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Let’s imagine that you’ve created an awesome lead magnet to acquire email newsletter subscribers. They are interested in your content so much they want to receive it directly on their inbox. And when they get the first newsletter and click to open it: BAM! An astonishing news email template makes them fall in love with your content.

That’s why you need a powerful newsletter template: to catch the eye of your future customers. After you acquire your precious leads, you have to keep pushing them through the funnel with attractive and relevant content. Before the content itself, the best way to turn leads into readers (and after that, valuable customers) is through a well-built email template. It’s like a invitation card to everything your company or product has to offer.

Statistics prove that email marketing is still a great channel to aquire and activate leads. Did you know that roughly 90% of customers check their emails at least one time a day on smartphones? That’s a great and timely opportunity to grab the attention of your future customers, wherever they are. More than that, 95% of people who sign up for email newsletters find this kind of content extremely useful.

Planning your newsletter strategy

Before rolling up the sleeves, you should first keep in mind that newsletters are a part of a strategy. Contrary to popular belief, an email marketing strategy isn’t about creating a email address form to acquire leads, copy and paste three or four blogpost links on a email and send it to everyone on the contact list.

1. Choose what kind of content you’ll send

First of all, pay attention to your audience’s behavior and which kind of content or category is driving more interest and visits. With analytics tools such as Google Analytics, you’ll be able to learn which one of your blog’s categories visitors are more interested on, if they prefer tips and tricks over detailed guides, or if they’re more likely to click on a content about a specific topic.

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2. Get to know your persona’s voice and tone

Striking the right tone is essential if you want to reach and connect with your audience, and hitting the wrong tone can confuse and alienate them. You can either be casual, formal or conversional depending on your subject, public and/or business. You may even find that the perfect tone for your newsletter communication is a mixture of two tones, and you may tweak it depending on the subject matter. But picking and sticking with a tone that suits your brand will help you foster strong relationships with your customers.

3. Define the frequency of your email newsletter

Given the competition for attention in inboxes, your newsletter has to appear often enough to trigger recognition and build awareness. As ever, there are no hard and fast rules here, and a lot of other factors determine frequency, too. Very frequent newsletters (more frequent than weekly) or very infrequent newsletters (less frequent than monthly) must offer exceptional value or impact. Also take into account other newsletters you may be sending them, or whether you already send them promotional emails. In other words, look at the bigger picture before settling on a frequency.

4. Inform what the subscriber will get from it

Is it weekly updates about your product or service? Notification about new features and functionalities? The most accessed blogposts on that week? Your customers should know right from the beggining what they’ll get from your newsletter. Do not forget that your newsletter should always educate and nurture your leads, but also grow interest in your product or service. Only with that, you can convert them into faithful customers.

5. Develop a kick-ass lead magnet

Keeping in mind that your newsletter is a vehicle to drive traffic and convert sales for your business focus on a kick-ass lead magnet. A great way to do that is offering to your subscribers exclusive content, or in other words, information they can’t get elsewhere. Something so attractive and awesome they feel eager to give them their contact information, such as an exclusive offer or free shipping only for new subscribers.

Now that you know  the main reasons for having a newsletter template, it’s time to start planning your own template. Remember that a newsletter is an invitation to make subscribers know more about a specific subject, not necessarily your company, product or service. So keep your "salesperson attitude” down and show them the right kind of content.

To guarantee that your email template is the best one for your audience you can always use A/B tests to ensure that you are on the right path. According to their feedback you can get a glimpse of what should or should not work for your customers. The most important thing is plan your newsletter from the beggining, so you can exceed your contact’s expectations!