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  • Writer's pictureCharlotte White



Email marketing is undeniably the biggest marketing channel in today's digital landscape. With an average return on investment of up to $40 for every $1 spent, creating an effective email newsletter is a powerful tool for business growth. That's a pretty (great) return when all you have to do is type and hit send...

In this comprehensive guide, I will walk you through the six essential copywriting steps to crafting a click-worthy newsletter that engages your audience and drives conversions.

Let's dive in!

Step 1: Providing Value and Building Connection

To create an engaging email newsletter, it's crucial to focus on more than just selling products or services. Your subscribers have willingly given you access to their inboxes because they liked enough of what you offered and have come to believe in your brand. How to repay them? Provide them with valuable content that resonates with their interests and needs! Whether it's beauty trends, lifestyle tips, or exclusive insights, offer something that keeps them coming back for more...

Step 2: Choosing the Right Frequency and Consistency

Consistency is key in all areas of your marketing and not just in your email marketing. However, finding the right balance between consistency and frequency is equally important. Determine a newsletter schedule that aligns with your business objectives and resources. Whether you opt for a weekly, bi-monthly, or monthly newsletter, commit to a frequency you can sustain in the long term. Avoid overwhelming your subscribers with too many emails, as it can lead to unsubscribes (no one wants that) and aim for a once-a-week schedule for optimal engagement.

Step 3: Creating Visually Appealing Newsletters

In today's visually-driven culture, aesthetics matter.

Make your newsletters visually appealing by leveraging tools like Flodesk to customize templates, incorporate brand colors, and showcase your unique brand culture. Ensure that your design reflects your brand's identity and message, captivating your audience from the moment they open your email.

Step 4: Balancing Sales and Value

While it's essential to capitalize on sales opportunities, striking a balance between sales-focused and value-driven content is key. If your brand frequently offers sales, make sure to provide valuable content during the non-sales periods. Sometimes, a newsletter without a call to action can be just as powerful, fostering a sense of trust and providing your subscribers with valuable insights without an 'explicit' sales pitch.

Step 5: Harnessing the Power of Open Loops

Get ready for *the big one*. This is where it gets really juicy.

Open loops are psychological triggers that keep your readers engaged throughout your newsletters. Utilise open loops in your subject lines, hooks, call to action, and PS lines to prompt action and maintain curiosity. Craft subject lines that entice readers to open your emails, hooks that keep them engaged, and compelling call-to-action statements that drive them to take the desired action.

Step 6: Crafting Short and Impactful Subject Lines and Meta Descriptions

To maximize the impact of your email subject lines and meta descriptions, keep them concise. Aim for subject lines with 30 characters or less and meta descriptions with 50 characters or less. By staying within these limits, you ensure that your core message is fully visible on both mobile and desktop devices, increasing the chances of capturing your audience's attention and driving them to open your emails!

The bottom line...

Creating a click-worthy newsletter is a valuable asset for your beauty and lifestyle business. By following these six steps, you can build a successful email marketing campaign that engages your audience, fosters connection, and drives conversions.

Remember, provide value, maintain consistency, focus on aesthetics, balance sales and value, utilize open loops, and optimize your subject lines and meta descriptions. Implement these best practices and watch your email marketing efforts thrive!

As always, if it's not going right - go left!

Char x

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