1. Correct Sender Identity.
The most basic yet critical step in setting up your newsletter is using the correct email address. It should ideally be your domain email that recipients recognise, promoting trust and enhancing your brand’s professionalism. For example, for smaller businesses, using a personal business email like ‘[name]@[yourcompany].com’ works best. Larger companies should opt for addresses like ‘info@[company].com’. Pairing this with a recognisable ‘From Name’ – either your personal name in a small business or your company name in a larger one – can significantly improve open rates.
Note: This above may sound obvious but believe us, we quite often see it set up incorrectly.
2. Brand Recognition.
Include and hyperlink your company logo at the top of the email to instantly identify your newsletter. A creative, consistent title, like ‘July Post/Newsletter’, lets the reader know what the purpose of the email is.
Tip: Get creative with the name of your newsletter. Make it fun and let it stand out. Ours i.e. is called Thrive-Letter.
3. Content Structure.
Avoid clutter by limiting the structure to an introduction followed by two to three main sections. Utilising anchor links within your introductory text can direct readers to sections of interest, enhancing navigation and engagement. This clear structure helps maintain readers interest and prevents overwhelming them with too much information at once.
4. Visual Engagement.
Incorporate relevant images to break up text and add visual appeal. Images can be aligned with the content to engage readers more effectively and make your newsletter feel less dense.
Tip: Hyperlink images with CTA’s (Call To Actions) like website links or promotional offers.
5. Content Length and CTA.
Keep your content concise and focused. Each piece should be purpose-driven, leading to a clear CTA, such as ‘Book an Appointment’, ‘Visit Our Site’, or ‘Take Advantage of Our Exclusive Offer’. Utilise buttons for CTAs to make actions easy to find and perform, enhancing user experience and driving conversion.
6. Footer Design.
Your newsletter footer should include not only your contact information and social media links but also an easy-to-find unsubscribe link. This complies with legal standards and it also respects the recipient’s choices, potentially reducing spam complaints and maintaining a cleaner subscriber list.
7. Mobile Optimisation.
With a significant number of users accessing emails from mobile devices, ensure your newsletter design is responsive. This means it should look good and be easy to navigate regardless of the device used to view it.
8. Testing.
Before sending out your newsletter, make sure to send yourself a test newsletter to check that it all looks professional and reads well.
In a nutshell
Ensure you are using a recognisable sender email to build trust and enhance open rates, incorporating your company logo for instant brand recognition, and implementing a creative title that personalises each issue. The structure of the content should be clear and concise, limited to an intro and a few main sections with hyperlinks for easy navigation. Visual appeal is crucial, hence the inclusion of relevant images to engage readers. The text should be purposeful with direct calls-to-action, and the newsletter should be optimised for mobile users. Additionally, make sure to test your newsletter before it goes out.