In this article, we take a look at newsletter best practices for Twitter stars, Instagram celebrities and all influencers looking to make a name for themselves.
Are you trying to build up a following online? In recent years, more and more people do. In fact, becoming a social media influencers seems to be the “job” of the century.
With more people trying to enter the new age “gold rush”, the competition you’re about to face is going to be fiercer than ever.
The biggest names in the industry have long realized that digital fame starts with a solid follower base. Even if it’s just a handful of fans, if these are willing to give up their money to acquire your products, the passive income will start rolling in.
And while most focus their marketing efforts on their social media platforms, if you want to get ahead through the “smart way” you might want to try and diversify your new followers’ sources.
This is exactly where newsletters comes in.
Why working with email is important?
Influencers take pride in building their following organically, by spending countless hours liking, commenting and following others.
Sure, there is automation software that performs all these actions on autopilot but still, with Instagram’s current algorithm, it would take you a long time to see impactful growth.
And by impactful, I mean a fan base that actually buys your products.
You probably think that a full-time salary through social media is somewhat of a utopia reserved for the best of the best…
But what if I told you that you can significantly improve your conversion rates simply by tweaking a couple of things here and there?
All it takes is a few newsletter best practices to kickstart the engines and start monetizing your online presence.
Understanding marketing funnels
A marketing funnel is a process that takes your customers on a journey; it starts the moment they discover your brand(Top of funnel) and ends at the moment they decide to buy your product after being exposed to “Bottom of funnel” activities.
Social media is a “Top of funnel” activity. Basically, by expanding your follower base, you build public awareness. This is referred to as branding.
In this case, the brand is you.
And since you want to influence people in some way, it is important to communicate who you are and what you stand for.
Doing so will help you build trust and a good level of engagement while building your authority in the niche you are trying to serve.
Did you think that social media is the only way to do so?
When it comes to outperforming your competitors, you should start expanding your horizons.
Think which mediums of communication are mostly used by your readers and try to work your way around them.
What you will likely come to realize is that people from all backgrounds and interests have one thing in common.
They all check their email daily!
And you shouldn’t let this opportunity pass you by!
Email newsletters are a top-tier approach that allows direct and personal communication.
You can easily build a large, engaged following by collecting and utilizing a few email newsletter best practices.
After all, in 2019, most influencers consider emails to be an outdated approach. So use this to your advantage.
A study done by Direct Marketing Association revealed a staggering difference between the ROI achieved through social media and email marketing.
While the median ROI for Social Media marketing is only 28%, email marketing proved to be much more effective, bringing a whopping 122%.
Another important benefit of newsletters is that your relationship with your audience is somewhat different.
- On social media, you will always be dependent on the platform’s performance, regulations and guidelines.
- When sending a newsletter, on the other hand, you are not restricted by anyone, which makes this communication channel more reliable for long term growth.
And the good news is that email marketing only takes little to no financial investment to get you started. It is simple, easy and above all, scalable.
So why not take your chances with these newsletter best practices?
Take a look, decide which of the tips below can help your personal brand, and start rocking your email marketing campaigns.
Capture your followers’ email address
While this part requires a whole article on its own, I will do my best to explain it in brief.
In order to start creating a list of subscribers that show interest in your newsletter, your followers will have to somehow willingly offer their email address to you.
For that to happen, you will have to utilize the existing channels that offer you at least some sort of exposure.
It is a good idea to start from your existing fans, as well as your social circle and build up from there. You could implement any of the following tactics that have been proven to work:
- Host a giveaway and ask your followers to share it
- Offer a lead magnet to your Social Media audience by having them give an email address in return.
- Host a meetup and ask fans to sign up for it by providing their email address.
- Create a landing page for your lead magnet and target keywords that relate to your niche.
- Collaborate with other influencers by being mentioned in their newsletter.
While most of these require you to already have a decent following on Social Media, if you are starting our fresh, you might want to start out by creating a targeted landing page.
Set a goal for your email campaign
Once you have acquired the first handful of email addresses its time to start creating emails. For starters, it is important to know what you want to achieve with your newsletters. Whatever the goal, have it crystal clear before crafting your emails.
While your personal brand is the reason for incoming subscriptions, your subscribers sign up to get real value.
Therefore, at least in this channel, it is a good idea to drop the selfies and start sharing some useful advice or answer your audience’s questions.
Having said that, your goal needs to be:
- Tied to one specific campaign
- Focused on the customer
- Aimed at increasing engagement levels
The real value that comes through these newsletter best practices is the formation of meaningful relationships.
Doing so will make you more trustworthy and, in turn, improve your conversion rates.
Craft a catchy subject line
People tend to open your newsletters based on the subject line. A few words that will determine whether or not your campaign will be a success or a flop.
So, how do you handle this one?
Follow these tips to optimize your subject lines:
- Keep them short (usually, 4-5 words should be enough)
- Make them stand out (Use controversial or intriguing words)
- Optimize them for mobile (Up to 77% of people check emails on mobile devices.)
- Don’t use clickbait titles (be honest with your audience)
- Add personalization elements (depending on your segment)
Also, try using emojis if you haven’t done so yet. It will make your subject line look more relaxed and add a friendly tone.
