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It’s newsletter time! You know, that email newsletter you send out to your subscribers every few weeks with information and updates. If you are like most bloggers, it is important for the newsletter to be valuable. We all want our readers to get their money’s worth. In this post, I am going to show you how value-pack your newsletter in three ways: free email marketing software, frequently asked questions, and 3 tips for a better newsletter.

Writing the newsletter for Blogging Business Owner is one of my most enjoyable weekly tasks. Putting together the “to-do” section, calendar, and especially the message is something I look forward to every week. 

Thankfully, when I first started writing newsletters, I had an audience who gave me honest feedback. I used their suggestions to improve my content and make better newsletters. 

Let me share with you some of the feedback I’ve received:

1. Keep links to a minimum.
2. Keep the newsletter to one-page.
3. We love the calendar at the top.
4. We love the “to-do” section.

Of course, some weeks, the newsletter was longer or had more links than before.  I’ve learned so much since writing my first newsletter, and I know you will too! 

Before we get started, make sure to sign up for my newsletter and get tons of tips and tricks to boost your blogging business.

In this article, I talk about the basics of starting an email newsletter and, for newbies, a few simple steps to help you create that first email. If you already have a newsletter up and running, keep reading until the end as I have some tips on PDF insertion, creating templates, and newsletter software!

What is a newsletter and how does it work in email marketing?

A newsletter is an email message you send to your subscribers on a regular basis. It is a marketing communication. You can easily value-pack your newsletter by writing about something that would be of interest to them and keep it exclusive for them only. Email marketing is one of the most cost-effective marketing strategies. Basic email marketing services will allow you to send email messages under your own name and domain, give you some statistics on what has been read, who is opening the emails, and who is clicking on the links in them, and provide a few other helpful features. The benefits of newsletters are  numerous, especially for businesses and content creators. 

Communicate with your customers

A newsletter will help you build your email list, which is one of the most important assets you can have as a blogger. Asking people to subscribe to your newsletter is not “spammy” because you are giving them something in return. You are providing information and updates they want to know. It’s called a no-strings-attached give and take relationship. You give value to your readers by sending them information they want, and they respond by subscribing to your newsletter. The benefits of newsletters are  numerous, especially for businesses and content creators. 

A newsletter is an easy way to communicate with your customers

You can use your email marketing software to send some awesome content to your readers, like videos, podcasts or infographics. Bloggers use newsletters to share tips and tricks with their readers.

It keeps you top-of-mind for a potential customer. Your newsletter subscribers will be more likely to buy from you when they are ready. Some people go as far as having a special offer exclusively for newsletter subscribers only on the landing page of their website.

It is a way to keep your customers updated. Do you want to stay in touch with the people who are interested in your business? Give them valuable advice. With a newsletter, you can do this and get them to listen.

Build up your customer base

A newsletter is a great way to market your products and services because you have more credibility when people know that you are not “spewing” out sales pitches all the time. Newsletters come in handy when you want to broadcast something like something new or an announcement. You can include links in your newsletter too. After all it is free and easy for you, and once they are on your email list, it is easier to market to them again in the future.

Save money and time 

The advantage of using a newsletter for your brand is that you save money on printing and postage. You also get more exposure as the people that read it know they are getting something of value. Although you might not think of it as a marketing tool, newsletters have become an effective way to build a brand and generate awareness for your business.

As I mentioned, an email newsletter costs you nothing. You don’t have to spend money on design, printing and postage. It's easy to create and distribute a newsletter with some help from your email marketing software.

Direct Connection

Subscribers can act as your “focus group” where you can pose questions, and get feedback. They also get to give their opinion about the products that exist already. You have a platform to share insider secrets about your company, such as what goes on behind the scenes. You can share information just for subscribers only, like free valuable tips and tricks or new products that are coming out in the future. You can make announcements about new products, promotions, and upcoming events.

