Email marketing has never been more popular than it is today. Email marketing has become a lot more advanced than it was when it first started in the 1990s. We all remember the bells, whistles and gimmicks that complemented the emails we received in our Excite or AOL accounts.
It has long been purported that email is dead. However, various software tools, numerous marketing strategies and a greater number of consumers with email accounts have dispelled that notion. Email marketing isn’t just surviving, it is thriving in today’s digital environment.
Many brands and digital marketers equip their emails with an array of features, such as coupons, blog posts, webinar excerpts and, the most powerful one of all, newsletters. If any of those email marketing elements do need an overhaul it would be the good old newsletter.
Newsletters have become too clichéd as of late. They need a makeover very badly. The statistics show that newsletters are still appropriate to utilise for your brand so hope is not lost.
Eighty-three percent of B2B marketers incorporate newsletters into their marketing efforts. When consumers ask to opt-in to receive information from a retailer, 90 percent select newsletters. Also, newsletters are considered by experts to be the best way to boost sales, even when customers aren’t shopping. The data in favour of newsletters are endless.
As you can tell, email newsletters work very well in your plight to greater sales success. But you may be wondering one thing: how come my sales haven’t gone up with my newsletter? The answer is very simple: it’s too desultory, it’s too drab, it’s too boring. It needs to be refreshed and recharged.
Unsure where to begin? Well, here are five ways to power up your email marketing campaign with newsletters:
- Newsletters have to be visually appealing.
- First impressions matter very much.
- Make your content informative.
- Forget the sales hype and keep it brief.
- Get creative with your newsletters.
Newsletters Have To Be Visually Appealing
The very first task you have to perform as you’re producing a newsletter is to focus on the design. You should have a layout in mind, a design concept ready to go. Sure, content is imperative, but you also want to establish a certain degree of eye candy (don’t go overboard). Here are several tips to make your newsletters visually appealing for your subscribers:
- Logo Will Command Colours: what kind of logo does your company have? In any event, your logo will command the colour scheme of your newsletters. If your logo is primarily red then that will be the colour you utilise for your borders and certain words to highlight.
- Headers & Subheadings: every newsletter needs a header. It will sit at the top of your newsletter and includes the title of your newsletter, your firm’s name and logo. Moreover, you will need subheadings. Similar to a newspaper, the subheadings will allow you to break down the content. You will need to keep the font smaller, but bigger than the overall article content.
- Graphics: since these emails will reach mobile devices, you should never include more than two graphics in your newsletters. The images should serve as a point, too. You should never add a picture just for the sake of adding a picture.
- Font: it’s best to use a standard font in your newsletters. Remember in the 1990s when the emails you receive had different colours, italics and sizes? It’s best to avoid that entirely! Just keep one font and use it throughout the newsletter.
- Go Social: at the end of your email, you should have small but noticeable social media icons. This will prompt recipients to follow you on Facebook or Twitter and perhaps share the newsletters with others (be sure to add the Retweet This! feature next to certain paragraphs you want promoted to others).
- White Space: within your newsletter, you must keep a sufficient amount of white space. You should refrain from using all of the space in the newsletters.
A newsletter design is crucial to get subscribers to actually read the newsletter. You can’t forget the fact that we are visual creatures. We need some eye candy, even if it’s for a newsletter.
First Impressions Matter Very Much
Akin to anything else in life, first impressions matter very much. We tend to make our minds about something or someone in a matter of moments. The same idea can be applied to your newsletters. You will have to ensure that your newsletters impress the recipient right away. This is achieved by honing in on some of the small stuff that may seem inconsequential at first. Here are a few of those items to concentrate on as you create your newsletter:
- Subject Line: your subject line will likely make or break your open rate. This is why you want to be creative with your subject lines but you never want to be too gimmicky. It should be compelling, but it should not contain spam words, symbols and all caps.
- Pre-Header: you must take advantage of your pre-header. Just in case you mess up on the subject line, the pre-header, which is a brief preview of the email’s content, will give you a second chance. The pre-header should have something that is thought provoking or intriguing.
- CTA: once the recipient opens the email, their eye may quickly look for the call-to-action (CTA). They want to know what they should be doing and why they’re receiving the email. The CTA must be clearly visible as well as easily understood.
- Subscribe Options: we never want users to unsubscribe from our emails. However, this can sometimes be extremely helpful: knowing that they an unsubscribe. This is why you should get specific about how recipients can opt-out of being contacted in the future.
You will start to witness how first impressions matter very much to the success of your newsletters.
Make Your Content Informative
A newsletter that never offers any sort of valuable information or never gets to the point (see below) will get on the recipients’ nerves. They value content, but not when they don’t offer anything. Remember, your newsletter has to be educational and not about selling something. You can change their attitudes by having your newsletter content focus on these aspects:
- A report on prices or sales and how they can benefit from it.
- Information pertaining to their personal interests or hobbies.
- Updates on important dates, retail events or deadlines for sales.
- News regarding corporate updates or company actions that affect them.
Moving forward, your newsletters should consist of blog posts, reviews, tutorials, how-tos, infographics and many other content materials. One more thing to remember: be sure to include links to any statements or facts you share.
Forget The Sales Hype & Keep It Brief
There is a rule when it comes to newsletter copy: 90 percent educational and 10 percent promotional. Many of us tend to flip that ratio, which then transforms your newsletter into a sales gimmick, which can immediately turn off the potential customer and prompt them to hit delete.
Simply put: forget the sales hype and keep your content as well as your intentions brief. Did you know that the average time a person spends reading a newsletter is just 51 seconds. This means that you have to ensure your newsletter is scannable, which includes brief blurbs, takeaways, bullet points and content blocks. By doing this, you ensure the reader knows what you’re particularly aiming at and that they need to click on the CTA, whether it’s “Watch the Video” or “Read More Now.”
Get Creative With Your Newsletters
Lastly, and this is a simple suggestion: you must think of ways to get creative with your newsletters. This may be a task that is hard to accomplish. But here are a few ideas:
- A cartoon newsletter that immediately summarises your reason for emailing.
- A newsletter that offers up excerpts or takeaways from a recent webinar.
- A spotlight of your most dedicated customers (buys or social media shares).
- A newsletter that contains creative writing, like poetry, flash fiction or haikus).
Any newsletter that stands out from the crowd can help boost your clicks, subscriptions, shares and, the most important one of all, your sales. Being different and original will always help you.
Email has come a long way from its infancy days of the mid- to late-1990s. Everything from the “you’ve got mail” to spam-filled emails that hurt your eyes. Of course, the same thing can be said about email marketing, too. Email marketing has greatly evolved into something splendid.
Thanks to search engines, tech experts, digital marketers and even brands, our email marketing efforts are no longer annoying, ignorant, spammy or even just ugly to look at. It’s exquisite now.
One element that has really aided the efficacy of email marketing is the newsletter.
Consumers today can benefit from newsletters, whether it’s through the traditional coupon, information regarding industry transformations or entertainment with a cartoon. Newsletters are crucial to the awareness and reach of your brand. As long as you employ the proper techniques, newsletters will always play an important role in email marketing.
Just remember to never use interstitials to encourage visitors to sign up for your newsletter. Google is trying to kill them. In the end, all you can say is: long live email newsletters!