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How to Create and Manage an Effective Newsletter?

Email Marketing

Important announcement for our readers, this month we start the series "Blog of the Month" or "BOM". In this series, we publish valuable thoughts and ideas shared by popular bloggers and entrepreneurs through their guest articles once a month.

So in this series, we bring the first Blog of the Month guest article by Erik Emanuelli, founder of Klinkk. He explores valuable information about Email Marketing and tips to create and manage an effective newsletter. I know you are very eager to know about this topic, therefore, I stop my introduction and handover to Erik.....   

In the dazzling moment of social media, an "old" tool like the newsletter continues to do the lion's share.

Email marketing means more visits and direct conversions.

According to McKinsey, in fact, email is still more effective than social media to gather new clients.

It allows much better results in terms of "new business" (services or products), 40 times more than Facebook and Twitter combined (from the chart, it's interesting to note how ranking well in search engines definitely beats everything else).

Email Marketing Growth Survey

Of course, creating and managing a successful mailing list is not an easy task.

There are many metrics you need to pay attention to, such as the spam score, open rate, click-through rate, conversion rate, bounce rate, complaint, and unsubscribe rate.

Therefore, you should use all the web marketing tools available in order to build a comprehensive strategy.

How to increase the number of subscribers to your newsletter?

What topics and methods of communication should you keep in mind for your email marketing strategy?

How to manage a successful mailing list?

Here are some suggestions.

1. Content and Topics

Of course, it depends on your niche, but typically you should create unique content just for your mailing list.

People who want to follow your blog or website can simply subscribe to updates via RSS Feeds.

Your aim is to make your newsletter interesting.

But how?

Basically, after getting to know your audience, you want to solve their problems or needs.
Based on this principle, here are some practical tips you can consider when choosing the next topic for your newsletter:

- the most popular blog post on your website (the article of the month, the most shared through social media, or the most commented one);

- hot topics of the forum that you follow or groups you are in. It's better to talk about relevant and current issues;

- in particular, Linkedin groups in your industry are an endless source of inspiration. Find them here;

- take advantage of your work experience as well. For example, it makes sense to identify the most frequently asked questions of your customers/readers and give them concrete answers (also with a direct reply via email or gathering the most common questions to write your next email marketing campaign);

- the most interesting comments that appeared on your website, blog, or social media page. You want to stimulate further the dialogue with your users;

- always add media, such as photos and video.

2. Catchy Titles and Clear Calls to Actions

The significance of the title is an absolute determining factor for the success of your newsletter.

The title - the object you choose - it's your first exam.

Failing that will drastically reduce the change in your newsletter will be read.

A tip? Don't promise things you can't keep. Be realistic. But most of all, be honest with your users.

After that, be sure to create a clear and simple call to action.

Buttons or links are an invitation to perform the action you want your subscribers to do.

3. Trends or News of the Moment

Again, it really depends on your market, but the news or trends of the moment, really attract the attention of subscribers.

Some examples?

FIFA World Cup, Father's Day, International Day of the Earth, Christmas, Easter, and so on so forth.

Always keep in mind the calendar of national and international events to connect them with the content of your current email marketing campaign.

Remember, you want to stimulate the interactions and dialogue!

A tip? Google Trends is a great place to find the latest trending topics and news.

4. Tools and Resources

Using the proper tools is essential for creating and managing an effective newsletter.

Did you know that, according to ReturnPath’s Email in Motion study, more than 60% of Americans and 40% of Europeans will not read or even delete emails if not designed for mobile?

So be sure to choose the right ESP. A suggestion? GetResponse gives you, among other features, a list-building tool to attract subscribers and boost your list. You want your messages to be read easily on any device, as mobile will definitely continue rising.

Also, remember to always place sharing buttons at the end of your content, so your subscribers can easily share it.

If your newsletter becomes the source of valuable information for your audience, then you hit the perfect score. This way, you have won the attention and loyalty of your users.

So be sure to constantly survey the level of satisfaction of your subscribers, and from time to time, give them some free and relevant resources, for example, ebooks, events, or new tools you discover.

5. Have Fun

The semi-serious way to produce content has always been a good strategy.

Then things like the quote of the month, a famous line, or an enlightened opinion can become a pleasant event for the readers.

Also, remember to share some funny images or videos, from time to time.

Or you can place them in a serious context to decrease the weight of your topics.

6. Reward Your Audience

Why not turn your followers into protagonists?

You can think about simple initiatives like featuring the comment of the week or month, via a tweet or placing it on top of your Facebook or LinkedIn pages.

Or else, a reward with a nice gadget becomes an effective way to market your brand or business via word of mouth.


I hope these tips are going to help you build a successful and effective newsletter.

Use them as a checklist to follow when creating your next email marketing campaign.

What do you think?

Do you have anything else to add?

Please share your views in the comments below, thanks!

Erik Emanuelli is a 
Blogger, Traveler, and Entrepreneur. Extreme sports lover. Now learning how to skydive. Founder of Klinkk and running Nopassiveincome.

Gangadhar Kulkarni

Gangadhar Kulkarni is an internet marketing expert and consultant having extensive experience in digital marketing. He is also the founder of Seogdk and Director at DigiTechMantra Solutions, a one-stop shop for all that your website needs. It provides you cost-effective and efficient content writing and digital marketing services.

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