Emails are an effective way to reach your audience to reach your prospects. Each email marketing requires special attention and newsletters are no exception. Indeed, like any marketing object, you have to ask yourself the question of its meaning. What will your newsletter be used for?
This is the first essential question you must ask yourself. An informative newsletter (talking about the progress of your project for your investors, for example), a newsletter to generate visits, sales,… The purpose of your newsletter is the first thing to define (I). Once you have defined the main purpose of your newsletter, it is necessary to know who you are addressing. To be sure to reach them in the best way, you can use the art of copywriting (II).
What is the purpose of writing a newsletter?
The purpose of a newsletter should be to share something. Each audience has its own specificities. It is, therefore, necessary to know how to correctly segment the different email addresses you have and for that the persona technique can help you. You will address 18-25-year-olds (the famous “Millenials”) differently than older customers, just as you will not write in the same way if you are addressing your customers or your investors.
As you can see, knowing how to differentiate and segment your email addresses is essential for the optimal functioning of your newsletters. If you have already been sending newsletters for some time, you have data and active and inactive users. You should then try to understand why inactive users do not open your emails. Are your emails relevant enough? Are your titles catchy? Does the ad text make people want to click?
You can make the subject line (the title) eye-catching, but without turning it into a “Christmas tree” with a simple drawing (like a colored circle for example). And if you have enough email addresses, you can divide them into test panels to better understand what will be the trigger for opening your newsletter. Once your newsletter is opened, it is the first step but it is not enough! It is now necessary that it is read and understood. This is when copywriting comes in and AIDA can start to resonate…
How to use the art of copywriting in your newsletters?
This art is based on AIDA. These 4 letters symbolize what copywriting should produce:
A => Attention ;
I => Interest;
D => Desire;
A => Action.
As you can see, these letters correspond precisely to the objectives that a good newsletter should pursue. Thus, to encourage attention, it is necessary not only to have a good pen but also to follow the order thus defined. The attention must make people open and read your newsletter. Thus, the first paragraph must arouse interest. Your email must progressively arouse the desire for your product and your site. Finally, it concludes with a call to action. The latter must be clear, readable, and visible.
But let’s look at some tips to arouse interest and desire in the prospect. In order to provoke and maintain interest, it is necessary to write short sentences proving your credibility and knowledge of your customers. Moreover, a graphic or an image can reinforce this idea. On the other hand, to arouse desire, it is no longer necessary to talk about you, your product, and your company, but about your prospect and more precisely to answer about the benefits he can have by using your product, by calling on you… In short, to motivate his desire.
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To sum up: it is essential to have a real objective when creating your newsletter. Setting an objective allows you to try to find all the means to reach it. You can obviously use copywriting techniques (our growth-hacking agency can help you with this), but you can also apply the “Test and Learn” method yourself…
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