How to Start a Newsletter from Scratch: Build Community Guide

Setting Up and Optimizing Email Newsletters

• An email newsletter is a marketing tool used to send content like blog posts, sales, or deal opportunities to customers or prospects via email.

• There are different types of newsletters, including editorial content newsletters aimed to share blog posts and articles, article newsletters like The Hustle, and newsletters focused on gaining conversions or deals.

• Key elements for optimizing email newsletters include attention-grabbing subject lines and engaging body text with high-priority content at the top to encourage click-through rates.

• Subject lines are crucial as they are the first thing people see in their crowded inbox, and the body text needs to deliver on the promise of the subject line to keep readers engaged and encourage clickability.

Setting Up and Optimizing Email Newsletters

Setting Up a Newsletter Using HubSpot CMS

• To set up a newsletter using the HubSpot CMS, access email by going to the marketing section and then selecting email.

• Choose the type of email, such as regular or automation, depending on your requirements. Regular emails are suitable for most cases, while automation is more advanced and used for triggered, segmented, or rule-based emails.

• HubSpot offers a variety of templates which can be customized or downloaded from the marketplace, providing flexibility and convenience for users.

• The newsletter template in HubSpot CMS is a drag-and-drop format, allowing customization of content and design according to specific preferences.

• Important considerations when creating the newsletter include adding alt text for images to ensure accessibility for visually impaired users, and incorporating personalized elements using HubSpot's features.

• Content for the newsletter can include promotional offers, conversion opportunities, and personalized messages, enabling effective communication with the audience.

Setting Up a Newsletter Using HubSpot CMS

The Importance of Personalization and Optimization in Email Marketing

• Personalization is a crucial aspect of email marketing as it adds a human touch to the communication. When emails feel personalized, it removes the sense of impersonality often associated with mass marketing.

• Mobile optimization is essential for email marketing as a growing number of people are accessing emails on mobile devices. Ensuring that the email content is optimized for mobile viewing is key to engaging with a wider audience.

• The subject line and preview text play a significant role in capturing the recipient's attention. A brief and enticing subject line, along with an optional but recommended preview text, can enhance the email's appeal.

• Including an unsubscribe button is not only a legal requirement but also impacts the sender's IP and email delivery score. Making it visible and accessible is critical for compliance and customer satisfaction.

• HTML email customization is important for accessibility, especially for individuals using screen readers. It enables a better reading experience by reducing clutter and ensuring compatibility with different platforms and preferences.

The Importance of Personalization and Optimization in Email Marketing

Key Points on Email Newsletter Cadence and Optimization

• The right cadence for an email newsletter depends on the persona and the goals of the email. For editorial publications aiming for high traffic, a daily email may be important, but providing the option for a weekly email is advisable to avoid overwhelming subscribers.

• On the other hand, for emails focusing on coupons or deals, a biweekly or tri-weekly cadence may be sufficient. Market research and A/B testing are crucial in determining the most effective cadence for your industry.

• Optimizing emails involves eye-catching imagery, good text-to-image ratio, and a clear call to action (CTA). Including an unsubscribe link is not only necessary to maintain engagement rates but also a legal requirement to avoid potential trouble.

• Preview text, subject lines, and email content should be optimized to align with the helpful and how-to nature of the content being sent. This can help in capturing the interest of the subscribers and improving open rates and engagement.

• Tracking email performance metrics such as open rate, click rate, click-through rate, and additional metrics is essential for understanding the impact of your email campaigns. However, external factors like Apple's iOS privacy protection can affect these metrics.

• Despite best efforts, some subscribers may mark emails as spam. While this is inevitable, minimizing such instances is crucial for maintaining a positive sender reputation and email deliverability.

Key Points on Email Newsletter Cadence and Optimization

Analyzing Email Unsubscribe Metrics

• Unsubscribes are often a result of people getting frustrated with the email content and going on an unsubscribe binge.

• The unsubscribe rate is an important metric to monitor, with a rate of more than 1 or 2% warranting a closer look at the content and organization of the emails.

• Understanding the engagement levels of subscribers, such as how many people read the email thoroughly, skimmed through it, or simply glanced at it, provides valuable insights into the effectiveness of the email campaigns.

• Interpreting the top clicked links in the email can help determine the popular content and how the email should be organized.

• Email engagement rates tend to decline over time as inboxes fill up, making it crucial to analyze the engagement trends.

• The type of email platform being used by subscribers, such as Yahoo Mail, also provides interesting data for analysis and decision-making.

Analyzing Email Unsubscribe Metrics

Conclusion:

Embarking on the journey of creating a newsletter from scratch is a significant step toward building an active and engaged community. By implementing the strategies and best practices outlined in this guide, you can establish a successful newsletter that fosters meaningful connections with your audience.