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| While the general content of your email newsletters will change, there are elements that should appear in every issue. These key elements will help your newsletter get read, get multiple clicks, get viral – and build your database. They can also help you fulfill legal requirements, follow best practice and build trust with your readers. |
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1. SUBJECT LINE- What you’ve sent before will strongly influence whether you get opened again, but the subject line is at the top of the list for enticing an open this time. Don’t forget to test several subject lines for best results before sending to your entire list.
2. FROM FIELD- To stand out in the inbox you need to be immediately recognised. The “from” field - both the sender line and the email address - should fulfil this task. What are your choices? It could be the company, the brand, an individual from the company - or both a name and the company name together. What you select should correctly reflect the relationship you have with each recipient.
3. BRANDING- Your newsletter design should compliment your company’s overall branding, as well as the look and feel of the website. Consistently brand the newsletter itself so that your readers quickly recognise it in the inbox.
4. SHARE- If you are seeking to build your database, prominently remind people they are welcome to forward to (or share with) a friend. Think about placing forwarding reminders next to each article.
5. SEARCH ARCHIVES- Include links to past issues of your email newsletter. People who recently signed up to your newsletter may find past articles very useful as part of their decision making process. If you can make your archives searchable you’ll be able to track keywords that people search for, which can help inform the content you highlight and provide in future issues.
6. NEWSLETTER DESCRIPTION- Include a brief and accurate description of the newsletter, and explicitly state the frequency in the subscription process. Include a link to your privacy statement, and an example of a current edition of the newsletter. |
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7. PRIVACY POLICY- It is both legally required and best practice to tell subscribers how you use any information you collect from them. Have a link to your policy near your subscribe box on both your website and in your newsletter.
8. FOOTER CONTACT POINTS- List your company details, including physical address, contact points, etc. Your subscribers need to know that there is a real business and people behind the information they are receiving. This builds trust in your brand and products. Don’t set up barriers to possible sales - offer as many contact options, beyond email, as possible.
9. SUBSCRIBE BOX- If you are looking to increase the size of the database, don’t neglect this crucial element in your email! It should contain the minimum required fields that allow you to provide the best content for the subscriber. It should include a brief but insightful description, and state the frequency of your mailings.
10. UNSUBSCRIBE OPTION- You must legally provide a free and easy way to unsubscribe. This shouldn’t have to be enshrined in law, because smart marketers know it makes sense to let subscribers remove themselves from your mailings. It can have a negative impact on the brand if someone keeps getting emails they don’t want. Avoid creating barriers such as password protection or an email that must be clicked to confirm unsubscribing – removal should be one-click.
11. YOUR WEBSITE- While you will most likely have deep links on your website referenced with mentions of specific products and services, it’s a good idea to have a general home page link prominently featured for readers who may prefer to visit a different section of your website.
12. TABLE OF CONTENTS- The goal of any self respecting newsletter is to get optimum readership for all the articles and news included in an issue. The layout doesn’t have to follow the format of a traditional print style «table of contents», it should just be an easy navigation point to all the articles that appear in the newsletter. For example, it could be in the form of a Letter from the Editor - with text linked to articles.
13. SOCIAL NETWORKS- Give your readers the ability to share your newsletter - and articles within it. Select the networks you think are used most by your customers and leads, such as Facebook, Twitter and LinkedIn. |
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| These are intended as a general guide to the subject matter, it should not be used as a basis for decisions. For this purpose advice should be obtained which takes into account all the client's circumstances. Every effort has been made to ensure the accuracy of the information. In view of its purpose the reader will appreciate that we are unable to accept liability for any errors or omissions which may arise. |
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