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Newsletters are a great selling tool — for every dollar that you spend on email marketing campaigns, you can earn a return of $36.
In this article, we analyze successful newsletter examples to help improve your campaigns.
In addition, included in this article are tips and tricks that have been used to effectively maximize results.
There are 5 elements crucial to the success of your newsletter. Below are those elements with tips on how to make your email newsletters much more effective.
Design is one of the most important aspects of any newsletter campaign. If your audience doesn’t like the design, they won’t read it or click through to your landing page.
The first thing to consider is ensuring that all content is unique to the email. You shouldn’t copy content from a blog post or have them as a link-heavy medium.
You should also ensure that all content is aligned with your brand. This way, your audience can automatically recognize your brand without having to check who sent the email.
Ensure all content is of the best quality. This includes proofreading your written content and ensuring that your images are of a high standard.
The subject line is the first thing your audience will see when they receive your email. It can make a big difference to a campaign's success.
All email subject lines should be personalized. You can include the lead’s name within the email or the name of a product that they’ve recently purchased.
For example, ‘Hey [name], are you loving your new [product]?’.
Keep subject lines as short as possible, but don’t reduce the length at the expense of being descriptive. Tell the audience exactly what they can expect within your email.
If you’re stuck on the length, then you should ensure no subject line should be longer than 60 characters or 9 words.
If you’re considering using emojis, use them to supplement your subject lines, not replace words.
However, you shouldn’t use more than one on any subject line.
Based on research, the best length for an email newsletter is about 20 lines.
Emails that are roughly 20 lines of content will have twice the click-through rate than those with 10 lines of text.
Plus, they’ll also have 60% higher click-through rates than emails with 35 or more lines of text.
Each paragraph should be between 2-3 sentences. These are far easier to read on a screen, such as on a mobile device.
All emails must be made mobile-friendly. This is because more than half of all emails are now opened on mobile devices.
Most email marketing software companies provide templates that are optimized for viewing on mobile devices. Therefore, if you use a tested template, which is highly recommended, then you should be good.
Here are some of the ways that you can improve the mobile friendliness of your content:
The call-to-action (CTA) is the most important part of any email marketing campaign. It is how you’re going to earn more money or get leads. However, it is often poorly presented.
The truth is that the CTA on your emails should be the same as it is on other mediums.
To start, you want to include a verb that will command the reader to do something. Examples might include: buy, shop, order, subscribe, download, find out how, etc.
You should also invoke an emotional response from the audience, such as exciting them. One small trick here is to use an exclamation mark on the call-to-action.
Finally, you should always ensure that your CTA provides a reason why the audience should take action. This could be in the form of a unique selling point that encourages a fear of missing out (FOMO).
Newsletters are often the forgotten element of any marketing campaign. So much is made of social media and direct marketing that many brands neglect their email marketing.
Yet, email newsletters are a great way for you to build a more profitable business.
Let’s dive into how email marketing and email newsletters can benefit your business:
Newsletters are a great way for you to reach your audience regularly. Most people who visit your website and then leave will forget about your brand.
Subscribing them to your mailing list allows you to keep your business in the mind of the audience.
It’s important to send content at least once a week — 61% of customers want to receive content from the brands that they like at this ratio.
But don’t be tempted to send more than 2 a week, as this can reduce the impact of your campaigns.
Emails can be shared through social media links and with forwarding features. This increases the size of the audience you can reach and introduces your brand to potential new customers.
Emails are a great way to build brand authority with your audience and help you get more credibility.
Trust is a major factor when it comes to abandoned carts and orders on websites. But, if you can build trust through email, you can reduce the number of abandoned orders.
Building trust with emails is simple. All you need to do is continually show why you’re an expert in your niche and how others have trusted you.
You can showcase new articles on your blog, share recent reviews, and use emails to build a personal rapport with readers.
Email is one of the best ways to convert and drive sales digitally.
It has one of the highest ROI rates for digital marketing avenues. Therefore, you can improve profitability while at the same time cutting costs.
While you can expect to make a return of $36 or more with email marketing, PPC advertising only has an expected return of $2 for every $1 spent.
There are numerous ways that your brand can create revenue streams from your email marketing.
For instance, you can use newsletters to showcase future product releases and offer customers a chance to preorder products.
Preorders can be a great revenue stream, with one game publisher covering their entire 10 years of development costs with preorders alone.
Promoting discount days, special offers, and new releases through email is another option. Sometimes this is one of the best ways to convert a subscriber into a customer.
Email marketing is also one of the best ways to cut business costs.
