Are you just getting started with an email marketing strategy for your business? Want to choose the right email marketing platform to help you send your first campaign?

OnDeck share their email marketing recommendations in this infographic.

They break things down as follows:

• Why you should start a newsletter
• Case studies
• Top email marketing platforms compared
• The anatomy of an engaging newsletter
• Tips to build an email list
• How to measure success

Check out the infographic for more.

 

In today’s digital age, newsletters are making a comeback as a powerful tool for communication, marketing, and engagement. Whether you’re an individual looking to share your passion or a business seeking to connect with customers, creating a newsletter can be a valuable addition to your repertoire.

In this comprehensive guide, we’ll walk you through the process of creating your first newsletter, covering everything from the reasons behind starting one to the key elements of an engaging newsletter, tips for building an email list, and how to measure its success.

Why You Should Start a Newsletter

Before diving into the nitty-gritty of creating a newsletter, it’s essential to understand the compelling reasons why you should start one in the first place.

• Build and Strengthen Relationships

Newsletters provide a direct line of communication between you and your audience. When someone subscribes to your newsletter, they are expressing genuine interest in what you have to say or offer. This creates an opportunity to build and strengthen relationships with your subscribers over time.

• Establish Authority and Credibility

A well-crafted newsletter can position you as an authority in your field or industry. By consistently delivering valuable content, insights, and expertise, you can establish credibility among your subscribers, making them more likely to trust your recommendations or products.

• Drive Traffic to Your Website

Newsletters are a fantastic way to drive traffic to your website or blog. Each newsletter can feature links to your latest articles, products, or services, encouraging subscribers to click through and explore your online presence further.

• Boost Sales and Conversions

If you’re running a business, newsletters can be a potent sales and marketing tool. You can use newsletters to showcase new products, offer exclusive discounts, and promote limited-time offers, ultimately driving more sales and conversions.

• Stay Top-of-Mind

In a world filled with distractions, it’s easy for people to forget about your brand or content. Regular newsletters help you stay top-of-mind with your audience. When they receive your content in their inbox consistently, they are less likely to forget about you.

• Direct Access to Your Audience

Unlike social media algorithms that can limit your reach, newsletters offer direct access to your audience’s inbox. This means your message is more likely to be seen and read by your subscribers, increasing the chances of engagement.

The Anatomy of an Engaging Newsletter

Now that you’re convinced of the value of starting a newsletter, let’s delve into the key elements that make up an engaging newsletter.

These elements will help you create content that resonates with your audience and keeps them eagerly awaiting your next edition.

• Compelling Subject Line

Your subject line is the first thing your subscribers see, and it plays a crucial role in whether your email gets opened or ignored. Make it compelling, concise, and relevant to the content inside. Use curiosity or a sense of urgency to entice readers.

• Personalized Greeting

Begin your newsletter with a warm and personalized greeting. Addressing subscribers by their first name adds a personal touch and makes them feel valued.

• High-Quality Content

The core of your newsletter should be valuable and relevant content. This could include articles, tips, industry news, product updates, or personal anecdotes, depending on your newsletter’s purpose. Ensure your content is well-written, informative, and engaging.

• Visually Appealing Design

A visually appealing design is essential to keep readers engaged. Use a clean and professional layout with a balance of text and images. Ensure your newsletter is mobile-responsive, as many people read emails on their smartphones.

• Clear Call to Action (CTA)

Every newsletter should have a clear call to action. Whether you want your readers to click a link, make a purchase, or share your content, make it explicit. Use compelling language and design elements to draw attention to your CTA.

• Unsubscribe Option

Respect your subscribers’ preferences by including an easy-to-find unsubscribe option. While it may seem counterintuitive, making it simple for people to opt out can actually improve your email deliverability and reputation.

• Footer Information

Include essential information in the footer of your newsletter, such as your contact details, physical address (if applicable), and links to your social media profiles. This builds trust and ensures your newsletter complies with legal requirements like the CAN-SPAM Act.

Tips to Build an Email List

Now that you understand the key components of an engaging newsletter, let’s explore how to build an email list.

