Email newsletters are the most common type of emails in email marketing. As the name suggests, they often contain news and updates, aiming to keep the audience engaged. At the same time, they are designed to gently push users towards the conversion. After registering with SendPulse, you can send email newsletters for free.
In this video, the SendPulse marketer explains how to come up with newsletter ideas for marketing campaigns.
Some marketers claim that newsletters are not much of a leap to set up, but newsletters that are created with attention to detail are sure to pay off. The role of an email newsletter in your overall email marketing strategy may be significant.
Why are Email Newsletters Important for Your Business?
Coverage. Over 3.8 billion people use emails. Every day people send and receive 281 billion emails on average. Business emails make up a majority of emails sent daily, around 109 billion. If used wisely, email newsletters can cover enormous audiences in a short period.
Effectiveness. Email marketing yields a near 4000% return on investment, and the email newsletters are a crucial contributor to that success. It proved to be the most commonly used type of email for engaging with the clients.
Personalization. Email marketers usually take their consumers’ behavior and preferences into account. That approach pays off because personalized emails offer products that people are very likely to purchase. As a result, we have email newsletters that help meet the needs and expectations of various social groups.
Credibility. Why not utilize newsletters to share upcoming trends in your niche or a behind-the-scenes look at your manufacturing process? That is a fair opportunity to highlight your expertise in a certain field and increase subscribers’ understanding of your credibility at the same time.
Relationship. The overwhelming competition in internet marketing stimulates brands to get more creative and genuine. Businesses that give more, tend to get more in return. Email newsletters are an excellent channel for building long-lasting relationships with the audience.
Create a newsletter yourself!
Design a beautiful email newsletter in an hour — for totally free and without knowing HTML. Personalize, segment, and schedule it to get the best results with SendPulse.
What is the purpose of an email newsletter?
Brands send email newsletters to inform their subscribers about recent news and updates. These emails have nothing to do with selling — they’re about building customer loyalty with the help of useful content. Below we considered several goals that you can reach by sending newsletters.
- Traffic increase. Email newsletters usually contain useful tips, how-to guides, short checklists with links to original articles and posts where users can study the subject in detail. This way, you can easily increase traffic to your website or blog.
- Brand awareness and recognition enhancement. If you share valuable and unique content, your subscribers will wait for your next email newsletter. They will associate your brand's logo and sender name with the positive experiences they get from your emails. This is one of the steps to build brand authority.
- Increased sales. Despite the non-commercial nature of email newsletters, they can help you increase sales indirectly. For example, you can share a detailed guide on how to use your service more effectively or offer your recipients a case study of one of your successful clients. If this material looks reasonable to your audience, those who haven’t yet decided to buy will have more reasons to do this.
- Social media profiles promotion. If you have just created a profile of your brand on Facebook or Instagram, you can easily promote it by adding links to your email newsletter. Mention why your account is worth following and tell the recipients what information you share in social media. Note that you should create different content for each channel, otherwise, there’s no value for subscribers to join your community.
The Best Time to Send an Email Newsletter
This question is still disputed by marketers. There’s no one-size-fits-all approach, but note that sending too many emails is one of the main reasons that users unsubscribe.
According to the research, 60% of people want to receive promotional emails from brands weekly, and more than 80% — monthly. A little over 10% of people would like to get an email every day. Take into account that these stats apply to promotional emails. An email marketing strategy usually implies sending not only advertising emails but newsletters, trigger, and transactional emails. This means that you should thoroughly plan the entire number of campaigns you send so that you don't scare away your audience.
To send consistently but not to overdo it, we strongly recommend creating an email marketing calendar. It should contain all the emails you’re going to send users each month. This way, you will have a clear picture of your marketing activities and you will be able to make changes on the go.
The best option is to ask subscribers how often they would like to hear from you. Provide each email newsletter with a link to an email preference center where users can set up the desired frequency. Also, it's a great idea to inform leads about your email sending frequency in the subscription form. This way, they will be fully aware of your email marketing strategy.
Now let's discuss the email structure.
Email Newsletter Structure
- Subject Line
- Sender’s name
- Unsubscribe link
Before we learn how to create and send email newsletters, we need to understand their components:
- Template. A web designer creates an HTML-template for a future email newsletter. It must look professional and conform to the brand’s visual identity to achieve specific targets. You can start with the basics by taking advantage of SendPulse pre-designed templates.
