91 percent of consumers look at their emails every day. This really means that their attention is served to you on a silver platter, so take advantage of it! The trick lies in curating your newsletter so that it grabs consumer’s attention, whilst offering valuable content to maintain long-term engagement.  

What content are subscribers looking for?  

Before we jump the gun with design talk and personalisation, lets tackle the most important topic – the content of a newsletter. Focus on the following if you want to keep subscribers interested:  

A balance between educational and promotional content. When consumers read your newsletter, they want to get something out of it. Be it tips that they can apply to their lives or a 10 percent voucher off their next purchase. Businesses can obviously not afford to give out freebies every month, which is where educational content comes in handy. News about new products or services, upcoming company events, thought-leadership pieces, testimonials, and blogs can all feature in your newsletter. Also remember to keep content relatable to your industry. This will ensure a consistent flow between topics.  

Monthly, bite-sized content. 59 percent of consumers admit that they unsubscribe from an email list because they get spammed. That is a lot of potential soft leads to lose. So, avoid sending out too many emails and stick with a monthly newsletter. Your subscribers will be more satisfied with less content of a higher quality. This also gives your content creation team enough time to produce an interesting and well-designed newsletter. Remember to make it easy to scan by incorporating structure into your newsletter and limiting content to under 500 words.  

Content that tells your brand story. Consumers subscribe to your email list, because they are invested in what your brand has to offer. So, take them on a journey by tapping into the personal story behind your brand. Fill them in on how your business got started, share updates about your team members and write about both the challenges and victories. There is no reason for email marketing to be impersonal, consumers want authentic content, even if it is through a screen.  

How to enhance your newsletters even further 

Now that you know the basics of what to include in your email newsletter, why not go the extra mile to increase your subscriber’s user experience. Here are five easy ways to achieve this:   

1.Prioritise mobile responsiveness  

According to Hubspot, 46 percent of emails are opened on mobile devices. The chances are thus very high that consumers will read your newsletter using their smartphones. By optimising your newsletter content for mobile devices, the design will be responsive and consistent on every screen size. Consumers can then conveniently read your newsletter on the device of their choice without experiencing any technological glitches.  

2. Make use of targeted emails 

Consumers prefer to receive newsletters that relate to their personal needs and interests. So, make the most of segmentation and target your newsletters so that they are relevant to each of your subscribers. For international businesses, segmentation is a great way to send targeted emails based on subscribers’ time zones. This means consumers will receive your newsletter when they are most likely to be online. In return, increasing your chances to gain new potential leads.  

3. Polish up design elements  

The design of your newsletter has a huge impact on how subscribers read and experience the overall purpose of your content. To make the design process more convenient do not hesitate using available online resources. Customizable design templates can easily be tweaked to fit your business’s brand identity. Always keep brand identity in mind when you choose a layout, visuals, colour scheme and typography.  

4. Remember your CTA’s  

The purpose of a newsletter is to get consumers to interact with your business. You want them to either subscribe to monthly content, sign-up to your email list or make use of the promotional voucher attached to an email. The only way that consumers will do this, is if you prompt them to take an actionable step. So, focus on including clear and visible call to actions in your newsletter copy.   

5. Adhere to privacy regulations  

South African businesses must ensure that their email marketing processes comply to the Protection of Personal Information Act (POPIA). Typically, consumers are asked to share basic personal information when subscribing to a newsletter. Businesses must therefore be on top of their game about receiving consent when adding consumers to their databases and email lists. If your business is located outside of South Africa, be sure to read up on your local privacy regulations.  

Newsletters really are content goldmines if your business is aiming for long-term consumer engagement. By following our suggested tricks and sticking to producing content that adds value to every subscriber, your email list will grow in no time