How to excel at email newsletters
Newsletters are the basic tools employed by the marketers to engage the customers; both current and prospective. The tool is very easy to use and is being used by almost every marketing agency in the world. Still, a lot of the newsletters we receive aren’t even opened. Indeed, getting a newsletter ‘right’ is really difficult. The following points will help you to ease up the processes and target your customers in a much better way:
1. Deciding what to share?
Often, we come across the newsletter that in general say a lot of things but most of them don’t apply to us. If such newsletters are encountered often, we unsubscribe to them out of sheer frustration. To correct this, one needs to be sure about what to depict/say in the newsletter in the planning phase itself. Having a solid background gives you a direction in which you can progress. Also, newsletters designed around one theme can give you higher yields compared to generic ones. Customers prefer refined and specific newsletters over the ones that talk about everything under the sun.
2. Don’t sell every time
Information triumphs over selling stints mostly. No customer would like to hear even from his/her favorite company about promotional schemes over and over again. The companies should rather focus on adopting an indirect approach to sell their goods. In the newsletters, they can share their insights about the kind of products they sell. For example, a mobile manufacturing company can share the way to improve the battery life of their phone. This way they would provide a useful information to the customer and will gain goodwill. Because of this, the customer would actually look forward to the newsletter and might even indulge in word-of-mouth marketing.
Let me get this straight that mechanised e-mail newsletter won’t fetch you anything. Unless you’re genuinely giving out your stuff for free, chances are really slim for you to see any silver lining out of them. To get rid of this, personalize the newsletters as much as you can. The newsletter should depict as if it is custom made for the customer and not just any spam message. Adding a small greeting with first name of the customer can be a good starting point. Another major step can be to segregate your customers in groups so that you can send different emails to them as per their taste.
4. Catchy subject line of the e-mail
There are people out there who may claim that the first impression isn’t the last impression, however, for email marketing, it is true. The subject line of the e-mail is the first thing the customer sees in his/her inbox. You need to make sure that it is exciting enough for him/her to open the email and read the newsletter.
5. Be crisp and to the point
No one really loves lengthy lectures. Customers already have very short time and if you miss that opportunity in speaking everything except the main stuff that the customer wants, then you might lose the customer. In place of big bulky newsletters, focus on adding more graphics to the newsletter and if possible use infographics wherever possible. Short, crisp and to-the-point newsletters are much more effective in grabbing customer’s attention than the lengthy ones.
6. One click access to unsubscribe
No, this isn’t a mistake. The article is suggesting you have an unsubscribe button which is easy to access on your newsletter. The benefit of it is that you’ll have an honest subscriber list.