Finally, many new email marketers tend to overlook the differences within each niche. Your subscribers may have common interests but they are all unique – so treat them accordingly!
All in all, treat your subject line like the most important part of the email. Your success depends on it.
Choose your words wisely
Talk in your readers’ language, refer to their problems in an empathetic way and offer the solutions without coming off as salesy.
Here are some basic guidelines on how to create interesting content:
- Use storytelling to engage your audience
- Spread thought-provoking ideas to get more responses
- Give your subscribers free value to show them that you care
All this is aimed to nurture your list and build your authority in the niche you are serving. In other words, you will slowly become an influential figure!
While other, foto-based social media platforms like Instagram are not meant for personal communication (except if you manage to “slide in the DMs”), email is meant for conversations.
And the way you deliver your words within it is what will determine whether or not your readers will see you as an authoritative figure.
Design beautiful emails
It is no secret that good design sells.
While style will never trump words in importance, it can give your content a fresh look.
Aesthetic design can make emails more pleasant to read and add to your professionalism.
Play around with different colors, layouts, mobile-optimized images, and fonts. Find the perfect combination through constant testing and you’re good to go!
Make your content easy to digest
Most people will not take the time to actually read every word you write. The majority of readers simply scans through the content to find reference points on something that may interest them.
And while a good design and a “compact” form of content add to it, there are a few more things that make an email easier to navigate:
- Guide your readers to the most important parts of your newsletter. Use images, headlines, and CTA buttons to grab their attention.
- Play with email width. Keep in mind that Gmail doesn’t show background color at widths wider than 640px.
- Use images. People remember 80% of what they see and only 20% of what they read.
- Check spelling and grammar. While some swear that “intentional spelling errors” add to a more “personalized” approach, we’d rather have you double-check your content for grammar and spelling improvements.
- Insert footer. You need to include an unsubscribe button and a company address to comply with current GDPR regulations. So why not add them to your footer? You could, furthermore, add buttons to your social media.
Let’s look at an example by Starbucks. This is one of the best email newsletters I’ve come across recently.
It has barely any text and yet delivers the message with clarity. The design is inviting, guiding readers to instantly make a choice between two options. What ideas could you get from this one?
Play with color options
Color is a powerful tool when it comes to setting the tone of your message. It has the potential to evoke an emotional response which is directly related to the people its aimed at.
You can use color to increase your brand’s recognition by up to 80%. Just think about it – most of the large brands have their own color palettes. For example, when you think of Starbucks, you can’t help but think of green.
The same is true for social media influencers. Simply look at the Instagram feed of your favorite Insta-celebrity. You’ll see combinations of colors that add to the overall personal brand image.
What kind of emotions and thoughts would you like to evoke? Choose the right color to create a strategy that serves you best.
Be aware of the white spaces
White spacing breaks your content down into more digestible pieces, making it easier for subscribers – especially those reading from mobile – to scan through.
Your goal here is to make an experience of reading an email as smooth and easy as possible.
Here is a great example:
The author uses spacing after every single sentence, making the content very easy to digest and focused on leading the reader to the CTA.
Use a Call to Action (CTA)
Call to action button (CTA) buttons are the peak point of your email. The goal of your content should lead the reader to click the button.
After implementing the newsletter best practices for your upcoming emails, it shouldn’t be too hard to form a compelling CTA for your readers to click on.
There are many things you can customize here but the most important by far is the placement of your CTA button.
Actionable advice should ideally follow the story of your content and be a natural derivative of it.
Here are some tips to help you with creating a compelling CTA button:
- Choose the anchor text that speaks to your customer
- Create a sense of urgency by making the offer time-bound
- Use action verbs to bring your point across
- Use contrasting colors to make your CTA stand out.
- Make it large enough for EVERYONE to see!
Creating a compelling call to action button is as easy as it gets with Mailigen. Take a 30-day free trial to go through the following steps as well:
STEP 1: Once you log in to your account’s dashboard, click on “Send email campaign”.
STEP 2: Fill out campaign details.
This includes your “subject line”, “from email”, “from name”, and “reply address”.
The column “Share Email Campaign” allows you to share the campaign on your social media accounts as well.
Once you have filled in your campaign’s details, choose the segment you want to send the emails to.
STEP 3: You will now be directed to the building part for your email campaign. Here you can work with blocks and create frames.
STEP 4: Add your CTA. Choose from Social Media Links Block, Social Profile Links Block and Button Block.
You will be able to change its font, size, color, and style easily.
To make things even simpler, you can choose your email design from pre-existing templates and adjust them to your needs.
Before you move on to implementing these newsletter best practices, here is a short list of what we learned:
- Capture your followers’ email address
- Set a goal for your email campaign
- Craft a catchy subject line
- Choose your words wisely
- Design beautiful emails
- Make your content easy to digest
- Play with color options
- Be aware of the white spaces
- Use a Call to Action (CTA)
Making an effective email campaign is both a science and an art. It exists in the world of trial and error and, when applied right, can help you build your audience a lot faster than you thought possible.
Now get out there and find it out for yourself by using Mailigen’s 30-day free trial.