The world of email marketing is new to many nutrition professionals. Through a newsletter, you can share some much needed 1-on-1 time with your reader in their inbox. Email marketing is quickly picking up steam as one of the best and most important tools in an entrepreneur’s toolbox, but there are some unwritten rules to perfecting the newsletter. Rather than blindly crafting a newsletter and learning from your mistakes along the way, be knowledgeable about these email marketing do’s and don’t’s to have a leg up on your competition.
Do segment your list. As a nutrition professional with an online business, you may have a few different types of customers. For example, I target athletes and active individuals through my sports nutrition blog posts. But I write about email marketing for Dietitian and health entrepreneurs. Each audience responds to a different type of content, so it would not make sense to have them both on the same newsletter list. Mailchimp helps with segmentation, but you can also easily just create different lists and sign-up tactics for different types of people. (Contact me to learn more about segmentation.)
Do use pictures and minimal text. Just like in a blog post, pictures entice people to open and read your newsletter. Not every single reader on your list sees every one of your blog posts, so you might as well repurpose your blog post pictures in your email marketing. Just as important as the pretty pictures is the amount of words in a newsletter. While you want your reader to know what you’re writing about, you also want them to click out to your website. Just like an article should have a good intro to hook the reader, newsletter text should persuade people to click through.
Do make it look professional. I know this sounds like common sense, but you wouldn’t believe the amount of newsletters I’ve seen that look sloppy and amateurish. I understand that not everyone has the time or skills to create a flawlessly designed newsletter, but these are some really simple things you can do to make your newsletter look more professional.
- Edit for typos
- Use the same font throughout
- Don’t leave the template text anywhere–even in the footer
- Check the social media links to make sure they go to your page.
A newsletter helps you convert readers into buyers, who want to buy from a professional business, not a shabby one-man operation.
Do write a catchy subject line. Sending out a newsletter is just one step in your email marketing journey; you also need to entice people to OPEN your newsletter. This happens with a killer subject line that makes people want to read more. For example, look at the title of this post. Did you click through because you wanted to know what I thought were the best and worst practices for creating a newsletter? Probably. What if I had titled the article “Best and Worst Practices For Creating A Newsletter”? You probably wouldn’t have clicked through.
Here’s another example. Compare these two subjects:
- The Ooey-Gooey Chocolatey Dessert Your Holiday Table Needs
- A Recipe For Healthy Chocolate Fudge Cake
The first title creates a sense of mystery. You want to click through to find out more. The second title tells you exactly what it is, and you probably won’t be inclined to click unless you wanted a healthy chocolate cake.
Do include an offer. This may not apply to every newsletter you send, but email marketing is a great free advertising tool. Selling a nutrition workshop, cookbook or online class? Highlight these things in your newsletter and drive traffic to your sales page. The people on your list have already been to your site and liked what they saw enough to give you their email address. Now that you have their attention, offer them something!
Don’t sign people up for your list if you’ve only corresponded via email. One of my biggest pet peeves is when someone finds my email address on my website, emails me about something and then adds me to their newsletter list. Please do not do this! If someone entered their email in a survey or to download something off your website, that’s completely different. But if you have emailed with someone and they didn’t willingly give you their email through your own website, do not just add them to your list. They don’t want to be on there and it’s a waste of time because they won’t respond well to your content.
Have more questions about newsletters? Want help creating a newsletter template? Need someone to send out a monthly newsletter for you? I offer all of those services and more. Contact me today!