Define your email newsletter objectives

Before setting out to create a newsletter, you should define your objectives. Successful newsletters are goal-oriented, audience-specific, and support a larger marketing strategy.

For this reason, the first step to creating a newsletter is planning. Ask yourself these questions:

Who is my target audience and what are their needs?What are the goals of my newsletter? (Generate web traffic, increase sales, build better customer relationships, create a loyal following for your content, etc.)What type of content am I sending my subscribers? (Exclusive offers, new blog articles, promotional content, company updates, etc.)How frequently will I send my newsletters? What do my subscribers get from my newsletters? What is my value proposition?

Decide how your newsletter will add value

One of your top priorities in creating a newsletter should be providing real value to your subscribers. If your campaigns offer nothing but promotional content, your open rates and click-through rates will suffer.

You can add value to your newsletters by:

Providing personalized offers and discounts via email automationSignaling to helpful content on your website (new blog posts, how-to guides, etc.)Linking to gated content (ebooks, training materials, tools or templates, etc.)

At the same time, sending at regular intervals and honing your brand’s image, voice, and tone helps your newsletters come across as reliable and trustworthy. In turn, this gets your subscribers in the habit of receiving genuinely valuable content from your business.