By clicking into items in Marketing Hub and making changes to the specs on the left-hand panel, you can start modifying your template. Check out this post for some design ideas for fantastic email newsletters.
Step 5. Set the size of your email newsletter
Setting the email size when creating an email newsletter. Unfortunately, when you send email newsletters to subscribers, they don’t automatically resize. But how are you meant to know what size or resolution they should be because everyone views their emails on the gadget and email provider of their choice?
Your email newsletter will typically be 600 pixels width by default, with email body padding that is an additional 30 pixels wide on both sides. And if that occurs, your newsletter’s content could not hold up to the change. Because of this, it’s crucial to make sure your newsletter design fits within that standard 600px width.
How tall are you? Finally, your email won’t be distorted by the email client no matter how high (or rather, how lengthy) you make it. However, if the email runs on forever, recipients are considerably less likely to go through to your website — and email clients with sensitive spam filters might take note as well. Try not to make your email readers scroll for more than a second before seeing the finish of it as a general rule.
Step 6: Include the content of your body
Adding material to an email newsletter to make one. The template will then need to be filled out with text and images. Spend time honing this because it will be the main component of your email newsletter. Most people keep their material brief and to the point to increase click-throughs, but some well-known newsletters go the other way. If you require assistance with email newsletter copy, refer to this post. If you can, provide some visuals to support your writing.
Don’t forget to thoroughly revise your email; you might even give it to one of your teammates to review. Remember, unlike with web content, you cannot correct those embarrassing typos after you mail the item.
Step 7: Include smart content and personalisation tokens
Personalization tokens for email newsletter creation. The top email bulletins I get the impression that they were written especially for me, as though a buddy had taken the time to put together a newsletter with items that only I would find appealing. Almost always, I click on them, open them, and share them.
Three things should be done if you want your mails to seem that personal:
Segment your email lists and select material that will appeal specifically to those individuals.
Add tokens for customisation. This is a relatively simple strategy to put into action that might have a significant impact on your conversion rates if your marketing software allows personalisation. Having said that, simply include a small amount of personalisation; you don’t want to spook your email receivers. By selecting “Personalize” on the top navigation bar of Marketing Hub, you may add personalization tokens.
Add intelligent content as well. This type of material demonstrates one thing to one segment of your audience while demonstrating another. An illustration would be a clever call-to-action (CTA) that your leads would see for speaking with your sales representatives and your customers would see for purchasing tickets to a customer-only event. Smart content will only display the appropriate CTA to the appropriate audience member because neither audience would want to see the other audience’s CTA.
Step 8: Pick your sender name and subject line
Subject line examples for email newsletter creation. Although the preferences of your audience may vary, we discovered that using a sender name from a genuine person improved opens and click-throughs. To see if it also works for you, do an A/B test. Make sure it’s something recognized, whatever you decide, so recipients won’t be perplexed as to why they’re receiving your email.
Subject lines can be more challenging. Brevity and a value proposition that can be implemented right away are two factors that can assist you in creating a subject line that will attract people to click. Having said that, some excellent marketing emails with the subject “Not Cool, Guys” have been sent. Use the best practices for subject lines as a starting point, then do your own A/B tests to determine what your audience prefers.
Step 9: Include plain text and alternative text to support your newsletter’s content
Instructions for composing an email newsletter in plain text. The email will be nearly ready to send at this time. I’m assuming that while following the previous processes, you overlooked the alt text and plain text. I know I do almost every time I create an email.
When a picture isn’t loaded, text known as “alt text” appears instead. You must make sure the alt text is present because not all email providers load photos correctly, preventing your recipients from understanding what they are viewing. Without alt text, your conversion rates will undoubtedly decrease if you have a CTA that is an image.
Make sure your emails appear fantastic in plain text because some email clients won’t correctly display HTML. Make sure the links are simple to use and that even without the photographs, it is clear what the email is about.
Step 10: Verify your compliance with the law
How to establish an email newsletter: legal compliance. Verify that all of your emails are appropriate from a legal standpoint before clicking “Send.” What are the two main laws that need your attention? the GDPR and CAN-SPAM.
To comply with CAN-SPAM, your emails must include your address in the footer and a simple method for recipients to stop receiving them.
In accordance with the GDPR, a comparable but more extensive privacy rule, email marketers must, among other things, only send newsletters to subscribers who have voluntarily opted in to receive them. In other words, you cannot automatically select the “opt-in” box for receivers who reside in Europe anywhere on your website you gather email subscribers. They must consciously select this checkbox.
Step 11: Examine several email providers and browsers
Test your email newsletter’s responsiveness before you send it. Not all email providers parse email code in the same way; for instance, something that appears great in Chrome on Gmail may not appear correctly in Outlook. Therefore, you must test emails in the most widely used browsers and email services.
If you have HubSpot, you may use the tool to test emails for several providers. If not, create phony email accounts on the websites of other providers and personally test everything.
Step 12. Send your email
Sending emails is one way to establish an email newsletter. The crucial moment! It’s time to hit send once you’ve verified that every receiver of your email has agreed to receive it and that your email has all the branding and legal compliance it deserves. After that, watch for the data to arrive.
Step 13. Iterate and analyze
Analyzing outcomes to build an email newsletter. Let’s go back a few days: Data is available. How did it go with your newsletter? Next, what do you do?
Examine the results of your email newsletter in relation to the objectives you defined in step one. Check out the email sections that received the most hits and the newsletter sections that helped you achieve your target. It will be rather simple to measure all of this if you have closed-loop analytics.
Once you have that information, you may decide how to proceed with sending your subsequent email message. No matter when you distribute your email again—in a day, a week, a month, or a quarter—you’ll have new insights to improve it.
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Daniel Eriksson works as a full-time blogger and affiliate marketer. Learn how to scale your impact at startup speed with Daniel and 500,000 monthly readers on GrowthByDaniel.com. Daniel formerly managed digital marketing teams for startups and e-commerce businesses.