How to create a (good) Newsletter


Reading Time: 5 mins. 14/03/2018

Email Marketing is a very powerful tool to communicate with the user, but it is not enough to send any kind of Newsletter, this should be up to the user's expectations when subscribing.
It is undeniable that Email Marketing is a very powerful communication tool to connect with the user, a very effective way to establish a direct and profitable communication with customers since the return on investment is optimal and, in addition, offers companies control of the campaigns.
 
But as we explained in the case of copywriting, it is not about sending any Newsletter, it must be able to capture the attention of subscribers so that they are attracted to open it, remain interested in its content and become a potential lead.
 
The basis of an Email Marketing strategy are the Newsletters. These are emails that are sent periodically to the subscribers of a brand with information related to the brand. It is important to highlight that it is the user who has requested to receive information about the brand.
 
The first step to create an effective Newsletter is to get to know the potential customer, in this case the subscribers to the brand, to send the appropriate content at the indicated moment.
 
One of the metrics that will help to know the effectiveness of an Email Marketing strategy is the opening rate, this is the percentage of users who have opened the mail. And to make this as great as possible the Newsletter must get his/her attention through the mail subject.
 
The subject should be very descriptive and the user should be able to understand at a glance what is to be found in the mail. It is recommended that the subject is brief and concise (50/60 characters approximately).
 
The sender of the mail also plays a key role in the opening rate of an email because, in the case that a user does not trust the name of the sender is very unlikely to open that email. In these cases we have to try to personalize the sender by using the name of the person who sends it and the brand of the hotel.
 
Once the user has opened the mail, the content comes into play and, again, this must be exceptional. The user who has subscribed to the Newsletter of a brand expects to receive interesting content, so it should not disappoint him/her and see it as junk mail.
 
The possibilities offered by a Newsletter are very broad and through this we can spread new contents of our brand, commercial offers or announce new products. It is important to consider that we should not abuse the commercial content since the user may feel saturated and see those emails as SPAM.
 
The content must offer the ideal balance between useful content and commercial messages, the goal is that the user who opens the mail reads its content with a positive attitude. In the end, as Inbound Marketing says, it's about sending the right content through the right channel at the right moment.
The content must be structured according to its importance and we must locate the most important content at the beginning, always bearing in mind that the content of a Newsletter must be simple. Therefore, to expand content we must include CTAs (Call To Actions) that encourage user to know more about that content or offer.
 
Another very important point when defining the Newsletter is the mailing frequency. First of all we must evaluate the ability to generate content, brands should not send Newsletter if there is nothing new to explain.
 
At the same time we should not abuse this way of communication and send emails in a very recurrent way since the user can 'get tired' and see them as SPAM. A very effective solution is to ask the user when they sign up, how often they want to receive information about the brand.


Last but not least, the design of these Newsletter must be defined. This is one of the most important points in any email marketing strategy that will greatly affect the results.
 
The first point to keep in mind is to know how the design will affect the mail delivery rate. The mails where the image is the main part, known as enriched HTML, are usually detected as SPAM by the vast majority of mail servers, so it will substantially affect the opening rate since subscribers will not receive that mail.
 
Another important point is to consider how that design will look on the user's computer, since the more complicated the design of the mail is, the more difficult it is that it can be adapted to all mail servers.
 
One of the trends that we have already talked about is the emails with plain text. In this case, the mail is send with only text and without using any type of design or image. The text has absolute priority here. Although for many these emails may seem unattractive, mail campaigns with plain text get better delivery rates, higher opening rates and higher interaction rates.
 
Clearly the most efficient design is the one that enhances the text and makes limited use of images, but, from our point of view, the best design is the one that is most aligned with each brand. If our brand has a very powerful and differentiated image we should design the Newsletter based on this image, but always giving enhancing the text.
 
Finally, we leave you 25 tests that you can put into practice in your Email Marketing strategy and that will surely help you to improve your results.