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Do you want beauty newsletter writing that resonate well with your customers? A snappy headline, a precise writing style, and animating call-to-actions are already half the battle to capture the attention of your subscribers. With our tips, you’ll learn how to write email copy that will be read enthusiastically!
Beauty Newsletters: Strategy Is The Be-All And End-All
Just write away and let your creativity run wild. Kudos for your enthusiasm! Nevertheless, you should first shift down a gear if you want to write convincing newsletters. A well-thought-out content strategy and a coherent text structure are always behind eagerly reading emails.
Rule number 1 for compelling emails: Focus consistently on your target groups and orient yourself to their needs. Your newsletter must create added value for your subscribers. After all, we are bombarded with a flood of emails in our daily lives, and content that is useless ends up in the trash without mercy.
Also, remember that your newsletters are there to fulfill a business goal. Whether you want to expand your reach or motivate your readers to interact more through dialogue: Be aware of your dreams before writing a newsletter.
Lastly, it would help if you created a differentiator for your beauty brand with your online communication so that your emails reflect your brand identity. How exactly can you do all this? With our five steps, you’ll soon be writing newsletters that are fun to read.
Step 1: Who Are You Writing For?
The essential requirement for a compelling newsletter is a language style appropriate for the target audience. Newsletters aimed at a young audience should be written differently than those aimed at a more professional readership. Make sure you speak the language of your target audience before you start writing.
At least as necessary, make sure your salutation is personalized. It is now standard for most industries to greet the recipient individually by name. You can use the information you’ve collected from your customers to provide the necessary information (gender, first and last name).
How formal your greeting is should depend on your usual communication style (website, social media). As a rule, email marketing is a bit more relaxed, as the focus is on building long-term customer loyalty. As a beauty expert, you can show yourself as approachable, which makes you more likable and increases the potential for identification with your brand.
Once you know who you want to write your newsletters for, you should start thinking about frequency and content type. If you’re a cosmetics startup writing for a modern audience, regular newsletters are a must to keep your finger on the pulse in the fast-paced beauty industry. Some skincare brands send out a new weekly email highlighting discount promotions or introducing newly arrived products. As a small beauty salon, depending on your business goals, it may only be enough to write a beauty newsletter once a month is highlighting special offers or promotions.
In addition to continuity, quality is the most crucial aspect of your content. When in doubt, send top content less frequently than bombard your readers with immature emails several times a week. Otherwise, there’s a high risk that your beauty newsletter will be annoying, and your customers will unsubscribe again.
Step 2: Build User-Friendly Emails
Now it’s finally time to get practical! When formulating your emails, keep in mind that people read differently online. They often skim through your emails, looking for an exciting passage.
Therefore, the structure of your texts is all about usability. Subscribers are likelier to read than bulky text full of technical jargon if you write a newsletter that puts your core message into understandable and entertaining words.
As with all professional advertising texts, the recipe for success for gripping emails is based on crisp headlines, creative sublines, teasers that arouse curiosity, and informative copy texts ideally linked to a call-to-action. For the proper structure, you can follow the AIDA formula, which is used in online marketing:
- Attention: Grab your reader’s attention, for example, with an appealing image or an intriguing subject line.
- Interest: Arouse the interest to learn more and read the entire newsletter. You can do this with a clever headline and a gripping introductory sentence.
- Desire: Make your prospects want to browse your website for more information or buy your product. This can be achieved, for example, by a newsletter that provides an intelligent solution to your customers’ existing problems.
- Action: Encourage your readers to take action by including a call to action in your email.
Remember that while a newsletter follows the same basic structure as good copywriting, its distinctive feature is its brevity.
Make your content as concise as possible and eliminate unnecessary filler words that drag out the text. Short sentences, sensibly placed paragraphs, and critical statements marked in bold make it easier to read and skim for relevant content.
Step 3: Convey A Key Message
It would help if you wrote a newsletter to provide quality information to your readers in an entertaining way. Think carefully about the message you want your subscribers to get from the text.
Your core message should be easy to understand and catch the eye. The headline plays a key role here.
The headline has to convey to the reader what your newsletter is about shortly and crisply. If the headline is convincing, your customers will most likely take the time to read the entire email. Tapeworm headlines that stretch over several lines are taboo. Limit yourself to the essentials and make the headline stand out using font size and boldface.
What can a successful headline for a beauty newsletter look like? If you have discount promotions, giveaways, and contests to announce, that belongs in the headline. There’s hardly a better teaser out there! After all, most people are curious by nature and want to know where to save a little or what to do to snag an attractive prize.
When it comes to wording, though, you have to be careful. Spam-suspicious words like “free,” “gratis,” and similar can quickly lead to a spam filter taking effect and your elaborately created newsletter ending up in the spam folder.
It would help if you also avoid words that consist exclusively of capital letters and several special characters in a row for the same reason. Only lure with a few adjectives, but limit yourself to the most relevant aspect for your customers.
The central core message, including all vital information about your main topic, belongs “above the fold.” This means it is placed in the upper part of the email, which the user can see without scrolling.
Nevertheless, you should pay attention to the lower part. There you can offer readers who have a little more time to read further and, for example, refer them to a related blog post.
Step 4: Select The Image Material
When writing a newsletter, you should think about an attractive layout. High-quality images and an appealing design directly impact how your subscribers perceive your beauty newsletter. If you’re smart about it, the visuals can add interest to the rest of the content and help get your emails to read.
Since many people open their newsletters on a mobile device, it makes sense to adapt the design primarily to smartphones & co. (responsive design). To ensure your images are displayed, you should stick to a maximum width of 600 pixels due to email client limitations.
The file size also counts; after all, your newsletter should not fail due to the size limitations of email clients. 100 kB per image is a good guideline, but it should be at most 1 MB. There are many sites on the Internet where you can reduce the size of your images for free without any noticeable loss of quality.
Good To Know
Many email clients block images automatically. If your newsletter relies solely on visuals, this can quickly backfire, and in the worst case, the recipient would open a blank email.
With an alternative descriptive text, you can still convey the desired message. It will usually be displayed even if the image does not load.
Step 5: Write Interactive Beauty Newsletters
Interactive newsletters are a must if you want to entertain your readers and convert them into loyal buyers. Finally, kick it up a notch and get your subscribers interested.
Remember to end your newsletter with a call to action and engage your readers, so they are eager to learn more. Visually appealing call-to-actions in an attractive button format are successful because users can click on them immediately and be taken to your website or online store in seconds.
Another advantage of interactively designed emails: the more lively you write your newsletters, the more feedback you receive from your readers. This is valuable in terms of your engagement rate and gives you additional insight into your customers’ needs.
In the future, you can use customer feedback to your advantage when creating new content and incorporate it into product development.
You’ve written a well-structured newsletter, including a personal salutation, an exciting main section, and a concluding call to action. But when should you send it?
To identify your optimal posting window (the time your subscribers are most likely to interact with you), it’s helpful to take a close look at your user data. Take note of what time of day your audience is online most often and when you receive the most comments. This way, your emails will always reach your readers at precisely the right time.
Do you want professional copywriters to write your beauty newsletter? We’ll do it for you and help you improve the click-through rate of your emails.