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Create an Email Bulletin that works!

Create an email bulletin that works.

I am looking to put together an email bulletin for a membership group I am a member of and found this article that helped me with the design – I hope you find it useful.

Like all forms of marketing, an email marketing campaign usually has a single end goal: the conversion of non-buyers into buyers or in our case to get people to join up. Decisions tend not to be made all at once, but rather in a series of small steps toward a commitment. For an email marketer, the first step toward conversion is signing up for your mailing list – after that it’s the click-through. Each time a subscriber takes an action a small behavioral commitment is made to the idea that you are promoting.

Here are some ideas how to increase your sucess with email bulletins:

1. Segment your lists for maximum relevance
People just don’t have time for mailings that aren’t relevant to them. If you send them messages that they can’t use, they get impatient and either unsubscribe or click the spam button. If only part of your message is relevant, they’ll be less likely to find it if they have to wade through parts that they have no use for.

2. Use a simple template
Yes, your messages should be attractive, but they should also be clean and simple. Use a layout that lets the reader easily find what they’re looking for without the distraction of navigation links, fancy pictures and multiple panels.

3. Tantalize your readers with article previews
If your newsletter includes informative articles move those articles onto your main web site and include a teaser in the body of your message. This not only wins you the emotional benefit of the clickthrough it also makes your email easier to scan so that readers can focus on the content that matters.

4. Put your main call to action above the fold
If you’re sending a message that has a main purpose (joining up say) make sure that purpose is the most prominent thing in it – at least half of your readers will only ever look at your message in their preview pane.

5. Make the benefits of clicking obvious
If you don’t describe what the reader has to gain by clicking on your link they’re less likely to click on it – this is just plain common sense. Yet too often you’ll see email newsletters that offer up links without any clear description of what the reader has to gain by clicking them.

6. Consistently deliver on what you say
An effective email campaign builds up a relationship with the subscriber. Over time your readers should come to see you as trustworthy and someone they could do business with.

7. Set limitations to spur action
People respond to scarcity and competition so try limiting the offers you make to your subscribers. For example, you might make a special offer that is only valid for a day or two after your message goes out.

8. Add a link in a P.S.
If someone makes it all the way through your message they’re probably very interested in your work! But they may also have forgotten about an important call to action that occurred earlier in your message so repeat the call to action at the bottom along with the link.

9. Split test!
Some tactics will work better than others depending on your industry and target demographics. Fortunately, you don’t have to be a mind-reader simply write up a few different versions of your message and take a different approach to inducing action in each version and see what works best.


ActiveCampaign makes Email Marketing software package which allows you to test test multiple versions of your mailings based on the actions you want readers to take. Once it has determined which version of your message is the most effective, the software will automatically send that version to the rest of your list.

I have the link here: Active Campaign Email Marketing the cost comes in at about $20 per month for around 500 subscribers which is not outrageous for this type of thing I am no affiliate of them so check them out for yourself.

Here’s one for the UK:  http://www.dotmailer.co.uk/

If you have any other ideas put them here as a comment to the post (no affiliate links please)