E-newsletters are a great way to maintain a relationship with your clients after they have already come and gone from your business. If your business is one that your clients don’t necessarily need to frequent regularly – like doctors, printing companies, or car dealerships –  e-newsletters are a great way to remind your clients of your services and keep them updated on what’s going on with your business. And, when done correctly, it can also humanize your business. Here are four things that will help you gain your subscribers’ attention and increase your open rates for your e-newsletters:

Produce a catchy and creative subject line.

The subject line of your e-newsletter is the first thing that your subscribers see when they open their inbox. It is ultimately the deciding factor of whether or not they open that email or count it as spam. Your subject line should include an insight into what the email is about, while simultaneously grabbing the attention with the wit, creativity, or incentive within it. It may not be the email itself, but the subject line is a significant part of whether or not the content within the email even gets read at all. 

Balance the content of your e-newsletter.

Don’t be that company that sends your subscribers 100% promotional emails. When crafting your e-newsletter a good balance to stick to is 90% educational and 10% promotional content. Even adding in some personal content, like an employee’s work anniversary or retirement is a fun piece to mix in every once in a while. The important thing to remember is to always create valuable content for your e-newsletters. Your subscribers subscribe to you to be “in the know” with your business, don’t let them down with constant sales pitches. 

Include links to your website and social media

Yes, e-newsletters are to keep your clients updated on your business, but you also want them to engage with you. Including links to not only your website, but also your social media pages, can allow them an even closer look at your business and will also lead to more engagement and further loyalty. Your customers may not need you right now, but when they do, make sure they have all the information they need to find you and the services you offer. 

Test, test, and test again.

Your e-newsletter is supposed to be a less formal, and more relaxed way to get information to your past customers and current subscribers, but it’s also equally as important to come off as professional. Typos, grammar errors, and broken links are all simple mistakes but make your business look unprofessional and lackadaisical. Sending test emails to your co-workers, or other grammar-attuned friends, will help you mitigate simple mistakes and make your e-newsletter look flawless!

Don’t be afraid to get creative, a bit personal, and even witty when creating your e-newsletter. After testing and analyzing the results of a few of them, compare and contrast your findings to see what resonates best with your subscribers. After implementing these things, you’re well on your way to crafting a successful e-newsletter!