Seven elements of newsletters that breed audience loyalty
Gone are the days when a salesy newsletter with a click to action makes an impact. Image only newsletters with a sentence at the bottom? Gone are the days.
Gone are the days when we, businesses, authors, content creators and the like, can take our place to be in someone’s inbox for granted. Unfortunately, over the years, too many businesses have abused this space by pushing emails that have turned email receivers into jaded, busy people.
But fear not, even though the email landscape has changed over the years, even though people have become skeptical, and even though people receive many emails a day, there is always (always!) room in someone’s inbox for a newsletter they want to read. Yes, it may take time to establish newsletter loyalty, but you can absolutely do it.
I’m subscribed to emails I can’t wait to read, and I’m sure you are too. It is possible to create email newsletters that people look forward to receiving, even if they are short and don’t offer a chunky piece of content.
What makes people salivate over getting your newsletter in their inbox? Below I break down my answer into seven elements:
#1 Something from the heart
Among the things you want to convey, your email newsletter should also contain a message written from your heart. Something that shows us what’s in your heart, the depth of you, your inner colorings. Let people see you, the true you. I think newsletter messages that are neat, tidy, distant and professional are boring. Sure, you open them once or twice because the content is helpful, but the same content lives on many other blogs on the internet. It’s not just the helpfulness of the content that creates loyalty, it’s also the added heart element.
For example:
· The new insights you gained this month
· Why you care so much about the topic you’re creating content about
· Your big vision and why it matters to you
· A heart-breaking OR a heart-uplifting experience
· What you love and why
#2 Something to learn
Also give readers something to learn. If you don’t have a full piece of content, share a fun fact, something you personally learned, a book you’re reading, a podcast you’re listening to or a movie they can check out.
#3 Something inspirational
Offer something that lifts people’s hearts, as if on a magic carpet. An inspiring image, a quote beautifully designed, purposefully chosen uplifting words.
#4 Modern design (simple, easy to read and beautiful)
Many businesses nowadays opt for either text only newsletters, with an image or two thrown in there (common among content creators), or image only newsletters with a sentence or two added in there (common among e-commerce businesses).
Newsletters can be a piece of art.
My opinion is that design in newsletter matters. It represents an opportunity for you to stand out. Design gives people something beautiful to look at. It automatically uplifts them, the same way that a beautiful spread in a magazine does. If you can, add a few surprise design elements in your newsletter. Check out the Creative Market website and see if you can buy templates for your email provider, or if you have the means to, hire a designer to make you a few templates.
#5 Consistency in how the newsletter makes people feel
Your newsletter should make people feel a certain way, and it should always make people feel that way. You want people to expect to feel a certain way. For example, your newsletter can uplift or inspire people.
#6 Inconsistent frequency
I’ve heard many people teach that you should always send your email newsletter on a certain day and at a specific interval. For example, weekly on Mondays.
But I disagree. I think newsletters that are opened the most have a surprising element to them. They come when you least expect it. Their timing is not boring. Yes, a specific consistent cadence becomes boring after a while. Even if you committed to a specific cadence, I recommend you spice things up here and there and send fewer emails one period, and more emails another period.
#7 Warmth
Lastly, the magical element, the hard to pinpoint one, the one that makes people soft, tender and connected: warmth. Do your newsletters read like they were written by a nice, respectful human being, or a cold, aloof automaton?
The best way to add warmth to your emails is to not plan for it. When you create your emails with your heart, if there is warmth in your heart, warmth will reach your email readers too. If you speak from the heart and you’re not a mean human, your emails will most likely feel warm to your readers; readers will feel close to you.
But you can also purposefully add warmth, by consciously choosing words that make people feel tender deep inside, that convey connection, togetherness and closeness.