As devices shrink and the inbox evolves, there is a great old tip by MailChimp: Only send when you have something to say.
Email newsletters help empower and inform Eko users. Here are the most common types of content usually sent by email:
- Product and feature announcements
- Tips for getting the most out of existing products and features
- Regular monthly newsletters
- Industry-based newsletters (Eko for Hospitality)
- Automated series (Getting Started with Eko)
- Event invitations
- System alerts about changes to functionality or scheduled maintenance
- Internal newsletters
1) Consider all elements
Every email newsletter is made up of the following elements. Make sure they’re all in place before clicking send:
This is usually the company or team’s name. It identifies the sender in the recipient's inbox.
Keep your subject line descriptive. There's no perfect length, but some email clients display only the first words. Tell—don't sell—what's inside. Subject lines should be in title case. (Note that this is different from a headline, which you may want to include in the campaign itself.)
The top line of your campaign appears beside each subject line in the inbox. Provide the info readers need when they’re deciding if they should open.
Keep your content concise. Write with a clear purpose, and connect each paragraph to your main idea. Add images when they’re helpful.
Call to action
Make the next step clear. Whether you’re asking people to buy something, read something, share something, or respond to something, offer a clear direction to close your message so readers know what to do next.
Include an unsubscribe link, mailing address, and permission reminder in the footer of each newsletter.
2) Consider your perspective
When sending an email newsletter from Eko, use the third person “we.” When sending a newsletter as an individual, use the first person.
Use a hierarchy
Most readers will be scanning your emails or viewing them on a small screen. Put the most important information first.
Include a call to action
Make the reader's next step obvious, and close each campaign with a call to action. Link to a blog post, event registration, purchase page, or signup page. You can add a button or include a text link in the closing paragraph.
Avoid unnecessary links
More than 50 percent of emails are read on a mobile device. Limit links to the most important resources to focus your call to action and prevent errant taps on smaller screens.
Use alt text
Some email clients disable images by default. Include an alt tag to describe the information in the image for people who aren’t able to see it.
Segment your audience
It’s exciting to send to millions of users at once, but it’s doubtful that every subscriber is interested in every topic. Segment your list to find a particular audience that’s likely to react.
Once you've selected an audience, adjust the language to fit their needs. For example, users who developed custom integrations are more likely to understand and appreciate direct, technical terms.
Test your campaigns
Remember to test and preview your newsletter before sending it out.