After all, your newsletter can only be successful if you have subscribers to send it to.

• Create a Sign-Up Form on Your Website

Place a sign-up form prominently on your website or landing page. Make it easy for visitors to subscribe by asking for minimal information, typically just their name and email address. The more frictionless the process, the more likely people will subscribe.

• Offer Incentives

Encourage people to subscribe by offering incentives such as exclusive content, discounts, or a free downloadable resource. This gives them a compelling reason to join your mailing list.

• Leverage Social Media

Promote your newsletter on your social media channels. Share teasers of the content subscribers can expect and provide a direct link to your sign-up form. Additionally, consider using paid advertising on platforms like Facebook to reach a broader audience.

• Collaborate and Guest Post

Collaborate with influencers or experts in your niche to expand your reach. Guest post on their blogs or platforms, and include links to your sign-up form in your bio or within the content itself.

• Host Webinars or Events

Host webinars, virtual events, or workshops related to your niche or industry. Use these events to capture email addresses and encourage attendees to subscribe to your newsletter for future updates.

• Run Contests and Giveaways

Organize contests or giveaways where entry requires subscribing to your newsletter. People love the chance to win prizes, and this can be an effective way to grow your email list.

• Optimize Landing Pages

Create dedicated landing pages for specific marketing campaigns. These pages should be laser-focused on getting visitors to subscribe to your newsletter, with persuasive copy and a clear call to action.

• Word of Mouth and Referrals

Encourage your existing subscribers to refer friends and colleagues. Offer rewards or incentives for successful referrals to motivate your current audience to spread the word about your newsletter.

• Networking and Events

Attend industry events, conferences, and networking functions. Collect email addresses from individuals you meet who express interest in your content or offerings.

How to Measure Success

Once you’ve created your newsletter and built a substantial email list, it’s crucial to measure its success. This allows you to understand what’s working and what needs improvement.

Here are key metrics and strategies to gauge the effectiveness of your newsletter:

• Open Rate

The open rate indicates how many of your subscribers opened your email. A higher open rate suggests that your subject lines are compelling and your emails are relevant to your audience.

Tip: Experiment with different subject lines to see which ones resonate best with your audience.

• Click-Through Rate (CTR)

CTR measures the percentage of people who clicked on a link within your email. It’s a critical metric for tracking the effectiveness of your calls to action and the engagement level of your content.

Tip: Test different CTAs and content layouts to optimize your CTR.

• Conversion Rate

If your newsletter’s goal is to drive sales or conversions, this metric is crucial. It tells you how many subscribers took the desired action, such as making a purchase or signing up for a webinar, after reading your email.

Tip: Use A/B testing to refine your email content and design for better conversion rates.

• Subscriber Growth Rate

Track the rate at which your email list is growing. A healthy subscriber growth rate indicates that your strategies for acquiring new subscribers are effective.

Tip: Continue to experiment with various list-building techniques to sustain or increase your growth rate.

• Unsubscribe Rate

While it’s natural to lose subscribers over time, keep an eye on your unsubscribe rate. A sudden spike may indicate a problem with your content or email frequency.

Tip: Survey unsubscribers to gather feedback and make necessary improvements.

• Email List Cleanliness

Regularly clean your email list to remove inactive or disengaged subscribers. A clean list improves email deliverability and ensures you’re reaching an audience genuinely interested in your content.

Tip: Set up re-engagement campaigns to win back inactive subscribers before considering removal.

• Feedback and Surveys

Seek feedback from your subscribers through surveys or direct inquiries. Understanding their preferences and needs can guide your content strategy.

Tip: Use feedback to tailor your newsletter content to better match your audience’s interests.

• Revenue and ROI

If your newsletter is part of a business strategy, track the revenue generated directly from email marketing campaigns. Calculate the return on investment (ROI) to assess its overall impact on your bottom line.

Tip: Attribute revenue accurately by using tracking codes or unique URLs for different campaigns.

Email Marketing Tools & Platforms

To kickstart your email marketing journey and create your first newsletter, you need the right email marketing tool or platform.

