Email isn't dead. In fact, it's more alive than ever. When used properly, newsletters and direct mail can generate sales, build customer loyalty, and maintain relationships with your audience. But how do you write a truly effective newsletter?
1. Subject: the first (big) obstacle
The subject line of an email is what determines whether someone opens it. It should be:
- Short (max 50 characters)
- Clear and straight to the point
- Curious but not clickbait Example: “Have you seen this news yet?” works better than “NEWSLETTER #5 JUNE”.
2. Lean and readable content
- Use short paragraphs
- Insert titles and subtitles
- Prefer a conversational style
3. Visible CTA (and only one)
Every email should have a goal: signup, purchase, or reading an article. Don't waste attention with too many calls to action. One clear, well-placed call is better.
4. Segment and personalize
The more relevant an email is, the more it will be read. Segment by interests, behaviors, and previous purchases. Personalize the header and content.
5. Automate flows
From welcome emails to reminders to abandoned cart campaigns, with a good CRM you can automate and personalize every contact.
Recommended tools
- Mailchimp
- ActiveCampaign
- Brevo (formerly Sendinblue)
Conclusion
Writing an effective newsletter is a combination of strategy, writing, and analysis. It's not enough to just send, you have to build relationships.
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