This document provides tips for creating an effective email newsletter campaign. It recommends collecting email subscribers through forms on your website and social media pages. The tips stress the importance of informing subscribers upfront about what types of content to expect and how frequently it will be sent. Additionally, it suggests thanking new subscribers, ensuring a consistent brand design, using concise and scannable formatting, and segmenting content for different subscriber groups. The document also emphasizes testing email designs across devices, maintaining a regular sending schedule, allowing time for editing, and complying with spam laws.

1. Email marketing is a great way to reach your
customers where they are without spending a lot
of money. But it’s a big responsibility, too people
don’t give their email addresses to just anyone.
Thinking about starting a company newsletter?
Here are some tips to keep in mind.
Email marketing is a great way to reach your
customers where they are without spending a lot
of money. But it’s a big responsibility, too people
don’t give their email addresses to just anyone.
Thinking about starting a company newsletter?
Here are some tips to keep in mind.

2.  Post a signup form on your homepage, blog,
Face book page, and wherever else your
customers and fans are already active. You
might want to collect names and birthdays (for
a special offer or gift) or invite readers to join
groups, but don’t go crazy with the required
fields. A too-long subscribe form might scare
people off.

3.  Whether you plan to send company updates,
letters from the president, e-commerce sales,
daily deals, or weekly tips, it’s important to tell
your readers what to expect and how often to
expect it. Give them as much information as
possible on your signup form, so they can
decide whether they want to be on the list or
not.
 Whether you plan to send company updates,
letters from the president, e-commerce sales,
daily deals, or weekly tips, it’s important to tell
your readers what to expect and how often to
expect it. Give them as much information as
possible on your signup form, so they can
decide whether they want to be on the list or
not.

4.  It’s always smart to remind people why they’re
on your list and reassure them that good things
are in store. You might even send new
subscribers a special offer or exclusive content,
as your way of thanking them for their loyalty.

5.  Your email campaigns should match your
brand’s look and feel. If you’re using a
template, you might want to customize it to
include your company’s colors and logo in the
header. If your emails are consistent with the
rest of your company’s content, then readers
will feel more familiar from the start.

6.  Your subscribers are busy people who get a lot of
email, so it’s safe to assume you don’t have their
undivided attention. Instead of one long block,
break up your content into short paragraphs.
Include subheadings and images to guide readers
through your email and make it easier to scan, and
add a teaser to the top of your newsletter to tell
subscribers what’s in store. If you’re sending a long
article, consider inserting a “read more” link so
people can get to the rest when it’s convenient for
them. Your subject line should be to-the-point and
easy to digest, too. You might even want to a/b test
subject lines to see which ones perform best.

7.  Email newsletter services offer features like groups and
segmentation to help you make your content relevant to the
people reading it. If you’re sending different emails for different
groups (for example, a nonprofit might send separate emails to
volunteers, donors, and the board of directors), then you can ask
people to check a box to join a particular group on your signup
form. Segmentation allows you to target certain subscribers on
your list without assigning them to group. If your store is having
a sale, then you could send a campaign only to people near a
particular zip code, because subscribers who live in other parts
of the world don’t need to know about it. You can also segment
by activity, email clients, e-commerce data, and more. Sending
relevant content will keep your readers engaged, and engaged
readers look forward to your newsletter and share it with
friends.
 Email newsletter services offer features like groups and
segmentation to help you make your content relevant to the
people reading it. If you’re sending different emails for different
groups (for example, a nonprofit might send separate emails to
volunteers, donors, and the board of directors), then you can ask
people to check a box to join a particular group on your signup
form. Segmentation allows you to target certain subscribers on
your list without assigning them to group. If your store is having
a sale, then you could send a campaign only to people near a
particular zip code, because subscribers who live in other parts
of the world don’t need to know about it. You can also segment
by activity, email clients, e-commerce data, and more. Sending
relevant content will keep your readers engaged, and engaged
readers look forward to your newsletter and share it with
friends.

8.  A regular newsletter is a commitment. If you
go several months without sending anything,
then your subscribers will forget about you,
and they’ll be more likely to delete the next
email, or worse, mark it as spam. Make time to
plan, write, design, and send your newsletters
regularly.

9.  . Even editors need editors. When you’re
working on your publishing calendar, leave
plenty of time for the editing and revision
process. Once you send a campaign, it goes
straight to the inbox, and you can’t go back and
update it. Newsletters contain meaningful
content, and sloppy ones reflect poorly on the
companies who send them. Grammar and style
are just as important for email as they are for
websites and blogs.
 . Even editors need editors. When you’re
working on your publishing calendar, leave
plenty of time for the editing and revision
process. Once you send a campaign, it goes
straight to the inbox, and you can’t go back and
update it. Newsletters contain meaningful
content, and sloppy ones reflect poorly on the
companies who send them. Grammar and style
are just as important for email as they are for
websites and blogs.

10.  Different email clients and mobile devices display
emails differently. Send test emails to colleagues,
or use a testing program to make sure your emails
are going to look good on screens big and small.
Testing reveals design mistakes before it’s too late,
and testing programs can predict whether or not a
campaign will get caught in a spam filter. You
could even set up accounts with a few different
email services for easy testing. Avoid sending one
big image as a campaign, and cover your bases
with a plain-text option for every email.
 Different email clients and mobile devices display
emails differently. Send test emails to colleagues,
or use a testing program to make sure your emails
are going to look good on screens big and small.
Testing reveals design mistakes before it’s too late,
and testing programs can predict whether or not a
campaign will get caught in a spam filter. You
could even set up accounts with a few different
email services for easy testing. Avoid sending one
big image as a campaign, and cover your bases
with a plain-text option for every email.

11.  If a campaign doesn’t show up on mobile
devices, it’s not going to perform very well.
Everything you send should be mobile-
friendly. Check out Return Path's “Email in
Motion” info graphic for some data that might
affect the way you design your emails. One of
the highlights: According to the study, 63
percent of Americans and 41 percent of
Europeans would either close or delete an
email that’s not optimized for mobile. Might be
time to start using a responsive template.

12.  A lot of innocent people send spam because they
didn’t know any better. Read up on the CAN-
SPAM act to avoid any trouble. Put simply, you’re
allowed to send bulk email only to people who
specifically asked to be on your mailing list. If you
collected email addresses for a lunch giveaway or
an event invitation, then you don’t have
permission to send marketing emails unless you
made that clear at signup. Include an obvious
unsubscribe link in every email, and don’t forget to
remind subscribers how they got on your list in the
first place.

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