Now we’ll explore the popular options to consider for your email marketing needs:

Omnisend

Omnisend is a feature-rich email marketing platform that focuses on ecommerce businesses. It’s designed to help you create personalized and automated email campaigns that drive sales and engagement.

Key Features:

• Segmentation: Omnisend offers powerful segmentation options, allowing you to target specific customer groups based on their behavior and preferences.
• Automation: Create automated workflows to send welcome emails, abandoned cart reminders, and product recommendations based on customer actions.
• Templates: Omnisend provides a library of email templates, making it easy to design professional-looking newsletters.
• Integration: It seamlessly integrates with popular ecommerce platforms like Shopify, WooCommerce, and BigCommerce.
• Pricing: Omnisend offers a free plan with limited features. Paid plans start at $16 per month.

ConvertKit

ConvertKit is a user-friendly email marketing platform primarily designed for bloggers, content creators, and online entrepreneurs. It focuses on simplicity and automation to help you grow your audience.

Key Features:

• Customizable Forms: Easily create opt-in forms and landing pages to capture email subscribers.
• Automation: Set up email automation sequences to nurture your subscribers and deliver targeted content.
• Tagging: Use tags to segment your subscribers and send them personalized content.
• Visual Automation Builder: ConvertKit offers a visual automation builder that’s beginner-friendly.
• Pricing: ConvertKit offers a free plan for up to 1,000 subscribers. Paid plans start at $29 per month.

MailerLite

MailerLite is an affordable email marketing platform that offers a range of features for creating and sending newsletters. It’s known for its simplicity and user-friendly interface.

Key Features:

• Drag-and-Drop Editor: Create beautiful email campaigns with their easy-to-use editor.
• Automation: Set up automation workflows to send targeted emails based on subscriber actions.
• A/B Testing: Test different subject lines, content, and sender names to optimize your email performance.
• Segmentation: Segment your subscribers for more personalized campaigns.
• Pricing: MailerLite offers a free plan for up to 1,000 subscribers. Paid plans start at $10 per month.

Moosend

Moosend is an email marketing platform known for its intuitive interface and advanced automation capabilities. It’s suitable for businesses of all sizes and provides tools to create and optimize newsletters.

Key Features:

• Drag-and-Drop Builder: Design emails without any coding skills using their user-friendly builder.
• Automation: Set up complex automation workflows with triggers and conditions.
• Personalization: Create personalized emails using dynamic content based on subscriber data.
• Analytics: Monitor campaign performance with detailed reports.
• Pricing: Moosend offers a free plan for up to 1,000 subscribers. Paid plans start at $8 per month.

Campaign Monitor

Campaign Monitor is an email marketing platform that caters to businesses and agencies. It offers a wide range of email marketing and automation features to help you create and manage effective email campaigns.

Key Features:

• Email Builder: Design eye-catching newsletters with their drag-and-drop email builder.
• Automation: Create automated customer journeys to send targeted emails at the right time.
• A/B Testing: Optimize your campaigns by testing different elements and strategies.
• Personalization: Deliver personalized content to engage subscribers.
• Pricing: Campaign Monitor’s pricing is based on the number of subscribers and starts at $9 per month.

Sender

Sender is an email marketing platform designed for simplicity and effectiveness. It caters to small businesses and entrepreneurs, providing them with the tools needed to create, send, and analyze email campaigns.

Key Features:

• Drag-and-Drop Editor: Create visually appealing emails with ease using the intuitive drag-and-drop editor.
• Automation: Set up automation workflows for email sequences, abandoned cart reminders, and more.
• Analytics: Gain insights into your email performance with detailed reports on opens, clicks, and conversions.
• Responsive Templates: Access a library of responsive email templates to ensure your emails look great on all devices.
• Pricing: Sender offers a free plan with limited features. Paid plans start at $10 per month.

HubSpot

HubSpot is an all-in-one marketing automation platform that includes email marketing as one of its core features. It’s suitable for businesses of all sizes looking to manage their marketing efforts from one centralized platform.