Learn the benefits of using newsletters to build your business

If you're looking for a way to stay in touch with your customers and get their attention, newsletters are the perfect solution. A newsletter is an email message that's sent on a regular basis

You Need an Email Newsletter

Blogging is a busy job! You have long-form writing, social media posts, audience analytics, and a whole host of other tasks to keep up with. 

So you might be wondering, is an email newsletter essential?

It is unnecessary per se, but it is an easy way for you to up your blogging game. You might get away without having an email newsletter, but it would be a missed opportunity. A good email newsletter does not replace your blog but complements it to enrich the audience experience further. 

Email newsletters are a great way to connect, stay up-to-date, and get feedback from your audience. 

Let’s look at some of the perks of having an email newsletter, starting with some statistics.

There are 3.9 billion daily email users. This number is expected to climb to 4.3 billion by 2023.

(Statista, 2020)

78% of marketers have seen an increase in email engagement over the last 12 months.

(Not Another State of Marketing, 2020)

Just looking at those numbers, the first reason to have an email newsletter is apparent. Many, many people use email! Chances are, a large part of your audience also uses email daily. Setting up an email newsletter is just one more way for your content to reach your audience. 

Blog posts need to cater to a large audience, including first-time visitors to your blog. So they can sometimes seem impersonal. Emails, on the other hand, give you space to be vulnerable. 

An email newsletter can promote trust and intimacy between you and your readers. 

You can use it to show your audience who you indeed are and build a closer community.

Plus, an email newsletter can convert blog visitors into clients. Someone might come across your blog through social media or ads and visit your site. They may like it, but readers and potential clients will forget your blog once they move on to the next site. If you have an email newsletter with prominent sign-up boxes on your homepage/blog posts, chances are they might have subscribed. Your regular emails will then act as a reminder for them to visit your blog, and just like that, voila! You have a new loyal subscriber.

Newsletters connect you with your audience by providing a means of communication.

Newsletters compliment your business and cultivate a relationship of trust with your readership. 

I’m sold! I want my own newsletter – where do I begin? 

A newsletter starts with an email list. An email list is a list of people who have opted in to receive regular emails from you regarding your business. 

Start by creating opt-in forms. An opt-in form is a subscription box that allows access to potential subscribers to sign-up for your newsletter.

Set objectives. Once you have an email list set up, the next step is to set objectives. Before you start drafting your newsletter, take a moment to think of your goals.
Ask yourself…

What do you want to achieve out of your email newsletter? 

Do you want to increase your site traffic?

Are you aiming to sell a certain amount of a particular service or product?

Or are you hoping to improve your credibility and build a more substantial reputation for your brand?

If you are struggling to think of newsletter goals, don’t worry! I’ve been there before, so I’ve got you. Think of reasons your readers would want to hear from you, and based on that, create concrete goals for your newsletter. 

Based on these, you can get some ideas on what your goals could be. Your newsletter goals may change with each email. That’s okay! The important thing is to have a plan and craft your newsletter with your goal in mind.

In this section, we have talked about what you need to get started with an email newsletter. 

To recap, you will need the following to start your newsletter

• Opt-in forms
• An email list
• Concrete newsletter goals. 

Three Simple Steps to Create Your First Email Newsletter

Are you feeling nervous about your first email newsletter? Try not to be because you have (sort of) done this before! 

Writing your first email newsletter is very likely to be the second email connection you make to your readers.  The first would have been the automatic (but carefully personalized) email response that the reader received when subscribed. As mentioned before in our article on  email marketing is hugely popular and very useful, a winning combo. Your reader has heard from you before, and all you have to do now is keep them reading.

Related Posts: WHY ALL BLOGGERS NEED A MAILING LIST: HOW TO START AND FREQUENTLY ASKED QUESTIONS

To consistently produce unique newsletters, it helps to have a system or a workflow to follow. Once you have the three components listed above (forms, email list, goals), here are the three main steps to crafting the newsletter itself.

1. Have a goal and a topic 

The first step to creating your newsletter is to decide on the topic. Undecided? Use your goals! Choose a topic that will help you reach your newsletter goals.

