Keep it Fresh, Clean & Easy and Other Best Practices with e-Newsletters

A sample HTML newsletter for one of our clientsSo you want to create an e-Newsletter or you already have one but want some tips to make it better?

In the past year, Rhudy & Co. has been asked by more clients to develop e-Newsletters as a way of communicating with their employees or customers.

Here’s what we’ve learned:

Before doing anything, discuss how the e-Newsletter will be delivered.

  • Will delivery be handled by you or the client?
  • Do you have access to all the email addresses you’ll need?
  • Are all the contacts uploaded, updated and correct? If not, get started on that now.
  • Will the e-Newsletter be sent via an e-Newsletter service (like Constant Contact, Emma or MailChimp), a PDF attachment to an email or an embedded jpg in an email?

Answering these important questions first will help determine what kind of e-Newsletter you produce. Doing so will save time, energy and money on the back end.

Five tips for making your e-Newsletter smarter

  1. Plan appropriately. If communicating internally to one or more organizations, partner with their Information Services team to ensure the emails will get through the firewall and will work with the organization’s web mail, Outlook and mobile devices. Also, partner with your graphic designer.
  2. Keep subject lines short, punchy and informative (fewer than 8 words) and include your brand. About 80 percent of email recipients use the subject line and from name to decide whether or not to open the email, according to Marketing Sherpa.
  3. Keep your copy brief. Most readers will scan your content, so use headers, bullet points, etc., as visual aids. Insert photographs and your company logo. It’s still a newsletter, so make it look like one.
  4. Keep it fresh, clean and easy to use.
    • Include options to join your mailing list or forward the e-Newsletter to a friend.
    • Direct links to pages on your website and/or Intranet. Don’t link everything to your homepage and then expect your reader to hunt down the information. Keep it simple.
    • Easy access to attachments. If you want your readers to sign up for a seminar, have the form available for downloading and completing.
    • Consider using calendars, polls and callout boxes with helpful information.
    • Videos. There is a 300 percent higher click-through rate if videos are offered, according to one popular html delivery service.
    • Keep your e-Newsletter connected to social media. If appropriate, share it on your Facebook, Twitter and blog accounts. Ask you e-Newsletter audience to do the same and provide them the links to make that easy.

The possibilities for e-Newsletters are endless. Experiment with a few options and discover what works best for your targeted audiences.

Share your newsletter best practices with us at Rhudy & Co. Send us an email or post a comment on our Facebook page. We’d love to hear from you.