How to create great newsletters?
Newsletters are an excellent method of keeping in touch with clients and providing them with important information. However, they are effective only when well-prepared. What is the secret of an effective newsletter?
They can be used for ongoing client communication and as part of periodical promotional campaigns. Well-written newsletters will help you stay in touch with regular clients, as well as renew contact with those who have stopped visiting your salon. They are also one of the marketing activities – namely for informing the readers about promotions, new services and unique offers. However, to bring the expected results, it must be properly prepared. How would you define a great newsletter? We have prepared a few handy tips for writing the perfect one.
- The first thing you need if you want to send your clients newsletters are their contact details. Email address and a phone number – if you intend to send text messages. You can send the newsletter to all or a select group of clients by filtering your customer list in the Versum salon management system.
- A catchy subject of an email is the first step to the success of your newsletter. Depending on the email’s subject, the recipient will either open the message or delete it without reading. The subject should evoke curiosity and encourage the recipient to read the entire content. A frequent and absolutely unacceptable error committed at this stage is overusing capital letters. It is enough to use them at the start of a sentence – your clients might not like if you decide to “shout” at them 🙂
- The preheader is the first sentence of the newsletter, which is also displayed in the inbox – right after the subject. A good idea is to use the preheader to complement the subject or function as a type of “hook” – an introduction to the content of the newsletter, which will additionally encourage the recipient to open the mailing.
Important!The preheader cannot be visible in the email content after it is opened. The same colour should be used for the preheader’s text as for the background, so that it is displayed only in the list of received messages, after the email’s subject.
- The content should be concise and accessible, as this will make it more likely for the recipient to read it in its entirety. It has to be interesting, but if the aim is to get the client to click the link, it should not reveal all the information immediately. Also, make sure that the tone is matched to the target audience and is consistent with the tone of the communication method you use in other channels on a daily basis.
Important!At the very end of the newsletter you must add information on the ability to unsubscribe from the list of newsletter recipients – this is a legal requirement. You do not need to worry about having to add this text if you create your newsletters using the Versum system, as this information is added by default.
- The layout of your email should be organised and transparent, so that the recipient pays attention to the most important elements first. The optimal width of a newsletter for laptops is about 600px – of course, you can decide on a larger width; however, these parameters will make sure that everything is displayed correctly.
- CTA button (call-to-action) – is a button placed in the mailing which directs the recipient to the required area, such as a blog, online booking page, etc. The CTA button should be readily visible and distinguishable from the text and background (vivid colours, characteristic shape). The newsletter should make it clear what will happen when the recipient clicks the CTA button.
- Photos (and attachments) – if you include them in your newsletter, consider the following two key aspects:
- First of all, the “size” of the files. The size of the email (it should not exceed 50 – 70 kB) may cause the security filters to mark it as SPAM, so your message may never reach the desired recipients. Moreover, large files take a long time to load, and you do not want your clients to read and close the message before the image fully loads.
- Second, you must take into account what can happen if the image does not display for some reason. A good solution is to use the alt attribute, which embeds images in such a way that, if necessary, the appropriate text appears in their place (e.g. “a photo of hybrid manicure”).
- Recipients – send newsletters only to those persons who may actually be interested in that particular item of information. If you send someone an email about a topic which they consider uninteresting, you run the risk of them unsubscribing from your distribution list – because they will not want to receive any more worthless messages.
Important! Keep in mind that the recipients of your messages must first provide their consent to accept messages. What consents are required for the newsletter? First of all, the consent to receive commercial and marketing mailings.
- When should I send my newsletters? The timing and frequency of newsletters depend primarily on what you can offer your clients. If you organise numerous promotions, you can afford to send newsletters more frequently – even 2-3 times a month. Although the aim of the newsletters is primarily to keep in touch with your clients, it would be misguided to overwhelm them with an avalanche of news – as they will simply decide to unsubscribe.
First of all, remember to test and analyse the results. To refine your newsletter to perfection, it is a good idea to experiment with the content, layout, and sending dates (day/hour) and observe the results. The indicators will be, for example, the click rate for the CTA button (or images, if they were linked) or the number of subscriptions against the number of website visits, but also the number of unsubscribed persons from the mailing list. The latter is usually the first indication of the effectiveness of a newsletter. If many people unsubscribe shortly after a newsletter is sent, it may be worth considering whether you are selecting your target audience correctly, formulating your content properly, or possibly going overboard with the number of messages.
It will also pay to ask your clients from time to time what they think about the messages you send them.
The Versum salon management system boasts a comprehensive creator – a convenient tool for sending client mailings. With the Versum creator, you can carefully design every detail of your newsletter, as well as easily define your target group – so that your email always reaches exactly the people it should.
You can also use external tools (sometimes free of charge), but in this case you will need to create a separate client database or copy the client database stored in Versum.
A well thought-out and carefully prepared newsletter is an effective marketing tool and an excellent channel for communicating with your clients. Contrary to appearances, newsletter preparation is not that difficult – and it becomes even easier when you take advantage of appropriate tools. Would you like to find out how the Versum system can help you? Visit www.versum.com and start using it for free.