From beginning to send, you need to know what works for your business when constructing an effective e-newsletter to engage with customers. We all want the best returns on our marketing activities. Whether you are a small startup or a large corporation, we’re all after effective marketing with the highest ROI.When coordinating your marketing plan, it’s important to spread your activities across multiple mediums to get your message across to your target audience. As part of this, one of the most important things you can do is maintain regular contact with current and former customers. But rather than forcing phone calls on them, this can be done effectively by employing a more subtle approach through branding and content. Visibility can be so effective – they get to know who you are and stay familiar with your brand. One of the best ways to do this is by providing an e-newsletter. We receive these in our inboxes every day – but what makes you inclined to open one and not the other? How you curate your newsletters can be the difference between success and failure, so it’s important to get it right from the start.
Newsletters are not only extremely cost-effective but can be a very targeted marketing tool, providing real-time relevant content to a target consumer. Whether you use it as a direct sales tool – such as a retailer having a mid-year sale – or to sustain an ongoing relationship with clients, you need to think clearly about what matters to your audience.
With that being said, here are a few simple tips to get you going:
Design matters – a lot!
A well-designed newsletter speaks volumes. It represents your brand and what you stand for. This is one part most people tend to pay the least attention to, but it’s the most impactful and striking factor for readers, who want to view something that is well thought out, clean and clutter free.
A poorly designed header can make people feel like they are getting unwanted spam, while too much cluttered text can look messy and hard to read. If your design is not suited to your target audience, the chances of them unsubscribing or deleting future newsletters is higher. So put the time into the design and make it work.
Plan your content well. Like the design, the content you include matters a lot. It needs to be relevant and valuable to the reader. Whether it’s industry tips, personal experiences or a simple discount code, know your customers and ensure the content resonates with them.
Your newsletters provide an opportunity to send out timely content directly to your consumers, and there are options to segregate your mailing list depending on subscriber interests for a more targeted approach. Don’t forget to include calls-to-action throughout your newsletter – it can be a hyperlink to your website, a landing page or checkout page.
The subject line of your newsletter is also a vital component. This is the first thing that the reader will see when deciding whether to click to open. It needs to be succinct and to the point – pick something that will entice the reader to open your email and avoid using subject lines such as “Newsletter 1” or “Company Newsletter”.
There is nothing more annoying for a consumer than getting a multitude of irrelevant emails. A good way of getting noticed is to be consistent when sending your newsletters – people are more likely to recognise you and are less likely to ignore the mail. Pick the frequency of your send (i.e. daily, weekly, fortnightly, monthly) and select a day and time of your send and stick to it!
When starting out, monitor your results and observe when people are more receptive to your newsletter, then alter your send time accordingly. It’s all about trial and error.
Don’t ignore the results
Each time you send out a newsletter, check out the campaign report – who is clicking on what? Did more people unsubscribe on a particular send? What type of content is getting the most clickthroughs to your website? Does it make a difference when you include an image or not? Monitor actions and use that data to your advantage to better your next campaign.
Finally – and I can’t stress this enough – always remember to test your newsletters on multiple devices (send it around the office first!) and never be afraid to ask for a second opinion.
Download Mutant’s e-newsletter tips
If you would like to look at ways to incorporate e-newsletters into your marketing and PR strategy, get in touch with us at firstname.lastname@example.org