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What is an email newsletter?

Email newsletters are a form of brand communication you can use to educate your customers with relevant content, announcements, and product offerings.

Users can opt-in to receive email newsletters from your brand. These communications can be used to increase awareness, promote your products, and drive action toward your company’s goals.

Why is an email newsletter important?

Email Newsletter content can be used to drive mobile and web traffic.

Customers can use newsletters to drive traffic to your website and/or app by announcing new features, content, or products. To encourage repeat visits, newsletters are sent at a regular rate. They can be scheduled at regular intervals (daily or weekly) and may be sent every other day.

Email newsletters can be used to fill in gaps in your content strategy or to complement other channels. An Omnichannel approach has the advantage of email newsletters because they allow for longer form content than other channels like push notifications and SMS.

You can also reach an entirely different audience with email newsletters. For example, older customers who, according to demographics are more likely to engage with their emails than their texts.

Inviting users to subscribe is the first step. To receive these communications, users must opt-in as per email compliance standards. You can promote your email newsletter through your email signature, using a pop-up, or capturing email via an in-app message.

You can offer additional incentives to encourage subscribers to sign up for your newsletter, such as free shipping, a longer free trial, access to new features in your gaming app, or bonuses like the ones offered in online casino games NetBet.

Create a good header

Your subject line and header are the gateways to your email newsletter content. Your header for your email newsletter should be compelling, eye-catching, and/or enticing. Your job is to make your email newsletter stand out from the rest. Users receive X number of emails each day. You can differentiate your brand by using your own brand voice and style. Your goal with your subject line and header is to get users to open the email and read it. This will depend on the industry you are in and the style and voice of your brand.

Business of Apps is an online news source that focuses on the app industry and technology. Their email newsletter headers are simple and contain compelling statistics such as “97% in-game revenue comes from repeat purchases” or, “62% of users now use banking apps frequently but security concerns prevail.”

Optimize your Copy and Design

It can be tempting to include too much text in your email marketing. It’s important to be concise in your email copy and to use a limited amount of text. To give users the best viewing experience on desktop and mobile, balance your image-to-text ratio.

Avoid complexity when you can. Your subscribers are short-sighted, so make sure to keep your copy simple. Calculate how much text is necessary for subscribers to be able to easily read your email content. Your email newsletter will be more enjoyable if you have a great design. Your design team should be involved in creating the best email newsletter. This includes balancing copy volume and design elements.

Choose a frequency

The frequency of your email newsletters will depend on the industry you are in and what products you offer. If you are a daily news site, for example, you might send a daily newsletter. This would be appropriate for your business’s goals and function. If you are a mobile gaming company, it may be a good idea to send your newsletters on a biweekly or monthly basis. You can drive users away by not sending too many updates. This is a great way to get unsubscribes.

Business of Apps offers a daily roundup of news, which is a great time for their business model due to the rapid-changing nature of the app industry. A weekly ASO newsletter is also offered by Business of Apps. Subscribers have the option to choose to receive one or both of these newsletters through the subscription flow.

Pay Attention to What Readers Want

Think about your audience when designing your email newsletter. Mixing up your content will ensure that it is both educational and useful. Your CTA may require users to buy a product or service from your company. However, it is important that your newsletter delivers value so that they form a routine around reading this content. Your newsletters should be positive and provide unique value for consumers. This will encourage them to click on your newsletters again and again. You could educate them about industry news or inspire them to reach their goals.

Select a Call to Action

A call to action is a key part of any marketer’s overall strategy. Based on your overall email marketing strategy and the offerings of your brand, you need to define what Call to Action to include in your email newsletter marketing plan.

If you have a subscription-based app in the fitness industry, your email newsletter might showcase user case studies that show how your premium plan has helped them reach their goals. You could also include a CTA to encourage users to upgrade to your account.

Optimize your newsletter campaigns by integrating customer data

You may consider optimizing your email newsletter content using customer data if you have an older email newsletter program. Multichannel email marketing solutions can help you collect and manage all your customer data, from existing analytics to first-party, channel, and product usage information. These flexible segmentation and personalization tools allow you to target your customers with tailored email newsletter content. For example, a roundup or cross-sells related most frequently browsed product categories.

Incentivizing users to read your emails is a great way to motivate them. Data is key to crafting relevant messages that are based on customer preferences, preferences, and behavior.

Combine email with other mobile channels

Customers respond better to Omnichannel messaging than to any one channel. Combining email with other channels on mobile can increase conversions, customer lifetime value (LTV), as well as customer retention.