Sure, you have to know your audience. What are they interested in? What style do they like?
Next: What is the objective of your newsletter? Awareness? Lead Generation?
Once you've figured out the above, keep the following key points in mind:
- You engage people with information they need, information that helps them solve a problem. Educational content that enables them to make better decisions and show leadership. So, keep this in mind and keep the talk about your own products and solutions limited to about 10%.
- Take time to craft an appealing subject line. Since I'm playing in the B2B space, I usually make it interesting, but to the point.
- Think of a topic that ties all your news items together to a coherent story. It increases click-through.
- Decide on only ONE Call To Action and make it visually easy for people to see what you ask them to do. Best to insert the CTA at the beginning and towards the end of the newsletter. The CTA also has to have a logical connection to the content of the newsletter.
- Keep the design clean and copy minimal.
- Images and videos increase the click-rate (make sure to not embed the video in the newsletter, just link to it, otherwise the file becomes too large). Make sure images have ALT text for those that have images blocked from their email.
- Of course, make it easy to unsubscribe.
- And then do A/B testing.
That's it without much ado about nothing. Next, which metrics are really telling you how successful your newsletter is?