For instance, you can reduce your PPC marketing budget and increase your brand’s budget for email marketing. This should get you higher returns at a lower overhead cost.
You can also reduce costs by using fewer physical mail campaigns. The response rate for flyers is usually 1% to 5%. Email marketing response rates are often higher than this and cost a lot less.
With systeme.io, you’ll get access to space for 2,000 contacts and unlimited emails, free! That’s a great way to reduce costs.
Email marketing is also much better at measuring the success of your marketing efforts.
There are 3 main metrics that you want to measure:
These are hard to measure with other marketing options.
For instance, measuring your conversions from social media can be harder. It’s also harder to measure the response rate of physical marketing like leaflets and billboards.
With email marketing, vital statistics can be measured easily. You can then adjust your campaigns and test new options to see improvements.
You can change subject lines and content within standardized emails like welcome emails and see if that improves returns.
This way you can constantly find ways to grow your brand’s success with email marketing and newsletters.
Here are some of the best newsletter examples that have been sent by successful companies.
We’ve showcased the techniques these email marketers have used so that you can emulate them.
This newsletter intrigues the reader with a strong promise that’s more likely to get subscribers to open the email.
It then dispels a myth and sets up the solution without giving anything away. This makes the audience curious about what the writer is talking about.
Finally, it offers a direct and descriptive CTA before signing off, as if it were a personal email.
To understand why this email is so good you have to understand more about the brand.
Fizzle helps entrepreneurs by offering weekly tips to creators to help them improve their content.
While the brand has a business blog and a podcast, their emails don’t rely on this content to keep audiences captivated.
All the content within the email is unique. This strategy makes it more appealing to subscribers.
Your email content must be different from your blog or podcast, as it makes the content more valuable to your audience.
The email’s content is also written in an easy-to-read tone that’s fresh, honest, and casual. It's as if the author is talking to the reader personally.
The design of the email is very minimalist, allowing the content to stand out more. And with clear headers and subheaders, the email is easy to skim read for those who are in a hurry.
Many newsletter examples are very elaborate and have lots of images. However, this email is the complete opposite.
Done as text-only, it showcases how simple designs can often yield good results.
The big benefit of the email is offered in an announcement at the top, in a separate, colored box.
There’s also a great CTA that highlights the discount and adds a FOMO element.
The text-only style makes this perfect for quick reading, especially on mobile devices. There’s also the personal tone in the writing that makes it more effective as a sales pitch.
While business-to-business (B2B) newsletters are often written in an impersonal tone, CBInsights is different.
They write in a more personalized tone that draws in the reader. Their emails are also signed off with the term ‘I love you’ — This makes the content and the style unique.
They also make the reader feel like they’re a person, rather than just a contact on the list. This is great for getting more engagement from your audience.
This is one of the best newsletter examples for ecommerce, for several reasons.
The header is designed to grab the attention of the reader with a special offer — free delivery.
The newsletter then showcases new products that are on offer from the brand before it splits into reaching both their male and female audiences with different sections for each.
Thereafter, the email adds a sale section. By placing this section at the bottom of the email, you encourage your audiences to keep reading to find the most valuable deals for them.
The design is very simple and still fits perfectly within the brand’s color scheme.
Finally, the CTA buttons are a contrasting color that stands out. This is important because you want the customer to see what they need to do next.
This email works on so many levels.
The subject line covers 3 aspects:
The email is also short, making it ideal for quick reading.
The colorful design is also perfect for grabbing the attention of the reader and it gives the email a visual appeal.
What’s most impressive is the use of value statements.
The first one tells the audience not to wait for Santa and the second is about the discount that’s on offer. Done in a different font, these stand out in the email.
This email could also be a great holiday newsletter example.
This email from Deakin University is a great example of a welcome newsletter or a school newsletter.
The subject line is friendly and easy to read, which encourages people to open the email and read on.
The bright design also uses different colors to showcase new topics within the content.
The color inspires excitement for what the future might hold, whilst still creating a clear call to action.
This newsletter is striking. The black tone adds a professional touch and the writing is very clever.
The email reads like a manager talking to their employees in a meeting.
There’s little marketing content here, which makes it very clear and concise.
The reader can read everything within just a few seconds, preventing them from thinking that they’ve wasted time on irrelevant or unnecessary content.
Images have been used sparingly, which is great for the tone and purpose of the email.
The holiday season is always a great time for sales.
This email takes it further by offering discounts on products and including a timer that creates a sense of urgency that encourages the email recipient to take action.
The colors used within the content are also brilliantly aligned to the website’s branding.