Emails help you gain and keep the trust of your subscribers. So, be sure to keep the focus on great content that can benefit your readers. 

Improve Your Subject Line

The subject line may only be a sentence, but don’t underestimate its importance. It is the first few words that your subscriber reads and could make or break their decision to open your email. 

Most people prioritize an email based on (1) the author and (2) the subject line. So, the subject line is a dealbreaker and one that you can control. 

Tips to improve your subject line

Zero Bounce found that subscribers open emails of subject lines when they are-

• Are shorter than 40 characters (but more than 15)
• Include numbers (“5 ways to….”)
• Include informative content

That’s a good start, but there is more. In January 2021, Neil Patel added to this list. He mentioned that email subject lines with high open rates share these attributes.

• Questions in titles
• Keywords in the URL
• Use power words
• Include words that evoke emotion
• Titles that resemble education

Here are some subject line examples to assess. 

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As they say, practice makes perfect. Give it a try; I invite you to draft an email subject line using the tips above. Keep it catchy, informative, and vibrant.

Include Valuable Content

Now that we have tackled finding a topic and writing a subject line, the next step is to get started on the content. Content is the bulk of your newsletter work and is the central part of the newsletter. 

Why increase the value of my content?

Here are some reasons to increase the value of your content. 

Showcase your brand. The content is what your subscribers want to read and is an opportunity to showcase your brand. Plus, your newsletter is not just an email. It reflects your brand and your blog. Keep it relevant and in sync with your website in terms of topics, language, and tone. To showcase your website and increase engagement and conversion rates, add appropriate links in your newsletter.

Bounce rate. Including valuable content reduces the probability of high bounce rates. Bounce rate is when a subscriber goes to your website and abruptly leaves. So, don’t skimp on the content. Put in the time and work to make your newsletter worth reading by sharing interesting and useful information.

Tips to increase the value of my content

An unopened email has a significant impact on your brand. Increase the value of your newsletter content with these tips. 

Readability

Good content should be readable. Instead of vast walls of text, break up your writing into short chunks. 

Keep it short

An email newsletter is often read on-the-go, so keep that in mind and write a concise newsletter. Save the detailed tutorials and long-form writing for the blog.

Proofread

Once you have the content laid out, don’t hit ‘send’ just yet! Take a moment to proofread your draft. Typos, poor grammar, and poorly placed images are the biggest turn-offs while reading a newsletter. Avoid those common pitfalls by going over your current and previewing your email.

All that to say – value pack your newsletter! It’s well worth the effort.

What to include in my newsletter

Here are some tips to help you craft your first newsletter. 

Greet (and thank) your reader

Greeting your reader is up to you. Some people start with “Hey,” while others personalize their emails so that the subscriber’s name is at the top. Personalized emails with names are a great way to add a human touch to your newsletter. 

Some may go one step further and choose to nickname their subscribers, such as Emily D. Bakers “law nerds.” Endearing names adds a genuinely personal element, and if done right, a nickname can make your readers feel included while making your newsletter more fun to read.

Some bloggers start their emails with content and, in the end, add a token of warmth. Such as “yours” in the closing of their email. 

Do what is comfortable and genuine to you and your brand. Acknowledge the reader and continue to celebrate your connection. 

Email Frequency

Disclose to your community how often you’ll be sending emails. People like to be informed, and your audience deserves to know when they can expect to hear from you. 

Disclosing the frequency of emails helps to prevent unsubscription in the future. It also fosters trust, and transparency can go a long way to help you maintain a good relationship with your audience.

Once you have figured out the best frequency for you, tailor the timing to maximize readership. Make your newsletters match your editorial calendar. 

Send regular emails on a predictable schedule. Timely newsletters can boost open rates. They also reassure your readers that your emails are well thought out and intentionally written. 

Outline the benefits of staying subscribed

Have you heard of #FOMO (fear of missing out)? 

Tell your subscribers why they want to tune-in to your newsletter. Make it clear to your readers the benefits they can get from opening your emails, whether it is the latest information, promotional codes, or freebies. Include testimonials and what they can expect from following you on social media. 

