NEWSLETTERS: Keep Them Coming Back for More

If you want to increase your engagement with your readers, give them content that helps them in some way and keep it coming on a regular basis to empower them with information they can use. But first, if you want your digital newsletters to be opened, read, and responded to, you need a professional design that catches their eye and shows them you get them.

According to MailChimp, the average emailed newsletter open rate is between 15%-25%. That’s less than one person per every four people who will even bother to open your newsletter. Constant Contact (CC) has found that 20 lines of text or about 200 words results in the highest email click-through rate for most industries. Long newsletters almost always guarantee losing your readers before they get to the click though. CC claims an ROI of $36 for every $1 spent. This makes e-newsletters well worth your while if you follow a few design guidelines.

Your newsletter template should include a bold design masthead with the newsletter or company name, issue number, and date. The design area for a short headline can be emphasized with a larger or bolder font that is easily read with a personal or intriguing message for the reader that makes them stop and open it. Photos and videos are highly recommended to increase reader worthiness. A subhead banner or color call-out can help emphasize what you want the reader to know and can create sales leads with offers or notices of recent sales as well as educate and inform employees. Your reader may open your newsletter from their computer, laptop, tablet, or phone. Keeping this in mind, you can easily understand why designs that have only one column of text (not too wide) will be easier to read. Proven designs often include options of a few sentences, bulleted features, captions for any photos used, and an ending call-to-action sign-off with a click-to-website or downloadable files. And don’t forget to include links to your social media accounts at the bottom. Your designer can also create a series of newsletter templates for each type of news issue you need as well as divider icons and pointers to make your newsletter an enjoyable experience rather than a boring chore to read.

Once you’re ready to start your email campaigns, be consistent with delivery on the same day of every week, two weeks, or month. Wednesdays and Thursdays may be the best days to get the highest open rate when you are not competing with Monday and Tuesday’s email overload or the end-of-week catch-up or take-off for the weekend on Fridays and forget about sending on Saturdays or Sundays.

BP Designs (BPD) has been creating custom, professional digital (and print) newsletter design templates for clients’ internal and external corporate communications needs for over a decade. If you would like a freshening up of your existing newsletter template or a whole new look and/or series of templates, BPD can provide you with designs that will make your readers stop, look, and click. Let us show you how to keep your readers coming back for more.