In today's world, where 269 billion emails are sent each day, your customer base will not be happy to receive only messages such as ‘SALE’ or ‘Buy me’. Creating and sending an email newsletter is a great way to engage with your customers (existing and potential) as they are targeted and personal.

Email Marketing is one of the most effective marketing channels, and strategies such as creating an engaging newsletter hold a great deal of potential. Newsletters are an essential part of an email marketing strategy as they let you nurture the relationships that you have (or are hoping to build) with your contacts. Even though e-newsletters are one of the most common types of emails to send, they are hardest to get right. So what is a Newsletter? It is an email that you sent to your subscribers that contains valuable content such as announcements, offers, etc.

How to create an engaging newsletter

After analyzing data, we have concluded that while creating a newsletter, make sure it has the following four qualities:

  1. Clear aims and objectives;
  2. Authenticity;
  3. Voice or personality;
  4. Simple and practical design.

Most importantly, it should be relevant and exciting. To illustrate these sentiments, below is an example of an effective Newsletter by Kapten:

engaging newsletter
Example of Newsletter by Kapten

Reader engagement should be increased by adopting specific creative strategies. An excellent newsletter should have a perfect blend of interactive content, purchase behavior and also, entertainment value. Effort should be made to add at least some value to the email, irrespective of the fact that the receiver is a regular customer or a new recipient. Value can be added by giving information on the latest company news, off sales announcements. Transactional emails can also be sent which includes updates and regular information such as registration, subscription, and order confirmations.

Customer feedbacks are crucial for revamping marketing techniques. A minimum of one web link, contact email address, telephone number and postal address should be included for collecting feedbacks. Short surveys can also be designed which have one question pop quizzes regarding the company’s products, instead of statistically valid queries. The introduction to the quiz can be used in the email as a link to the actual quiz located on the website, which is a good move towards engaging newsletter readers and sending them to where you want.

A display of running vote’s total can also be included in the quiz topics upon the improvement of the newsletter, website, or products; new ideas for product improvement; how the product changed the life of the user and others are good ideas for taking feedbacks. Useful feedback can then be published in the next issue. Noteworthy questions can also be collected under the ‘Frequently Asked Questions’ section. A small prize can help to increase the interest of the newsletter readers.

Choosing the best recommendations can be tricky, because you wouldn’t want the customers to give negative comments besides the glowing ones. The most useful among the good comments must be selected to be featured in the product spotlight. Storytelling can be added to the email as everyone is curious to know what is happening behind the scenes. History of the company, fun facts, employee perks, personnel changes and other company operations can be divulged. If the company falls amongst the Fortune 500 Company or is one of the fastest growing companies in the area, the booming business can also be discussed. Job openings can also be posted as every company does need employees at one time or another.

Blogs are another wonderful thing. Get a blog and link it to the newsletter. A blog dedicated to the subscribers and customers helps in receiving feedbacks and comments, among which the premium quality and problem solving ones can be chosen for display. If a post generates many good comments, publish those and let the conversation carry on. Videos can also be used to promote the company and newsletters which can eventually lead to vlogs.

Personality can also be added to the newsletter, which means that if the newsletter was a live person, what it would be, male or female, fun guy or serious authority, smart or shy. Like if the newsletters are relating to pregnancy, the newsletter can be given a personality of an old and wise grandmother, who is witty and also at the same time enjoyable. Once the personality and the distinctive tone are pictured, it gives way to topic selection and copywriting. A personal note from the editor in a commercial email message can strengthen the relationship, helping you create an engaging newsletter for your readers.