Newsletters in eCommerce are more than just a communication tool; they are a bridge that connects you to your customers. It’s not “just another email”; it’s an opportunity to connect personally, to engage meaningfully, and to drive your business forward.
First and Foremost
What is the purpose of a newsletter? Newsletters are your way of maintaining a regular conversation with your audience. They keep your brand on customers’ minds, build loyalty, and encourage repeat purchases.
Unlike social media, where algorithms dictate visibility, newsletters land directly in your subscribers’ inboxes, offering a personalized touch. With 93% of consumers saying they prefer email for brand communications over any other digital platform, newsletters are definitely not a thing of the past.
Let’s say you have an email automation tool integration but need help getting started or want to improve underperforming newsletters. The question remains: How can you create a newsletter that not only gets opened but also engages and converts?
Back to Basics
To answer that question, we first need to discuss the essential elements that make up a newsletter. Each element has its mission and influence.
- Firstly, the subject line acts as the gateway – the hook that entices you to open the email amidst a sea of others in your inbox. It’s like the headline of a newspaper, grabbing attention and setting expectations.
- Once you’re in, the main content takes center stage. This is where the newsletter builds its value, providing insights, tips, or news that keep you informed and engaged.
- Accompanying this content are visuals: images, graphics, or even videos. They can illustrate concepts, showcase products, or simply add aesthetic charm, making the newsletter more inviting and memorable.
- Lastly, there’s the call-to-action (CTA) – the nudge that prompts you to take the next step. This element guides reader interaction and helps achieve the newsletter’s goals: engagement, conversion, or simply spreading the word.
Together, these elements form a cohesive unit that transforms a simple email into a compelling read. In other words, they collaborate to turn information into inspiration, engaging readers with every scroll and click.
Enough Theory, Tell Us How It’s Done
It’s time to dive into crafting those newsletters. Before you begin, think about how many emails you receive daily. A lot, right? So, how can you make sure yours stands out? Put yourself in your readers’ shoes. What would they find valuable?
The subject line is your first (and sometimes only) chance to make an impression. It balances intrigue and relevance. From our experience, using puns, emojis and humor can add a personal touch that catches attention. Humor might not fit every topic, but you can incorporate curiosity or even FOMO – whatever connects best with what you’re writing about.
With your subject line ready, it’s time to focus on the content. The goal is to create emails that are personal, relevant, and engaging. Share your story and provide useful tips. Think of each email as a conversation with a friend rather than a sales pitch. Personalization is key here. Even small gestures, like including the recipient’s first name, can make a significant impact.
No lies here today, so I won’t tell you not to use ChatGPT or other AI tools – there’s nothing wrong with that. Use ChatGPT to generate ideas, captivating subject lines, or even write the entire text. Embrace AI as a helpful tool, but always ensure your emails reflect your personal touch and brand voice to create meaningful connections with your customers.
While content is king, a visually appealing email makes a big impact. Use eye-catching images, clean layouts, and readable fonts. Most platforms offer pre-designed templates, but ensure your branding stays consistent with colors and fonts that match your identity.
When designing, don’t overlook your CTA button – using it instead of a text link can boost conversion rates by 28%! It should look, well, like a button and be easy to spot as clickable. This might seem obvious, but many designers get creative and end up making buttons hard to find or use.
And finally, timing! Timing is crucial for the success of your email campaigns. You need to find the optimal time to send your emails so they don’t get lost in a flood of other messages. It’s a good idea to steer clear of Mondays and Fridays. However, you should test different days and times to see when your audience is most likely to open them. For us, Tuesday mornings were a hit. And remember time zones – nobody wants an email at 2 AM!
What Defines Success?
If you thought we were done, think again 😀. Now it’s time to get real. You’ve followed the advice, crafted your newsletter, and are ready to send it out. But before you do, there’s one more important step: setting your goals. This is where KPIs come in.
Knowing Performance Indicators
There are several metrics (KPIs) to follow when it comes to newsletters and email marketing in general. They are:
How Do I Form Goals from These Metrics?
Ask yourself: Why are we sending this newsletter? If it’s for awareness, it’s okay to focus on the open rate. But if you want conversions, you’ll need to consider more factors.
Start by understanding industry benchmarks – knowing what’s typical for your niche can help set realistic targets. If you’re new to newsletters, begin with simple goals like gradually increasing your KPIs over a few months. Focus on learning what resonates with your audience by testing different subject lines, content formats, and sending times.
Once you’re comfortable, refine your strategy by setting more specific goals, such as increasing subscriber engagement or conversion rates by xy%. Remember, it’s a journey of continuous improvement, so adjust your goals based on what you learn along the way.
Measuring the Success of Your Newsletters
What is a good open rate? While it’s tempting to focus on this number alone, measuring success in eCommerce newsletters involves much more than just tracking how many people open your emails. Think about it this way: if you send a newsletter promoting a special sale and you see an open rate of 25%, that’s a good start. But what happens next is even more important.
For instance, you include a link to a new product. Beyond the open rate, look at the click-through rate – how many people clicked that link? Suppose 10% of your readers clicked through, and 5% made a purchase. Now, you’re not just seeing interest; you’re seeing conversions.
If your campaign generated $5,000 in sales from 2,000 emails, that’s an RPE (revenue per email) of $2.50. This is where you see the real impact of your newsletter efforts.
This approach will help you measure your current success but also enable you to set benchmarks and goals for future growth.
Ready, Set, Send
So, there you have it – a (not so) short guide for crafting effective newsletters. Remember, it’s all about building relationships, being authentic, and providing value to your customers. Don’t stress about perfection. The more you experiment, the better you’ll get.
Now go on, craft those emails, hit that send button, and watch your efforts pay off. If you find yourself struggling, don’t worry – we are just an email away. Drop us a line, and we will reply to you as soon as possible!
