Have you ever given a boost to your marketing using a newsletter newsletter. Didn’t it work as you expected? Email is a popular marketing tool for most businesses, and not without reason. There are many reasons and occasions for using it:
- to inform your customers of all news
- to feed your fans with educational content, tutorials and crafts.
- to generate leads and business contacts
- to offer exclusive offers
- to send invitations for your events
- build customer loyalty and sell your product or service.
However, email marketing should not be underestimated in its complexity of implementation and action. The first hurdle to overcome is getting people to subscribe to your newsletter. The second is to get them to open your emails and of course get them to engage with your content. And the problem? Everyone knows this annoying situation when it comes to logging into your email account and being overwhelmed by a mass of messages. The funny thing is that you cleaned it up yesterday and now more than half of your emails are unsolicited spam. That’s why your newsletters need to be well-planned and prepared to avoid finding yourself in countless spam folders.
In this article, we will give you some basic notions that you can integrate or adapt to your marketing strategy via a newsletter.
1) Segment the list
To improve the efficiency of your emails, you should start by segmenting your subscribers. This may prove to be a difficult task, but it is worth it. Why ? By dividing them into subgroups, you can deal with them more specifically. And how ? There are different categories that can help you with segmentation. There are for example their geographic location, the engagement of your subscribers (high rate of e-mail opening), the date of registration and many other things. With this first action, you will make your registrants feel important and special. However, note that you must manage them all. So choose wisely and don’t build too many target groups.
2) Personal address
Try to personalize your newsletters as much as possible. Whenever there is an opportunity to enter your subscriber’s name, do it! This makes you feel like you’re not sending emails in bulk, but you care about them.
3) Keep your promise
All of your subscribers have registered for a particular reason, whether to receive the latest news or to receive special offers. Your duty is therefore to provide them with the content that you have promised them in order to meet their expectations and prevent them from unsubscribing.
4) Request feedback
It is obvious that it is not a good thing if people unsubscribe, but you can also turn this negative material into a positive side effect: you can improve your newsletter very easily. As your subscribers have to unsubscribe on their own, you simply make it mandatory to let them fill in the reason for this. You can provide multiple choice responses to obtain clear and assessable feedback.
5) A / B tests
It’s pretty hard to do a good job just from scratch when it comes to email marketing. Not all target groups can be treated in the same way. Factors that influence the behavior of your customers can be, for example, age, a high affinity with the Internet and the possession of a mobile phone. So when and on what device your subscribers open their emails differs and also makes their interaction. For good results, you should do A / B tests.
6) Subject of the appropriate email
It’s easier said than done. The right words in the subject line decide whether your subscribers will open your email or not. But how can the impossible become possible? There are a few things to consider when creating a catchy title.
1) Have a good choice of words
Most email providers have built-in spam filters for special words like “free” or “buy now”.
2) Keep it short and simple, 6 to 8 words are enough
Most inboxes display approximately 60 characters, while cellphone versions display only 25 to 30 characters.
3) The most important words must be at the beginning
Many people these days are used to opening their emails on their phones, which probably doesn’t show the whole subject line.
7) The churn must be simple
In order to keep people satisfied, even if they no longer want to follow your newsletter, you should make it easier to unsubscribe. This does not mean that people do not like your business. It is likely that irrelevant content you provided mixed with the influx of other emails could lead to this decision. So do not try to annoy your subscribers by making it difficult to abandon your newsletters. Include a link with a clear description at the end of each email to give them the opportunity to unsubscribe in a few clicks.
8) Leading the way
Needless to say, all marketers want as many campaign recipients as possible to engage. To achieve this, a “call to action” is essential to tell subscribers what to do. For example, you can display a fancy button with an appropriate instruction.
9) User-friendly mobile version
Since nowadays people do almost everything on their cell phones or tablets, it is very important to provide a good mobile and tablet design for your customers.
10) Avoid over-stimulation.
It should not be your goal to confront the readers of your newsletter with an explosion of information and visual overload. Basically, a newsletter should drive traffic to your site and not reveal everything you want to say already in an email. This is why you should focus on a simple layout with pictures and formulations.
Implement these best practices to improve the performance of your newsletter. The more precisely you work, the better the desired results.