There are several CTAs on the email. These are placed in the best locations for the reader to easily click on.
This email newsletter design from Ritual is a great newsletter example as it showcases how a brand can promote its products while sticking to the main message.
The email uses the same colors, fonts, and logo as it is on their website.
The newsletter also utilizes excellent product images above the fold to add interest.
The footer section further improves engagement with links to social media accounts, allowing audiences to carry the conversation across to other platforms.
To help get audiences to invest in the company, there’s an area that reminds the readers about their mission, promise, and the products available.
The short sentences keep the content readable and are great for engaging the audience without overloading them with information.
The Canadian Red Cross is a non-profit organization working to build safer communities through health care, training, donations, and volunteer work.
The email provides subscribers with the latest news from the organization.
This includes a timeline of the work they’ve been doing and the projects they’re working on.
They give subscribers several options to engage with their organization through video, blog posts, or donations.
One of the most interesting aspects of this newsletter example is how it proudly shows the work of their volunteers.
This gives value back to their volunteers and it’s also likely to convince others to offer their time for the cause, too.
The design of this email is aesthetically pleasing. The use of images to break up the text is a great way to ensure that readers aren’t bored with large walls of text.
A very successful email published by Trulia is less about sales and more about engagement.
They created this campaign to collect information about their subscribers and what properties they preferred in a quiz-style survey.
The campaign allowed the brand to add more personalization to any future campaigns.
The design of the email is very engaging with beautiful images of some great properties.
The CTA is also engaging and unique with text that references a fun child’s game — this isn’t used in standard CTAs.
This restaurant newsletter from Resy showcases 10 great local restaurants. This idea is a tried-and-tested option, and there are likely lots of these around.
By adjusting the size that the numbers are displayed in, the writers have created a unique visual appearance.
The list is also not symmetrical, which makes the design attractive and more interesting.
The CTAs all use blue text, a color associated with trust and honesty. The final CTA, to download the app, offers both instructions and an emotional pull.
Videos are a great way for you to engage with audiences and you can use newsletters to showcase your videos to more people.
This religious-themed newsletter from Passion City Church spreads the news about the latest videos that they’ve published on YouTube.
The bright colors add a cheerful tone and make the design very engaging. The email is also there to provide reminders of the upcoming events, including speakers and gatherings.
If the reader would like to know more about any event, a CTA invites them to find out more.
This wellness newsletter is great for illustrating how lots of content can be displayed on a long email without overloading the reader.
Most of the content in this email is a simple title to entice the audience to click on the CTA.
To increase the reader’s interest in the content, it’s combined with a high-quality image.
Audience engagement is easily achieved. Not only are there CTA buttons to direct the reader to a blog post, but there are also clear social media links at the bottom of the email.
This newsletter is about offering useful content to female travelers. It includes recommendations for travel books, news, and product suggestions.
The content is diverse and also brilliantly written to provide easy reading for the audience.
The different content subjects have images and a clear CTA, which help to distinguish different parts of the content from others.
There’s also a lovely send-off at the bottom of the email. This adds some personalization to the email and makes it feel as if the sender is personally delivering the content to the reader.
This email brilliantly uses design and content to offer expert advice to the audience. It starts with a roundup of the design blog posts.
The simple design with a small amount of text is alluring, so readers will want to click on the CTAs to find out more.
The CTAs themselves are also effective — they’re short and direct, making the audience want to click on them.
The final CTA presents a challenge for the reader to communicate with the writers.
One of the best elements of this email is its use of rich media. There are great animated GIFs and videos mixed in with the text.
This email uses a lot of images that evoke emotions and offer a way to set the user’s expectations.
The one, clear CTA to register for the webinar is perfectly visible. It sits right in the middle of the page and is very hard to miss.
The CTA is repeated at the bottom of the email.
To help convince audiences to take action, the email also provides a special offer. This is done in such a way that it offers value and creates some urgency.
The bold text also adds enough information to give the reader what they need within seconds.
Welcome newsletters have some of the highest open rates. Marvel shows how this kind of email can be very engaging for new subscribers as well.
This welcome newsletter from Marvel has great illustrations that are beautifully rendered.
The minimalist design allows the reader to focus on the specific content that they need.
The clean design is also perfect for quick loading within any email inbox and helps create a great first impression for Marvel.
Email is one of the top ways that you can engage and sell to your audience. However, it isn’t as simple as just sending an email.
You need to build a strong template and design to get the most out of your email content. Use the examples above to help you build your next newsletter.
And why not try our Free plan today to see how you can improve your email marketing ROI.
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