Every day across the world, people are apprehensive about clicking on the icon for their email inbox. What will they discover today? How many dozens of messages have they received in the past few hours? When faced with this abundant quantity of messages, some will quickly decide to leave, whilst others will take the time to clean out their inbox, keeping only the messages that they want to read.
Faced with this kind of situation, companies that engage in email marketing need to develop strategies to grab people's attention and convince them to click on the email. There is no magic recipe for good results. You have to test, study and analyze your target audience and adjust over time.
Several elements come into play. First, there is the famously important first impression. The first email will probably have a rather high opening rate, due to the surprise and novelty effect. If the reader likes this email, they are more likely to open the following messages they receive.
Here are a few aspects that can have an impact on the opening rate and success of a newsletter:
- The content;
- The title;
- The colours and textures;
- The way the elements are arranged;
- A/B testing;
- The efficiency.
The goal is to let people know that they will be getting interesting information from this email, without taking up too much of their time. It's not always easy to know how to start when you launch an email marketing strategy. That being said, one of the best tips for creating a good newsletter is to take inspiration from what is done elsewhere.
Here are 8 examples of good newsletters
The newsletters in this list come from a wide variety of fields, including home decor, web marketing and communication. There is something for all tastes and all target audiences. What they have in common is that they are very effective and that they all contain elements from which you can gain fresh ideas.
1) Nextdraft
This newsletter appears in most lists compiling the best newsletters, yet, it is very simple and at first glance, presents nothing extraordinary! So what is the reason behind this success? In actuality, the fact that it is so streamlined is such a relief in this world where we are bombarded with images and colours!
Written by author Dave Pell, this newsletter presents a summary of the day's news that caught his attention. The author is a really funny guy, which is especially obvious with the way he plays with titles, and he adds small personalized touches that give out the impression that a friend is sharing interesting links.
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2) Vox sentences
Vox is an American media company whose audience is largely made up of busy young professionals, hence the idea of creating a newsletter that summarizes the news in one sentence. What a great way to keep up with what's happening without having to spend hours reading newspapers! Of course, if people want to deepen their understanding, they just have to click on the link to access the full article.
3) Content Marketing Institute
As the name implies, the Content Marketing Institute aims to teach content marketing to a wide audience. This audience is mainly composed of companies looking to optimize their presence on the web and their branding. Every day, the CMI sends useful tips, documents and special offers to its subscribers. The former can also determine whether they prefer to receive a daily message or a weekly newsletter. In addition, the messages sent by CMI are short and deeply anchored in the CMI brand, with the constant use of different shades of orange.
4) Digital Doughnut
Digital Donut is a marketing network focused primarily on a blog and a knowledge sharing concept. They also take part in several events around the world.
In addition to being very aesthetically-pleasing, Digital Donut's newsletter includes the best articles published on the site, presenting the content in a clear and enjoyable way.
5) Getty
The famous Getty images agency sends a useful and informative newsletter to its subscribers. Of course, by having access to more than 80 million images and illustrations, the creators have what it takes to mount a very beautiful newsletter. Their primary goal is to convince people to buy images and to do so, they often play with emotions.
6) Houzz
Houzz is a huge platform dedicated to home renovations and decor. In addition to being practical, the site is also very attractive, focusing on high-quality photos.
The same goes for the newsletter sent by the company to its subscribers. The creators of this newsletter know how to please their readership, sharing useful articles and other forms of visually appealing content.
7) Marketing dive
Marketing Dive is a web-based media that addresses news in the marketing industry. The target audience is mainly experts working in this field, people who are in a hurry and who appreciate having the major titles delivered in their mailbox. In addition, when we subscribe to the Marketing Dive newsletter, we can choose between 5 newsletters, depending on what we want to receive in terms of information.
8) Culinary Backstreets
Culinary Backstreets is a company that organizes food tours in several major cities around the world (Istanbul, Tokyo, Lisbon, Mexico, etc.). The company was founded in Istanbul by two foodies convinced that this is one of the best ways to discover the culture and history of a place. The email they send to their subscribers presents fascinating articles that tell stories about gastronomy and culture. They also often share contests and promotions related to their tours, but do so subtly.
Other interesting newsletters about web marketing
Here are a few other examples of newsletters about web marketing that are worth looking to for inspiration: Social Media Examiner, Copyblogger, Saas weekly
Have fun reading!
