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3 Dec 2014

Indie Game Marketing: Your Email Newsletter Needs to Include These Things

Yesterday, I wrote a post detailing how to convert your newsletter subscribers into customers – which may have excluded a portion of you guys. If you’re interested in using newsletters to attract new customers, then you need to follow today’s post as I’m going to tell you everything your newsletter needs to have. Follow this quick guide, and it’s nearly a guarantee that your audience will look forward to receiving your newsletters month-to-month (or bi-monthly –whatever frequency you think works best).


First: whatis the goal of your newsletter?

Sure, the goal of your newsletter is to get more people to be aware of your brand and what it’s offering, but what exactly are you hoping to achieve? Do you want your newsletter to send traffic to your indie studio’s homepage? Perhaps you want it to drive traffic to your game’s store pages such as on Steam or the App Store. Whatever the case may be, have a plan of action before you write your newsletter!


What content will you include?

The content you will include in your newsletter needs to be tailored to the overall goal of the newsletter. For example, if you want to drive traffic to your website, including links to blog posts written for your site will help you to accomplish exactly this. If you want to announce new news, include a news section in your newsletter that alerts everyone to what’s going on at your indie studio.

If you don’t have any content related to your overall marketing plan, create it before writing the newsletter.


A minimalist design is appropriate

Most of your subscribers are going to be viewing your newsletter on their mobile device. Thus, there’s no reason why you should have a flashy newsletter that looks busy and contains a bunch of objects that may or may not render properly on a mobile device. Go with a minimalist approach when designing your newsletter, and ensure that it is easily readable on-the-go. If you need to use a minimalist template, Creative Bloq has a few awesome templates that will help you tremendously.


Choose a real name for your sender name

Believe it or not, but most people will open an email when it appears that a real person has sent it. Use this to your advantage. You don’t necessarily need to use your real name when sending the email (unless your customers know you by your real name), but avoid using your indie studio’s name as the sender.

While we’re at it, you need to know how to craft a compelling email subject line. We’ve touched on writing compelling email subject lines before, but know this: your subject line needs to be enticing enough that most people will want to click on it. It can be tricky to know what kind of subject line you should use, and it will take practice. Just keep an eye out for which emails get the most clicks and how your subject lines were written.


Quick tip: Give your recipients the option to unsubscribe

Include an unsubscribe link at the end of each email. Not only is it the ethical thing to do, but it’s also the law.


Learn from it all

Chances are your first newsletter isn’t going to be a huge hit. That’s okay. Keep an eye on the data and see how well your newsletter is performing every time you release a new one. There’s a great article on metrics to track the success of newsletters that you need to reference regularly, and it will help you to see what’s working for your newsletter and what you need to improve.


There’s a lot to talk about when discussing creating a successful newsletter. I guarantee I’ve missed something, so if you have any questions or comments, let us know in the comments below!

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