- Design. The recipient should recognize the brand by the colors, forms, and fonts used in the email newsletter. Every image and piece of text needs to be informative and intelligent, and by no means irritative.
- Copy. A better part of an email newsletter should entertain and educate customers. The rest of the email should focus on promotion. A little promotion contrasting with a good portion of high-quality content is an excellent choice. Remember, with most email newsletters less is more.
- Subject Line. It is the first thing people consider when they open an email, so make it count. The perfect length of the subject line is around 30-50 symbols, and it depends on your style and goals. Whatever the length, an email newsletter is more likely to be opened when the subject line is creative, funny, and intriguing.
- CTAs. The promotional part of email newsletters should contain a call-to-action — a button with a link to a specific website page. Yet don’t add too many of them to avoid looking pushy. A good CTA clearly reflects what action the reader should take: “Learn more,” “Make an order,” “Get discount.”
- Sender’s name. It is the first thing recipients see alongside the subject line. It’s okay to use your real name, it makes your email newsletter sound more friendly. It's another way to cut the distance between a business and its customers and humanize communication.
- Unsubscribe link. It may seem odd, but the doors should always be opened for consumers — in both directions. It's hard to say goodbye to your leads when you’ve just put so much effort to bring them in. Well, guess what’s left after your click the unsubscribe link — genuinely interested people who will form a community around your brand.
Email Newsletter Size
Your email newsletter's success depends not only on the content you share but on the technical side of things which include email size. It's extremely important since it influences user experience. If a reader needs to scroll left and right to read your email, your CTR will dramatically decrease. The bigger the height of your email, the higher the chances are that recipients won’t read it to the end. The larger your image file size, the higher the probability is that they will either take a long time to load or won’t load at all.
So, to stay on the safe side, keep the following effective tips in mind.
- Stick to a 600px email width. 600 pixels is considered the email width standard for any device. Of course, you can change the size, but test if it displays well on any screen resolution and across the devices your subscriber use.
- Try different email length. There are no strict rules regarding this measure. Still, email marketers recommend putting vital information above the fold since the average readers’ attention span is eight seconds. Besides, the more topics you cover in your email newsletter, the less your readers will be able to focus on each of them. So, you’d better work on data quality rather than quantity.
- Keep the size of the email to 102 Kb or less. Email size best practices suggest that your HTML file of the email shouldn’t exceed 90 Kb. Note that image weight doesn’t add to the actual HTML file.
To eliminate any trouble with email newsletter size, choose a professional email service like SendPulse. The service provides pre-designed email templates that are responsive by default. It means that the email will look great on any screen resolution. If you create a template with the drag and drop editor, it will be responsive as well.
Free Email Newsletter Services
Check out the comparison of the two most popular email newsletter services that provide a free plan.
|Features and Tools||SendPulse||MailChimp|
|Multi-step automation series and trigger emails||✔ (5 events)||✘|
|Responsive email designer||✔||✔|
|Multi-lingual customer support||✔||✘|
Other popular services like ConstantContact, Campaign Monitor, VerticalResponse, Mad Mimi, Drip, SendGrid, AWeber, and Active Campaign do not provide a forever free plan. You can only try their features using a free trial from seven to sixty days depending on the service.
How can I create and send an email newsletter for free?
Choose a professional bulk email service that offers a free plan. SendPulse is one of these services. Send up to 15,000 emails every month for free using pre-designed email templates, personalization, segmentation, and automation tools.
SendPulse provides an intuitive drag and drop email editor which requires no HTML knowledge. You only need to drag the necessary elements to your template. Ready to create a campaign?
Follow these simple steps.
- Register with SendPulse.
- Add your mailing list or create a subscription form to collect email addresses. If you add an existing mailing list, we recommend you verify the addresses to make sure they're valid.
- Create an email template. Write an eye-catching subject line, choose a pre-made template, or create your own from scratch, add images, videos, links, social media buttons, and design everything to your liking.
- Preview and send.
Check out how creating an email campaign with SendPulse looks.
Here’s a more detailed guide to creating and sending campaigns with SendPulse.
Email Newsletter Examples
We’ve gathered three great examples, hoping that it will help you create emails of the same quality.
