Successful email marketing is not always easy – you have to consider many different aspects at once. Simply think of the important element “newsletter content”. In days of a permanent information overload, it is no longer sufficient to constantly create newsletters and send the same content to all your subscribers. Newsletter content must become smarter so it actually gets even more relevant to your readers. Well written content is of course a prerequisite, but the process of developing smart content goes much further.

Phase 1: Determine your email marketing strategy

It’s almost impossible to create a common email marketing or content strategy for all businesses the same. Every marketing manager has to think for his or her business about the most important parameters, because the individuality of the companies create different conditions. The structure of the teams, existing resources and different target groups are only a few examples of many differences.

Without a strategic approach, your content is unlikely to achieve the desired efficiency. The commitment you need to implement a successful email marketing strategy should be understood as an investment for the future – you will set a clear path to the goals of your activities. Think about what’s possible within the capacity of your team and which measures you can set in the context of newsletter marketing. Do not forget about a clear definition of your target group. Which people read your newsletters and what do they expect form your content?

Phase 2: Find newsletter content & create a plan

You now know who your readers are and which goal you are pursuing with your regular newsletters. In the next step, think about the corresponding content that interests your target group. What problem does your receiver associate and how can you solve it with your product or service? Ask your customers directly or use the knowledge within your company – for example from your support team, the sales representative or a product manager. In addition, a fundamental keyword research can be useful to get to know your target audience even better.

Storytelling is as a wide spread buzzword and it may sound “old” in the mind of some marketing managers. Still, it works. Look for stories that you can tell to your readers. Keep your eyes and ears open what’s going on in your industry and do not miss any trend. For example, use news magazines or industry-specific blogs and journals. Current studies or statistics can also be good idea suppliers. You have a topic? Then build a story around it. Do not just offer your newsletter readers classic text elements, but also work with checklists, infographics or whitepapers.

Phase 3: Create the newsletter content successfully

Successful content not only provides a significant problem solving or another benefit – it is also well written. Many parameters make up a good text. Here are some tips on how to create your newsletter content even more reader-friendly:

  • Sound and rhythm are important for written texts
    Of course, your newsletter content is read by the recipients, but the tonality of your texts should not be neglected. Read texts seem to be heard in your thoughts and this affects the perception of your content.
  • Short sentences with variety
    Vary in the structure of your texts and not only work with a sequence of main clauses, but regularly use different variants of subordinate clauses. However, make sure that your sentences are not too long and complicated.
  • Meaningful use of adjectives
    Adjectives support emotions and the visual language of your content – perfect for telling stories. But do not overdo your job. Use only meaningful words and note their informational content in relation to your newsletter topics.
  • Final control with the 4-eyes-principle
    Let your texts proofread by your colleagues – four eyes are known to see more than two. This way it is easy to avoid stumbling blocks like grammar or spelling mistakes. Furthermore, it also helps to read the text aloud.

Phase 4: Implement the content in your newsletter

Let your email marketing system support you in implementing your newsletter content. Work with a flexible newsletter template that promotes a perfect presentation of the newsletter structure as well as your created content. Short sections with the most important information, including a highlighting of the most interesting passages in your newsletter, support the readability for your recipients.

Do not forget about the goal of your newsletter, which was set in phase one, and use call-to-action buttons to achieve that goal. Colored emphasis will guide your readers’ attention to the right direction. In principle, all personalization and individualization elements also help you to stand out from other newsletters in the mailbox of your recipients.

Phase 5: Use content analysis as an opportunity

Successful newsletter content creation does not end after sending your mailings – because without analyzing your newsletters, you really do not know whether the content was successful or not. Use the various possibilities of the statistic tool to gain an overview of the success from your newsletter content. You will get to know your strengths or weaknesses and will be able to use this knowledge for further optimizations.

Best of all: A fundamental analysis of past newsletters will inspire you to generate ideas for your future newsletter topics. Successful content can be reused or adapted in a similar context. For example, supplement existing newsletter content by creating checklists, whitepaper, videos or infographics and insert them into your current email campaigns.

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