Six Essential Elements Every Email Newsletter Should Have

Follow the structure of this expert newsletter to get more clicks and opens.

Despite the rise of social media and instant messaging, email newsletters are still one of the most effective digital marketing methods. Email newsletters help you build brand awareness, establish your brand as a trusted source of information, and provide opportunities to promote products or events.

There are 3.9 billion email users worldwide, more than the number of Facebook and Twitter users. Due to its low cost and wide reach, email marketing ROI is the highest among marketing channels. The average return on investment for every $ 1 cost is 36.

To enjoy the benefits of email marketing, you need to follow a newsletter framework that encourages readers to open your email, engage with your content, and click through to your site.

This article will teach you how to create a newsletter using six essential email newsletter elements. Read on to know more.

Create an email newsletter

Why build your newsletter?

If you’ve ever received an email newsletter that consists entirely of a single block of text, you’d probably stop by now. Let’s face it – email newsletters that look like they’ve been blown away aren’t very attractive. In fact, most of your customers will not read your entire newsletter and will instead look for something that will catch their eye.

According to the Nielsen Norman Group, many readers use content by scanning in a pattern similar to the letter “F”. They first look for something interesting, then continue the rest of the content if they see if it is interesting enough.

Example of reading F-shaped pattern

The newsletter above adjusts the reader’s tendency to scan the content for something interesting. Now, compare the newsletter above with one from Devex below:

Newsletter example from Newswire

The newsletter in this example does not read like a newsletter. It feels like reading a very detailed blog. It may be good if you have enough time to read the whole thing, but not if you want to know the essence of the content now and read more about it later.

Implementing a newsletter structure should make your readers responsible for the way they use the content. This increases email openness and click-through rates and leads to more traffic to your website. This makes your email newsletter more professional and organized.

Six elements of a great email newsletter

An important part of building your email newsletter is deciding which components you should include. While it’s tempting to crawl a lot of content in an email, it doesn’t offer a very good reader experience, especially if you consider that up to 77% of your customers can read their emails on a mobile device.

For more effective emails, it’s best to use a newsletter structure that uses the six basic elements of a newsletter:

A clickable subject line

The subject line of your email is the first thing anyone reads. This is your first post.

So, what makes a good email subject line?

Well, it’s a combination of being relevant, concise and unique. While there is no one-size-fits-all solution, the key is to make your target audience aware. Make sure the subject lines are about them and not yours.

When you can mention your brand name or products, you should be careful not to use it. That “look is clear Us”Statement within the subject. Instead, use the tone you use to communicate with people in person, in conversation.

Here are some good examples:

Examples of exciting subject lines using personalization

The idea is to personalize your subject lines, make sure they’re relevant, and link to the overall email. Also, try to keep the tone of your subject line neutral so that you do not hear too much spammy.

Once the subject line of the email has caught the reader’s attention, the text that appears next, also known as the email preheader, gives a better idea of ​​what’s inside them and dramatically improves the opening rate. AWeber offers an easy way to add different preheaders to email newsletters, including personalized preheaders, FOMO, or CTA.

Example of an email preheader
Pre-header in an email inbox

Fantastic email marketing content is only useful when your customers open your email. Learning how to write better subject lines and headers will dramatically increase your click-through rate and improve your conversion rate.

Attractive image

Many marketers underestimate the role of images and other types of visual content. Images support the initial emphasis of your messaging and help users better understand your content. In addition, the images grab the attention of your readers and motivate them to action. Check out the email newsletter from Tasty below:

The newsletter from Delicious is showing an eye-catching image

I can’t imagine an email about a recipe that doesn’t include an image of the dish, and neither can your customers. Even if your content doesn’t promote products that rely heavily on images to sell themselves, adding images to your email newsletter will make your customers curious, give them an idea of ​​what they’re going to read, and persuade them to click on the link.

Clear, concise title

The primary purpose of headlines in email newsletters is to structure your content. They indicate where one part of the content begins and the other ends. Also, a clear title is just as important as body text to arouse the curiosity of your customers.

Many email newsletters remove body text and instead send only content titles.

This method is common in mobile-friendly newsletters where space is at a premium:

Spruce Daily newsletter with clear, concise headlines

In addition to giving your readers an idea of ​​your recent content, clear titles help them easily find your content in their inbox. For example, if you’re looking for an email newsletter above because it contains a link to an article about folding sheets, searching for “How to fold a sheets” will give you the following results:

An example of how a clear title makes it easy to search in your inbox

By adding a clear headline to your email newsletter, you don’t just create curiosity for your subscribers. You’re giving them something to remember, so it’s easy for them to find your content in a bunch of email newsletters.

Description of interesting content

The most respected email newsletter nowadays no longer sends out full articles. Instead, they send titles and links to your website content. While a great title is often enough to get the reader to click through to your site, a matching content description reinforces the title and persuades the reader to go ahead and click on the link.

Examples of content descriptions in a newsletter

Depending on your target audience, content descriptions in your email newsletters can range from just a few words to an entire paragraph. You can also summarize the article, annoy the reader with a factoid that stands out, or provide some context to the article.

CTAs involved

A call to action (CTA) is a button with a short, actionable phrase. Although CTAs usually appear at the end of marketing emails, a newsletter promotes it depending on the number of multiple products or content. With CTAs, you encourage readers to take any action that leads to a conversion agreement, be it a subscription or an affiliate marketing transaction.

To get the most out of your CTAs, make them easy for readers to identify You can use a button to make the call-to-action stand out and make it more accessible for users to get there. The following example from edX uses brightly colored CTA buttons against a plain background:

The newsletter from edX shows two compelling CTAs

An effective CTA also includes a mandatory copy that tells users what they need to do. CTAs use “exploration courses” and “keep reading” in the example above. Keeping the copy concise and straightforward, edX tells the user what to do when setting clear expectations: Readers can browse online courses and read more about MBA courses, respectively.

While your email newsletter is a place to share curated content with your subscribers, you probably update your social media more often. You need to reach your audience through the channels they usually use. Adding links to your social media accounts in the footer of your email newsletter will allow your customers to view and follow your accounts:

An example of a social media link in an email

You may be wondering if clicking on the buttons will affect email read time, which is an important email marketing metric that you can use to measure customer engagement. Fortunately, this action will open your brand’s social media account in a new browser tab, ensuring readers can quickly return to your email newsletter.

Unwrapping the wrapper

Email newsletters have come a long way since the blockbuster, unfriendly News Digest of the 1990s. Today’s newsletters try to transfer user behavior preferences, especially to mobile devices. By adding structure to your email newsletter, you improve its readability, make it accessible regardless of screen size, and increase click-through to your site.

We’ve covered six common components of a high-conversion email newsletter: topic lines, images, headlines, content descriptions, CTAs, and social media links. Together, these elements contribute to a positive user experience and ensure that your readers stay on your customer list.

So what are you waiting for, send your first email newsletter today. Need help getting started, don’t worry, AWeber has a variety of email newsletter templates to help.

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