How to write compelling email newsletters

Once your recipient has opened their email, the contents is a key factor in whether they’ll ever do so again.

Here are our tips for keeping your subscribers engaged.


Address the reader

Always use the second person (you, your and yours) to relate your contents to your reader, and why it’s important to them.

You can refer to your business in the email (we and our), but always keep the focus of the content on the customer, not your business. This means that you’ll highlight benefits to the customer, rather than features of your business.

Too much email marketing focuses on features (e.g. discounts, offers and specials) without focusing on the benefits of what the customer will get e.g. a nice treat for the whole family, quality time together with a loved one, a friendly atmosphere or the rare opportunity to unwind and relax.


Be brief

Trying to add too much into an email is the most common mistake that email marketers make. A big chunk of text is guaranteed to have readers clicking delete or even unsubscribing from your missives. 

People skim read emails, and will only take in important points before deciding whether to take action from them.

Instead of having them read through everything, offer compelling summaries and snippets. Add links for more information on your website, blog or Facebook Page so that people can click for more information if they want it.

The most important thing to think about is, what are you trying to achieve through your email?

If you focus on communicating that key message, i.e. book, reserve, come along, don’t miss etc, the writing of the email itself will become much easier, and more importantly, focus readers on your call to action.


Be likeable

It should go without saying, but pubs are where people come to socialise and have fun, so you need to try and make sure that this comes across in what you write. 

Most recipients will have had their fill of functional work-related emails every day, so if yours reads like it was written by a friendly human it will help it stand out from the majority of business-language dross that clutters up their inboxes.


Text-only version

Quite a few people prefer to receive emails in text only version, but that doesn’t mean the content has less impact. In fact, without the fancy graphics, the content of your email is boils down to the bare content essentials (subject line, body copy and call to action), so make sure those elements work in text only format before you start adding these elements into your HTML template.