Inbox Insights: Secrets of Successful Email Newsletters

Reading Time: 3 minutes

Email newsletters are an essential digital marketing tool for small businesses. They provide an easy way to keep in touch with subscribers and keep them engaged with your brand without worrying about algorithms. However, with so many newsletters flooding inboxes, standing out from the crowd can take time and effort. Here are some best practices for creating a successful email newsletter strategy this year.

Focus on Providing Value

Your newsletter should not be a sales pitch but rather a source of useful information. Using it as a platform to sell your products or services can be tempting. However, it’s important to remember that your subscribers signed up because they are interested in what you offer, not just because they want to be sold to.

Consider keeping subscribers up-to-date on the latest trends and developments in your industry to position yourself as an expert in your field. Tips and tricks can be a great way to provide readers with actionable advice they can use in their lives. Including exclusive content in a newsletter can provide added value to subscribers and keep them engaged with your brand, ultimately leading to increased sales and stronger relationships.

Mind Your Subject Line and Preview Text

These are the first things your subscribers will see and determine whether they open your email. Ensure they are clear, concise, and accurately reflect your newsletter’s content. Avoid spammy or clickbait language, which can turn off subscribers and damage your reputation.

Here’s an example of using manipulative language in a subject line and preview text: 

Subject Line: "You won't believe what our non-profit is doing!"


Preview Text: “We’re doing amazing work. Click to find out more!”

Now, let’s rewrite things so they are clear, concise, and follow best practices:

Subject Line: "Help us make a difference at Stockbridge Street Festival."

Preview Text: “Learn how to get involved and create positive change for kids.”

Make Your Newsletter Easy to Read

Use a clean and simple layout with a clear hierarchy of information. Include images and graphics to break up the text and make it more engaging. Balancing the use of visuals with the amount of text makes a newsletter easier to skim and doesn’t overwhelm the reader.

Optimize your newsletter for desktop and mobile devices as more and more people read emails on their phones. Also, make it easy for your subscribers to share your newsletter with others. Include social media sharing buttons or a “forward to a friend” option to expand your audience and increase your reach.

Be Consistent with Your Schedule

Whether you send it weekly, bi-weekly, or monthly, stick to a regular schedule. This will help to build expectations with your subscribers and keep them engaged. However, feel free to experiment with different formats or content types to keep things fresh and interesting.

A weekly or bi-weekly newsletter might contain the latest news and updates from a small business, like new products or services, upcoming events, and any other timely news subscribers might find interesting.  A monthly or quarterly newsletter might contain more in-depth content, such as feature interviews, tips or advice, a recap of previous months or a look at what’s to come, and highlights of significant accomplishments or milestones for a business. 

The key is finding a schedule that works for your business and subscribers. Track open rates and other metrics to determine what’s working and what’s not, and adjust your schedule accordingly.

In Conclusion

Email newsletters are a powerful marketing tool. You can create a successful email newsletter strategy that stands out by providing valuable content that’s easy to read, using clear subject lines and preview texts, and being consistent with your schedule. 

Remember to focus on building a relationship with subscribers rather than simply selling to them. Best practices can increase engagement, build loyalty, and ultimately set your business up for success. 

Need a hand with email marketing? Contact us today to learn how Fisher Green Creative can help grow your small business.

Jenny Green, Chief Marketing Officer and Co-owner of Fisher Green Creative

Jenny Green, Co-Owner of Fisher Green Creative, specializes in digital strategy development, social media marketing, and SEO for small businesses.  Away from helping clients or studying the latest marketing trends, Jenny volunteers her time coaching youth soccer, enjoys a cold craft IPA, and works to save the elephants.  Connect with Jenny on LinkedIn  or email.

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