We’ve all done it. Click subscribe for an email newsletter, and then regretted it as soon as our inbox fills up with uninteresting content.

So how do you avoid this fate happening to your small business newsletter? Get this right, and say hello to more leads and sales. Get this wrong, and you’ll have people unsubscribing in their droves. 

Nail the basics

If you’re sending out a newsletter but don’t know what you’re trying to achieve with it, then you’re going to fail, no question. Depending on your business type, a newsletter can fulfil many different purposes. This could be anything from driving traffic to your website to keeping customers informed on product launches and news. 

Balance your content

One of the swiftest ways of ensuring people ignore or delete your small business’ newsletters is to bombard their inbox with “BUY! BUY! BUY!” messaging. There is a time and place for promotional content, but every single newsletter every single week isn’t it. Rather, aim for a balance of 90% educational content and 10% promotional. 

What do we mean by educational content? Content that’s timely, interesting and relevant to your customers’ needs. For example, if you have a clothes boutique you could send them styling tips or a preview of next season’s trends. 

Would you want to read it?

It goes without saying that well-written copy without typos is a must. Next, appreciate the fact that your customers are busy people and keep your copy simple, concise and fun. Give them a taste of the good stuff, and then direct them to your website for more. 

Be smart with your design

Your newsletter doesn’t need to have an all-singing and -dancing flashy design to be effective. What’s more important is that it’s smartphone friendly, as that’s how most people will end up viewing it. Choose images that support your copy and give it a professional feel. 

Be regular, not spammy

One of the trickiest things to get right is the frequency of your newsletter. It needs to be regular enough so that your subscribers start anticipating its arrival. However, too frequent and you’ll be verging on spamming. 

An easy way around this conundrum is to set expectations before customers sign up for your updates. 

Finally, get the word out

Use all means at your disposal to encourage sign-ups, including your website, social media pages and your email signature. 

Coming up with content week in and week out can be a difficult task. Outsourcing your content marketing to a Hunter & Scribe specialist can free you up to run your small business. We can help with all aspects of email marketing, including strategy, content and design. Contact us at [email protected] for more information.