Grammarly. Here is an excellent example of a highly personalized email newsletter based on how the user interacts with their service.
TED. This company sends weekly recommendations based on the topics you like, and the content you’ve previously watched or shared.
Growthrocks. Their newsletters are always in plain text, being brilliant, funny, and to the point.
Let's now review the tips which will help you create excellent emails, too.
Email Newsletter Best Practices
- Clean your mailing list regularly
- Segment your subscribers
- Be brief but informative
- Inject fun, suspense, and cliffhangers in your subject lines
- Put your grammar on
- Avoid spammy words
- Don’t forget about alt text
- Care about people’s visual perception
- Make it mobile-friendly
- Schedule your emails intelligently
We’ve collected a list of the most vital tips to help you create great email newsletters and skyrocket engagement with subscribers. Here they are:
Clean your mailing list regularly. Try to reactivate users who haven’t shown any signs of activity for three months or more. Some will react, but you’d better remove the rest from our list. Why? Because email service providers (Gmail, Yahoo, etc.) denote your newsletters as irrelevant, which harms your sender reputation.
Segment your subscribers. Segmentation will give you a chance to make slightly different email newsletters within one campaign to fit every social group more accurately. With SendPulse, you can segment your mailing list according to gender, occupation, location, age, subscribers’ actions, and more.
Be brief but informative. Make your copy clear and concise, people usually don’t have very much time to read complicated clusters of text. Try to approach your audience in their language. Remember, you should be a friend to your customers. A friend they will rely on, trust, and want to buy from.
Inject fun, suspense, and cliffhangers in your subject lines. Create a subject line with a sense of humor to increase the open rate. Make it relatively short, but add some flair. Intrigue recipients, so they are dying to know what’s inside. Try A/B testing with SendPulse for free to get the most of your subject lines.
Put your grammar on. Double-check your grammar before sending your email. It would be a pity to make mistakes in your email newsletter.
Avoid spammy words. Falling into the spam box is the worst-case scenario for your email newsletter. Even though current spam filters are more sophisticated and able to analyze the context of your words, you’d better be careful. Avoid any of these spammy words.
Don’t forget about alt text. If an image isn’t loading for some reason, alternative text saves the day and describes the missing image. It gives you a chance for your message to be understood even without pictures.
Care about people’s visual perception. When the copy, images, and CTAs are set up, leave a lot of white space in the message. This way, your email newsletter will be easy to read.
Make it mobile-friendly. Make sure your email looks good on different mobile devices because about half of all email users open emails on mobile devices.
Schedule your emails intelligently. Develop a schedule based on your customers’ lifestyle. Find out when it’s convenient for people to read your emails. Keep on sending emails regularly, but let the people breath. Otherwise, they’ll unsubscribe or mark your emails as spam.
Here's a detailed instruction on how to create perfect email newsletters with SendPulse.
- The article "How to Create an Email Newsletter [Checklist]" on the HubSpot blog offers 12 useful tips on creating an email newsletter.
- The article "45 Engaging Email Newsletter Templates, Design Tips & Examples For 2019" on Venngage blog suggests newsletter design tips and examples to follow.
- The article "How To Create a Newsletter Design in 7 Steps (+ Newsletter Templates)" on Crazy Egg blog explains the purpose of an email newsletter and the way it works, offers seven steps to follow while creating one, suggests templates, ideas, and best practices.
- The article "Email Newsletter Design: Guidelines And Examples" on Smashing Magazine comes up with examples and guidelines for email newsletter design.
- The article "How to Create an Email Newsletter People Actually Read" on HubSpot blog suggests ten tips for creating powerful email newsletters.
💙 How do I create an email newsletter with SendPulse?
🤔 How to make an email newsletter in Gmail or Outlook?
Email providers are not designed to send mass email newsletters because they limit you to 500 recipients a day. Consider choosing an alternative option if you work with an audience larger than 500 subscribers. Bulk email services, like SendPulse, are created for sending newsletters to large lists using free email templates, mailing list management tools, automation, and more.
🔍 How can I track website visitors from email newsletters?
When you create your email newsletter with SendPulse, you can add previously created Google Analytics UTM parameters in one click. Follow the link to learn more about SendPulse’s integration with Google Analytics.
Last Updated: 08.07.2021