Call-to-Action

A call to action is directly linked to your subject line. Including a call to action gives a sense of purpose to the newsletter. It can also help you reach your newsletter goal and guides the next steps for your readership. 

Not only that, a newsletter is a particularly strategic medium to use a call to action. By the time your reader reads the newsletter content, they would have engaged with your brand several times. For example, they would have visited your site, signed up for the newsletter, confirmed on the opt-in email, chose to open your newsletter, and read through the initial text. Having a call to action at this point can be very useful, as they would be far more likely to respond to your requests after all that engagement.

Here are some examples of calls to action. 

Head over to the blog to find out more. 

Reply to this email and tell me how ______ has helped you. 

Share this Pin on Pinterest.

Sign-up before doors close on ______.

To sum it all up, writing a newsletter is about creating high-quality content that fulfills your newsletter goals. Use the tips mentioned above to boost open rates and get subscribers answering responding to your call to action.

What is the best free newsletter software?

The best newsletter software is one that abides by CAN-SPAM regulations and allows you to broadcast, sequence, automatic downloads, and automate your newsletters. ConvertKit’s Creator Plan will enable you to do all of that! 

When it comes to choosing a newsletter software, there are a few factors to keep in mind. First, look at its deliverability figures. The last thing you need is for your email newsletter to end up in the spam folder. ConvertKit has stellar deliverability stats. For example, their deliverability for June 2020 was 99%. To put it in simple terms, 99 percent of all emails sent with ConvertKit landed in the subscriber’s inbox. 

Another factor to consider is CAN-SPAM. CAN-SPAM outlines the rules for commercial or marketing emails. ConvertKit helps you comply with the CAN-SPAM Act by using double opt-in forms and managing bounces. The software also identifies cold subscribers to re-engage or stop emailing them and generally helps you maintain a healthy mailing list.

Of course, if you have only a few subscribers and are trying out blogging for the first time, ConvertKit’s free plan is a great start. You can create a landing page, send email broadcasts and have up to 1000 subscribers.  

The Creator Plan is worth it because it gives you access to new features that can amp up your newsletter from good to great. It takes minimal effort to use the Creator plan’s automated funnels and email sequences to keep your readers hooked. To top it all off, you can transfer your data from another tool for free and use email segmentation to organize your subscribers,

Once you have been playing around with ConvertKit Creator for a while, you might start thinking about ConvertKit Creator Pro. It comes with a newsletter referral system, subscriber scoring, and advanced analytics.

Now, let’s talk about costs. If you are concerned about pricing, ConvertKit offers individualized pricing plans based on factors unique to your website, such as the number of subscribers. So, you won’t overpay for a plan that you don’t need. 

How do I create a newsletter template?

Good news! Newsletter templates are readily available and free. Websites such as Canva, Adobe, and LucidPress all have free newsletter templates that you can download and work from. Most of these also allow you to personalize the template to reflect your style.

Question: Is a newsletter template necessary?

Answer: No, emails that have the highest open rate are plain text. 

Plain text means no templates. This is mostly due to loading speed and email settings. The lack of images doesn’t have to be a drawback. If used correctly, words are powerful sales tools, and a few simple words can be far more convincing than a picture. 

That said, sometimes graphics are needed. That’s where the templates come in. Pick templates that fit the color scheme of your website. If it still doesn’t look quite right, not to worry! There are ways to work around an image not showing in the email.

Use alt text to show if your image fails to load. 

Frequently Asked Questions

Here are some frequently asked questions regarding newsletters

Final Tips

With the right tools and know-how, writing a newsletter can be a fun and exciting way to connect with your audience. It may seem overwhelming at first, but take baby steps and work through the steps listed above. 

As always, if you run into difficulties or find it tricky to set up a newsletter, drop a comment, and I will try to help. If not, still feel free to reach out to me – I love hearing about other business owners’ blogging journeys! 

 

Originally posted on July 1, 2021 @ 4:31 pm