Craft better company newsletters: 3 expert tips for irresistible content
Company newsletters can be a very effective communication tool and a great way to keep your business’ name in the minds of past, present and future clients.
That is, if you can get them to open and read your emails.
And in a digitally driven world where people’s inboxes are constantly filling up with rows of personal, business and spam mails, you need more than just a catchy subject line.
If you can master the art of newsletter writing – or outsource this task to professional property and financial content writers – your return-on-investment (ROI) can be fruitful; for every $1.50 spent on email marketing, the average ROI is $54, according to research by email marketing platform Litmus Software.
Furthermore, Statista data shows that global email revenue is expected to reach US$12.33 billion (AUS $18.56 billion) this year and rise to US$17.9 billion (A$26.94 billion) in 2027.
For these reasons, newsletters remain integral components of content marketing strategies. To achieve good returns, however, your company newsletters need to inspire audience engagement – and this requires niche writing skills.
3 steps to writing effective company newsletters
1. Craft an attention-grabbing subject line
As of April 2024, the average open rate of emails across all industries was 37.72%, according to global data from online marketing company Constant Contact. For the financial services and real estate industries, these rates were 26.46% and 36.00% respectively.
To encourage your audience to open your newsletters, the subject lines must be attention-grabbing; they should personally ‘speak’ to the recipient – either to address their problems or offer valuable advice or information. You can even include your recipient’s name in the subject line.
Make sure your subject lines are clear and to the point. Use questions, numbers or powerful words to spark curiosity, making them want to read your newsletters.
Headline writing : Good and bad subject lines
- July property update: New listings in Sydney
- William, have you seen these new property listings in Sydney?
In order to personalise your emails by using recipients’ names, you will need to segment your various audiences so that they only receive relevant newsletters. For example, if William has an interest in buying a property in Brisbane, he won’t want to open an email about properties for sale in Sydney.
Similarly, if William is on your mailing list because he has purchased a home in Sydney, he doesn’t need to know about new listings. He may, instead, be interested in learning how he can pay off his mortgage quicker.
Here is another example:
- PPP Accounting July newsletter: Get ready for tax season
- William, you may be able to get a bigger tax refund this year! Here are some top tips for 2024
Don’t end up in spam
Company newsletters with clickbait subject lines are likely to end up in your audiences’ spam folders. To pass through email spam filters, avoid words and terms like:
- Free
- Buy / order now
- Discount / clearance / bargain
- Cash
- Save big cash
- Lowest price / affordable / cheap
- Special promotion / limited time / offer expires
- Deal / win / winning / prize
- Bonus
2. Keep their attention
Getting your audience to open your newsletters is the first step, but they can very easily close it if the content does not keep their interest. Remember, if they open your emails, it is because the subject lines promise content of particular interest or value; if your content does not deliver on this, they will feel misled. Engaging content that aligns with the subject line is crucial.
To keep your audience reading, your newsletter should:
Have a compelling introduction
- Use a personal greeting, provide an interesting fact or ask a thought-provoking question
- Provide a brief overview of what the newsletter is about to deliver
Offer valuable content
- Content should be highly relevant to your audience and deliver on the ‘promise’ made in your subject line
- Provide practical tips, advice or insights
Be visually appealing
- Newsletters should carry a consistent colour scheme and branding
- The design should be clean and professional
You can make your newsletters visually appealing by breaking up text with high-quality images, infographics and other visual elements. Use whitespace effectively to avoid clutter and make the content easier to read.
Be easy to read
- Keep your paragraphs short to improve readability; bullet points and numbered lists make information easier to scan
- Use clear headings and subheadings to organise content and help readers navigate quickly to sections of interest. Effective communication is key.
Contain engaging media
- Incorporate short, relevant videos
- Include interactive elements such as polls, quizzes or clickable content to actively engage readers
3. Encourage active engagement
While the purpose of some company newsletters may be to enhance your company’s reputation and credibility through providing useful or educational content, there should always be some kind of call-to-action (CTA).
The Constant Contact data reveals that, on average, 2.00% of readers who open a company marketing email click on a link within the newsletter. For the financial services and real estate industries, the click-through rates are 0.98% and 1.41% respectively.
To increase the click-through rates of your company newsletters, your CTAs should:
Be clear and specific
Ensure that your CTAs clearly tell the reader what you want them to do. Avoid vague language and be specific about the action they should take.- Click here
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Create a sense of urgency
By using strong verbs, you can prompt immediate action.- Learn more
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Your CTAs should also make the action seem urgent by using time-sensitive language and phrases like:
- limited time
- now
- today only
- don’t miss out
- Sign up for our webinar
- Register now – limited seats available
Highlight benefits and value
Clearly state the benefit or value the reader will get by taking the action. They need to know what is in it for them.
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Be short and simple
Your CTA should be concise and to the point, so avoid overly complicated or lengthy phrases.- If you would like to know more information, please click here
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Stand out
Your CTA should stand out. You can achieve this by using buttons, bold text and contrasting colours. You should also ensure your CTA is easily clickable.
It is a good idea to position your CTAs prominently within your newsletter, such as near the top or at the end of sections. If your newsletter is long, consider repeating the CTA in different sections to reinforce the message.
Mastering the art of company newsletter writing
Crafting company newsletters that capture your audience’s attention from the minute they land in their inboxes until the end of your CTAs is an art. Done right, they will not only keep your company’s name in the minds of your readers and establish you as an authority in the industry, but compel readers to engage with you.Hunter & Scribe, a copywriting agency in Sydney, specialises in content writing for financial services – including accountants, financial advisers and mortgage brokers – and property professionals such as conveyancers and real estate agents. Our team of professional copywriters have writing techniques and content creation tools that will ensure your newsletters are full of engaging content.
