How to Use Email Newsletters for Your Small Business

Email marketing still plays a critical role in small business marketing. And one of the most important parts of effective email marketing is sending out high-quality newsletters consistently. Not only are newsletters cost-effective, but they can also drive serious traffic to your website, keep your existing customers engaged, and inspire potential customers to give your brand a try. 

Are you new to email newsletters? Lars Persson has provided a quick how-to guide to using them the right way!

Prioritize Your Subject Lines    

If you want to make your emails make a statement before they’re even opened, your best bet is to craft a stellar subject line. It must be interesting or people will simply skip over the email or put it in the trash. Of course, making your subject line pop requires time and effort.

Your subject lines should be short; try not to exceed 41 characters or eight words. Also, make the subject line tell readers precisely what the newsletter is about, and use simple and straightforward language. Exclamation points and all caps tend to look spammy and will immediately deter your audience. 

Be Unique      

Your email newsletter must be unique when it comes to the message itself. Otherwise, your audience will mentally compartmentalize it with all the other newsletters they consider to be spam.

Take a moment to break down what sets your brand apart from others and determine how you can emphasize those traits in your newsletters. Showcase your value proposition by clearly distinguishing your company’s offering from your rivals, and present your brand through attractive visuals, such as your logo, color scheme, typography, and other branded elements. 

Moreover, use analytics software to monitor the content your target customers connect with most. And use the information to strategize how to showcase your value proposition. Data visualization tools can help you showcase the information in interesting ways. 

Stay Consistent    

Once you figure out the art of creating a remarkable newsletter, develop a calendar and send the messages out consistently. This will show customers that your operations are streamlined and your company is dependable. Ultimately, it will make your organization appear more professional.

Also, consider how many emails your readers likely receive daily. When you send newsletters at predictable times of the day, week, and month, your readers will know precisely when to expect your newsletter, and they will be less likely to overlook it when it arrives.

Don’t worry about establishing a strict schedule from the beginning. You may need to figure out what times of the days and week your customers engage most and learn as you go. But try to determine a good time and day as soon as you can. And it will help to have plenty of content available, which is why you should start creating content for your newsletters well before you plan to send it out.

Bring the Value        


None of your communication with customers should serve only your interests. In fact, every interaction should indicate that your customers are a top priority. The same logic applies to your email newsletters, meaning you must offer value via a free product, helpful information, or anything else that makes your newsletter worth the read.

Would you keep opening a newsletter that doesn’t offer you value? Your target audience won’t either. Consider exclusive information you can provide, and think of any products, tutorials, or other items you can give away. If you need help coming up with ideas, ask your readers what they would like to see in future newsletters, and focus on how you can keep them engaged.

Wrapping Up

We live in an age where digital marketing is king, and there are many channels to choose from when it comes to marketing your company online. However, email marketing remains one of the most consistent avenues for building an online presence and engaging customers. 

Keep the tips above in mind as you learn to develop eye-catching and valuable newsletters. And remember to put together plenty of content in advance so you can deliver high-quality newsletters on a consistent schedule. If you need help creating your newsletters, consider hiring a direct sales marketing expert like Lars Persson!

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