Biz Extra

Published: July 4, 2022 | Updated: July 5, 2022

Darren Northeast with handy tips for keeping your e-newsletters both relevant and engaging

By Andrew Diprose, editor

What makes a good e-newsletter?

With the number of emails that flood people’s inboxes, making sure your content is seen appears to require insider knowledge.

But Darren Northeast, MD of Darren Northeast PR, has some tips to keep your e-newsletters relevant and engaging.

Clickthrough not clickbait

The subject line of your email is going to be the first thing your readers see when it flashes up in their notifications, so making sure it’s as enticing as possible is essential in guaranteeing your subscribers actually open your email – and not ignore it, or worse,  immediately dump it into their trash!

Making good use of snappy phrases, cliffhangers, emojis, or eye-catching offers are all means of getting your subscribers to open your email over all the others. Once you’ve piqued their interest, you then have to keep them reading.

Keeping their attention

When it comes to reading e-newsletters, your readers aren’t going to be sitting down with a cup of tea ready to ingest information as if it were a newspaper…

With the busy nature of daily life, e-newsletters are often read on mobile phones as a quick break from a busy routine – and need to be written as such.

As obvious as it may seem, sticking to the point and keeping the text concise is something many newsletters fail to do, often waffling on about all sorts that most readers aren’t going to be interested in.

Making use of subheadings, imagery, and buttons throughout retains the attention of the reader, keeping their eyeline occupied through the email.

It’s a mobile-oriented world

With over 80 per cent of all emails being read on mobile devices, you need to ensure that your emails are mobile-friendly.

Where mobile design used to be an afterthought for most, in this ‘mobile-oriented era’ we are currently in, making sure your content is just as impressive on a phone as it is on a desktop, is an absolute must.

This means appropriately sized image blocks, checking formatting, a reasonable length, and much more to make sure the user experience is as good as possible – because if it’s even ever so slightly clunky or misaligned, it will encourage users to click off immediately.

Keep it personal with data fields and automations

Depending on what data you gather on your subscribers, there are multiple personalisations, such as addressing them by their first name in the intro, you can make so each and every subscriber feels special.

Going above and beyond simply using the “[INSERT FIRST NAME HERE]” code in your emails, email automations allows you to create even more personable experience.

With welcome emails, special offers, birthday treats and more, there are so many options for blanket content that can be automatedly tailored to each individual, and create an email experience for the reader that feels as though it’s unique for them.

Keeping with a personable tone, and making use of personalised automations, makes subscribers not only feel as though they are a valued customer, but that they can connect with your brand on a personal level.

  • At Darren Northeast PR, Digital PR is something they know like the back of their hands, and as one of the leading public relation agencies on the south coast, they have a plethora of great tools, resources and experts that can maximise all of these elements in the best way for your business. For enquiries, support, or just a simple conversation – you can be sure that DNPR can give you exactly what you need. To get in touch or find out more visit their website