Key Features:

• Email Automation: Create sophisticated email automation workflows and nurture leads throughout their customer journey.
• Personalization: Deliver highly targeted and personalized content based on user behavior and preferences.
• CRM Integration: Seamlessly integrate with HubSpot’s CRM to manage contacts and track interactions.
• A/B Testing: Optimize your email campaigns by testing different elements like subject lines and content.
• Pricing: HubSpot offers a free plan with limited features. Paid plans start at $45 per month.

iContact

iContact is an email marketing platform known for its user-friendly interface and excellent customer support. It caters to businesses looking for an easy-to-use solution to create and manage email campaigns.

Key Features:

• Email Templates: Choose from a library of customizable email templates to create professional-looking newsletters.
• List Segmentation: Segment your subscribers to send targeted content that resonates with their interests.
• Social Media Integration: Connect your social media accounts to your email campaigns for seamless cross-channel marketing.
• Analytics: Access real-time reports to track email performance and make data-driven decisions.
• Pricing: iContact offers a free trial. Pricing for paid plans is available upon request.

MailChimp

MailChimp is a well-known email marketing platform with a user-friendly interface and a focus on user engagement. It’s a popular choice for small businesses and content creators.

Key Features:

• Drag-and-Drop Editor: Design eye-catching emails using the easy-to-use drag-and-drop editor.
• Automation: Set up email automation sequences based on user actions to nurture leads.
• A/B Testing: Optimize your email campaigns by testing different elements and strategies.
• Integrations: MailChimp integrates seamlessly with various third-party tools and platforms.
• Pricing: MailChimp offers a free plan with limited features. Paid plans start at $9.99 per month.

SendinBlue

SendinBlue is an all-in-one marketing platform that includes email marketing, SMS marketing, and marketing automation. It’s suitable for businesses of all sizes looking for a comprehensive marketing solution.

Key Features:

• Email Builder: Create beautiful and responsive emails using the drag-and-drop editor.
• Marketing Automation: Set up automation workflows to send targeted emails based on user behavior.
• Transactional Emails: Send transactional emails, such as order confirmations and password resets.
• SMS Marketing: Combine email marketing with SMS campaigns to reach your audience effectively.
• Pricing: SendinBlue offers a free plan with limited features. Paid plans start at $25 per month.

AWeber

AWeber is an established email marketing platform that caters to businesses and entrepreneurs. It offers a range of features for creating, sending, and automating email campaigns.

Key Features:

• Email Templates: Access a library of responsive email templates and customize them to match your brand.
• Autoresponders: Set up automated email sequences based on subscriber actions or triggers.
• List Segmentation: Segment your subscribers to deliver targeted content and offers.
• Analytics: Track email performance with real-time reporting and analytics.
• Pricing: AWeber offers a free plan for up to 500 subscribers. Paid plans start at $19 per month.

Drip

Drip is a robust email marketing and marketing automation platform. It’s designed for ecommerce businesses and marketers looking to create personalized and automated email campaigns.

Key Features:

• Visual Workflow Builder: Create complex automation workflows to nurture leads and customers.
• Personalization: Deliver highly targeted content and product recommendations based on user behavior.
• Ecommerce Integration: Seamlessly integrate with popular ecommerce platforms like Shopify and WooCommerce.
• A/B Testing: Optimize your email campaigns by testing different elements and strategies.
• Pricing: Drip offers a 14-day free trial. Pricing for paid plans is based on the number of subscribers.

Constant Contact

Constant Contact is an email marketing platform known for its user-friendly interface and robust features. It’s suitable for small businesses and organizations looking to create and manage effective email campaigns.

Key Features:

• Email Templates: Choose from a variety of customizable templates or create your own using the drag-and-drop editor.
• Automation: Set up automated email series and trigger emails based on user actions.
• List Management: Manage and segment your contacts to send targeted emails.
• Real-Time Reporting: Access detailed reports to track the performance of your email campaigns.
• Pricing: Constant Contact offers a free trial. Paid plans start at $20 per month.

