Have you already given newsletter marketing a shot and it didn’t work out as you expected it to? An e-mail is a really popular marketing instrument among most businesses and not without a reason. There are so many occasions you can use it:
- to inform your customer base about any news
- to feed your fans with educational content, tutorials and DIYs
- to generate leads
- to provide exclusive offerings
- to send invitations for your events
- and at least not to forget, to grow your customer loyalty and to sell your product or service.
However e-mail marketing shouldn’t be underestimated. The first obstacle to cope with is to get people to subscribe your newsletter. The second is to make them open your e-mails and of course to engage with your content. And the problem? Everybody knows that annoying situation when it comes to logging in to your mail account and being overrun by a mass of messages. The fun part is that you just cleaned it up yesterday and now again more than half of your e-mails are spam e-mails. Therefore your newsletters have to be well planed and prepared to avoid finding yourself in numberless spam folders.
In this blog article you will learn some basics you can integrate or adapt to your newsletter marketing strategy.
1) Segment the list
For improving the effectiveness of your e-mails, you should start with segmenting your subscribers. That can turn out as a tough task, but it will be worth it. Why? By dividing them into sub-groups, you are able to address them more specific. And how? There are different categories that can help you with the segmentation. There are for example the location, the engagement of your subscribers (high e-mail open rate), date of sign-up and a lot more. With this first action you will make your fans feeling important and special. However notice, that you need to maintain all of them. Thus choose wisely and don’t build too much target groups.
Here is an extract from a MailChimp research.
2) Personal address
Try to personalize your newsletters as far as possible. Whenever there is an occasion to enter the name of your subscriber, do it! Hence you generate the feeling, that you don’t send mass e-mails, but that you care for them.
3) Keep your promise
All of your subscribers signed up for a special reason, may it be to get the latest news or to receive special offerings. Therefore your duty is to provide them with content you promised in order to meet their expectations and avoid them to unsubscribe.
4) Ask for feedback
Obviously it is not a good thing if people unsubscribe, but you can also transform this negative matter into a positive side effect – you can improve your newsletter very easily. As your subscribers have to quit by themselves, you just make it obligatory to let them fill in the reason for that. You can provide multiple choice answers in order to get a clear and evaluable feedback.
5) A/B tests
It is quite hard to do a good job just right from scratch, when it comes to e-mail marketing. Not all target groups can be treated the same. Factors that influence your customers’ behaviour can be for example the age, high affinity with the internet and also the possession of a mobile phone. Thus when and on which device your subscribers open their e-mails differs and also does their interaction. In order to achieve good results you should do some A/B tests.
6) Appropriate subject line
That is easier said than done. The right words in the subject line decide whether your subscribers will open your e-mail or not. But how can the impossible made possible? There are a few things you have to consider when creating a catchy one.
1) Diverse e-mail providers have integrated spam filters for special words like “free” or “buy now”: Have a good choice of words
2) Most inboxes display about 60 characters, whereas mobile phone versions only show 25-30 characters: Keep it short and simple, 6-8 words are enough
3) Many people are used to open their e-mails on their phone nowadays, which most likely doesn’t display the whole subject line: The most important words have to be at the beginning.
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7) The act of unsubscribing has to be a simple one
In order to keep people satisfied – even if they don’t want to follow your newsletter anymore – you should make it easy to unsubscribe. It doesn’t mean that people don’t like your company. Probably irrelevant content you provided mixed with the flood of other e-mails may lead to that decision. So don’t try to annoy your subscribers by making it hard to quit your newsletters. Integrate a link with a clear description at the end of every e-mail to give them the chance to unsubscribe within just a few clicks.
8) Lead the way
Needless to say is that every marketer wants as many receivers as possible of its campaigns to engage. To achieve that, a “call to action” is essential in order to tell subscribers what they have to do. You can display for example a fancy button with a proper instruction.
9) Mobile-friendly version
Since nowadays people do almost everything on their mobile phones or tablets, it is quite important to provide a good mobile and tablet design for your customers. If you want to know more, click here.
10) Avoid overstimulation
It shouldn’t be your goal to confront the readers of your newsletter with an information explosion and a visual overload. Basically a newsletter should drive traffic to your site and not reveal everything you want to say already in an e-mail. That is why you have to focus on a simple layout with catching pictures and wordings.
Implement these best practices to improve your newsletter performance. The more precise you work, the better your desired results will show up.