3 Steps to Create a Custom Email Newsletter (And Why You Should)

Email was introduced in 1972 as the first method of person-to-person contact online. Since then, it’s grown from a way to contact family and coworkers into much more than that. In fact, it plays a vital role in both B2C and B2B marketing strategies.

The proof is in the numbers:

• 91% of people on the internet have been reported to enjoy receiving promotional emails.
• In a recent study BK conducted, email marketing converted 785% more users than the website alone. 
• Email is 40 times more effective than Facebook and Twitter combined. 

The focus of launching any email marketing campaign is to build ongoing relationships with existing and potential customers by building brand trust. 

Newsletters are the ideal way to approach this. Not only can a quality email newsletter keep users updated on your brand’s newest updates and deals, but it gives you a reliable way to drive website traffic and sales.

A newsletter can also increase your social media following. By providing links to your platforms, people interested in updates beyond the newsletter are likely to follow you.  

There are perks to the actual formatting of newsletters, too. Your design and formatting can keep you out of spam filters much easier than, say, sending an email with an attached pdf of your newsletter (Why would you do this? Just say no!)

Content can also be tailored according to those you’re sending your newsletter to, which is super helpful if you already have your email lists segmented, or you’re targeting people in various stages of the buyer’s journey. 

You could launch a RSS campaign (a campaign that automatically sends an email every time you post new content to your website). But this strategy could cause you to miss out on the perks of sending a customized newsletter.

A customized newsletter is one where you curate the content and design of each individual email instead of using the same look and impersonal automated content some other email methods present. 

Customizing your email newsletters gives you more control over brand consistency. It can also allow you to get more personal with your audience and conduct a narrative that tells the story of your business. 

Creating a custom newsletter is easier than you might think, and it doesn’t involve a coding degree. Follow these simple instructions to create an email newsletter that tells the story of your business and stays true to your brand, helping your audience build trust in your business.

Determine Your Goal

Just like with any email campaign, it’s important to first determine the goals of the newsletter. 

Think beyond simply getting attention from your lists. What would you want to communicate with your customer if you were having a cup of coffee with them? 

Some goals to consider for a newsletter campaign include:

• Educating your audience on relevant topics. 
• Sparking conversation with your audience. 
• Promote customer retention through loyalty and membership programs. 

Your goals can vary newsletter to newsletter as you learn more about your audience’s needs. 

For example, if you’re sending an email to those who have already purchased, your goal may be to make sure they stay engaged with your brand and keep returning to your website. So you might include a thank you discount for their next purchase, or educational content that appeals to their interests.

For new customers, however, your goal may be to simply introduce your brand and pique their interest which would involve more of highlighting your mission, team, etc. 

Plan Your Content

Once you’ve determined your goal, plan the type of content you want it to focus on. Be sure to include:

• A catchy subject line
• An eye-catching image that doesn’t exceed 480×480 pixels for optimized inbox compatibility 
• Goal-related information or updates
• A clear call-to-action at the end
• Links to your social media profiles

While brand consistency is key, that doesn’t mean you should let your content get stagnant. Keep users engaged and opening emails by using a variety of content such as Q&A features, surveys and calendars. 

Create a Template

Once you’ve compiled your content, it’s time to find and customize a template that can display it in an eye-catching way. When choosing a template for your email newsletter, make sure it follows a few design and convenience rules:

• Does it have a good balance of images vs. text?
• Is it consistent with your brand?
• Is it mobile friendly?

Some email marketing services like Mailchimp or Constant Contact come with  templates you can customize and send directly from the site. Other email template sites can allow for more goal-specific choices and customization options.

Wire by Hubspot, for example, is particularly for ecommerce stores to announce a product launch while WorkCast’s email template is better for announcing webinars. 

If you’re comfortable with HTML and basic coding, many sites offer the option. 

Now that you’ve determined a campaign goal, mapped out your content, and put it in an eye-catching template, you’re just about ready to proofread and send! In just 3 simple steps, you can create a custom newsletter that’s guaranteed to convert more users than a PDF attachment or automated RSS feed.

Launching successful email campaigns can take a bit of trial and error, so be sure to keep trying and pay attention to what works and what doesn’t. 

If they’re not doing so hot of the bat, here are some tips on why your email may not be working »