Normally, I don’t read email newsletters but one newsletter caught my attention. It was beautifully designed, not too many colours, and the content was subtle but relevant. The only thing is bold was “Free IPod Stand”. I came to know later on that the company that sent the newsletter had sold more IPods in one month than they had done in the previous quarter. Modern customers are knowledgeable and sensible but they don’t have the time. So if you need to attract them, you need to focus on the design aspect as well as the content aspect of a newsletter.
Response is the key to the success of any email newsletter marketing campaign. The first step is to identify your target audience and then the message that you want to send across. Once you have done that, you have two roads to follow – create a concept that will in–turn create a series of newsletters or stick to the simple “information & design” for your newsletter.
When creating the design or content for your email campaign, think – think why should a person read your newsletter let alone respond to it? Put yourself in the customer’s shoes and think like him/her. This will help you to create a design layout that is attractive and appealing without being too loud. This will also help you to structure content that is relevant, informative, and interactive so that it will make your customer want to buy the product or services or want more information. Either way, the customer will visit your website in all probability.
You can start with an experimental newsletter campaign sent to a group of customers. You can then study the results with the help of email tracking metrics. This will provide you with an insight into what customer expectations are and how you can tackle it.
One last note: however appealing the design of an email newsletter is – if it is devoid of valuable or relevant content then your email newsletter campaign will not be successful.