Ontraport

Ontraport is an all-in-one marketing automation platform that includes email marketing as one of its core features. It’s suitable for businesses looking for a comprehensive marketing solution.

Key Features:

• Marketing Automation: Create sophisticated automation workflows to nurture leads and automate marketing tasks.
• CRM Integration: Seamlessly integrate with the built-in CRM to manage contacts and track interactions.
• Email Builder: Design visually appealing emails with the drag-and-drop editor.
• A/B Testing: Test different elements of your email campaigns for optimization.
• Pricing: Ontraport offers a free trial. Pricing for paid plans is available upon request.

GetResponse

GetResponse is an email marketing and marketing automation platform suitable for businesses of all sizes. It offers a wide range of features to create, automate, and analyze email campaigns.

Key Features:

• Email Creator: Design emails with ease using the drag-and-drop email creator and access a library of templates.
• Marketing Automation: Set up automated workflows and autoresponders for lead nurturing.
• Segmentation: Segment your contacts for personalized and targeted campaigns.
• Analytics: Access detailed reports and analytics to track email performance.
• Pricing: GetResponse offers a free trial. Paid plans start at $15 per month.

How to Choose the Right Email Marketing Tool

Selecting the right email marketing tool for creating your first newsletter is crucial to your success. Here are some factors to consider when making your choice:

• Your Goals and Needs

Start by defining your goals. Are you looking to grow your subscriber list, nurture leads, or drive sales? Consider your specific needs and choose a tool that aligns with your objectives.

• Ease of Use

If you’re new to email marketing, opt for a platform with a user-friendly interface and helpful resources like tutorials and support.

• Automation Capabilities

Automation can save you time and improve the relevance of your emails. Look for a platform that offers robust automation features, such as drip campaigns and segmentation.

• Templates and Design

Consider the design options available. Does the platform offer customizable templates that match your brand? Is there a user-friendly email builder?

• Pricing

Compare the pricing of different platforms. While some offer free plans, others have more advanced features for paid users. Choose a plan that fits your budget and future growth.

• Integration

Ensure that the email marketing tool integrates with your existing software and systems, such as your website, CRM, or ecommerce platform.

• Customer Support

Check the availability of customer support. A responsive support team can be invaluable, especially if you encounter technical issues or have questions about using the platform.

Getting Started with Your First Newsletter

Once you’ve selected the right email marketing tool, it’s time to start creating your first newsletter. Here’s a step-by-step guide to help you get started:

• Set Up Your Account

Sign up for an account with your chosen email marketing platform. Follow the on-screen instructions to complete the setup process.

• Import Your Subscribers

If you have an existing list of subscribers, import them into your new email marketing platform. Make sure to follow best practices and obtain proper consent for sending emails.

• Design Your Newsletter

Use the platform’s email builder or templates to design your newsletter. Add compelling visuals, engaging content, and a clear call to action.

• Personalize and Segment

Segment your subscribers based on their interests, location, or behavior. Personalize your emails to make them more relevant to each group.

• Create an Engaging Subject Line

Craft an attention-grabbing subject line that entices recipients to open your email. A well-crafted subject line can significantly impact your open rates.

• Test Your Email

Before sending your newsletter, run tests to ensure everything looks and functions as intended. Check for broken links, typos, and design issues.

• Schedule or Send Immediately

Choose the date and time for sending your newsletter. Consider your audience’s time zone and preferences for optimal engagement.

• Analyze and Iterate

After sending your newsletter, review the analytics provided by your email marketing platform. Pay attention to open rates, click-through rates, and conversion rates. Use this data to refine your future email campaigns.

Conclusion

Creating your first newsletter is an exciting venture that offers numerous benefits, whether you’re a content creator, marketer, or business owner.

By understanding the reasons behind starting a newsletter, mastering the key elements of an engaging newsletter, implementing effective list-building strategies, and measuring its success, you’ll be well on your way to building a loyal audience and achieving your communication and marketing goals.

So, roll up your sleeves, start drafting those compelling emails, and watch your newsletter flourish.

Happy emailing!